Amazon’s frenzy-inducing Great Indian (Shopping) Festival is all set to kick into high gear the festive shopping spirit. Earlier this week, Ipsos research rated the e-commerce major as India’s most trusted and preferred online shopping destination. Amazon India’s fashion and beauty director Zeba Khan spoke to THE WEEK about what Indian customers want, and how millennials and Gen Z shoppers differ in their tastes. Excerpts:
What new and interesting consumer trends have you seen in buying from the fashion section of Amazon?
Notably, the demand for premium fashion products has surged, driven by the rising disposable income of the growing Indian middle class. This trend is particularly pronounced in watches, luggage, shoes, and beauty categories. And premiumisation extends beyond premium brands; it includes consumers choosing higher-quality variants within a brand.
Furthermore, streetwear and athleisure have become dominant fashion trends among Gen Z and they are open to experimenting with unisex or gender-neutral clothing styles. Nearly 80 per cent of the demand for sneakers was driven by young consumers from non-metros.
How do buying trends and preferences vary between millennials and Gen Z?
Gen-Z considers fashion as a canvas of self-expression. They are significantly influenced by digital platforms and celebrities. We have observed 2 times more engagement on Gen Z posts/Reels vs other brand-led/sale communication. They are also environmentally and socially conscious.
Millennials on the other hand often prioritise brand loyalty and quality, gravitating towards established brands and classic styles. Gen Z, however, is more experimental and trend-driven, embracing streetwear, athleisure, and gender-neutral fashion. They are also highly influenced by social media and are more inclined to support sustainable and socially conscious brands.
The launch of Next Gen Store (last year) provided a curated experience tailored to the ever-changing demands of this generation. Since the launch, we have seen a 3x increase in our Gen Z customer cohort, with themes like ditsy florals, geek graphics, vivid clogs, goth goddesses, and much more.
Around 48 per cent of beauty customers on our platform belong to the 18-24 age bracket – the Gen Zs. They place great value on authenticity, inclusivity, and sustainability, actively seeking out brands that align with their values.
What specific challenges and opportunities does the Indian market present for Gen Z-focused fashion brands?
India’s diverse demographics pose a challenge for fashion brands targeting Gen Z, given the varying cultural backgrounds, tastes, and preferences across regions. Price sensitivity is a key factor, with a significant portion of the population seeking value for money and affordable options.
Despite these challenges, opportunities abound with India’s large and growing youth population, including Gen Z, representing a lucrative market with increasing purchasing power and a strong desire for self-expression through clothing. The surge in digital penetration, the rise of sustainable fashion awareness, the demand for customisation, and opportunities for innovation and collaboration further enhance prospects for brands targeting Gen Z.
During the launch of our Next Gen Store, we addressed key challenges faced by youth including difficulty finding clothing in the right size and shape, and accessing a variety of international and homegrown brands under one roof.
How is the men’s segment growing under Amazon Beauty?
Men’s Grooming has been one of the fastest growing segments for us. The Great Indian Festival last year witnessed a spike of over 12x for some of our top product categories vs. the 2022 Diwali event. Men are not only becoming more conscious about skincare and grooming but are also starting to understand the ingredients, usage and other finer nuances.
Even brands are expanding beyond the traditional charcoal-based products for men to offer a broader range of products across multiple regimen steps – like serums, face and beard oils, face masks, moisturisers and more.
Interestingly, brands are also increasingly emphasising skin type over gender in their marketing communications. Increasingly the lines between male and female products are blurring as both consumers and brands are starting to understand the need to prioritise skin types and skin concerns over gender-based bifurcation.
The rising usage of make-up among men is a clear indicator of the same – men are not only democratising the usage of make-up across genders but are also innovating and having fun with make-up, which has been a delight to watch!
