The first generation of ‘digital natives’ with over 470 million population in India, Gen Z’s are the harbingers of the latest trends that define today’s culture. The ideologies of Generation Z, lifestyle choices and sartorial preferences are the consumption patterns of the future, shared Amazon Fashion.

Given that, this consumer segment seeks visually appealing, tap-worthy lifestyle choices available at a click, Amazon Fashion announced the launch of ‘Next Gen Store’, designed to cater to the fashion needs of Gen Z shoppers. 

The roll-out of this storefront on Amazon.in is aimed to fill the current market gap and address specific needs of Gen Z, which seeks to experiment with fashion and has varied requirements in styles, size, brands and fitting. 

Amazon Fashion claims to have over 200 domestic and global fashion brands that provide distinctive, modern and fashionable styles for Gen Z customers. The store is designed for easy navigation and layout aesthetics that will make shopping an exciting experience for Gen Z customers. The store also offers a mix of fast fashion, sustainable fashion and affordable styles, ensuring a holistic shopping experience at a single online destination on Amazon Fashion.

The Next Gen Store’ is carefully curated to meet the ever-changing demands of Gen Z, along with a selection of trending products including vibrant prints, monochromes, neon’s, cotton, linens, color-pop footwear, baguette bags, layering, oversized fits, etc. In addition, the Next Gen Store offers accessories, smartwatches, sneakers, sports shoes and high boots to complement the clothing collection.  Some of the brands include Levi’s, Souled store, MARS, Lacoste, Crocs, Timex, MyGlamm, ONLY, Vero Moda, Tommy Hilfiger, Jack and Jones, AND, Fastrack, Fossil, Puma, Adidas, L’oreal and many more.

“Born in the mid-90s and early 2000s, these young and futuristic neurotransmitters are taking over as the powerful youth force. Gen Z’s radiates the mantra of fashion boldness and mettle, they perceive technology as a means to information and empowerment. As shoppers, they want ‘everywhere commerce’, convenience at the click of a button and to address this need we launched a one-stop-online storefront dedicated to Gen Z ‘Next Gen Store’, first-of-its-kind in India. This unique storefront features over 200+ Gen Z loved brands and aims to cater to all their wardrobe needs, that scream individuality, self-expression and self-love,” said Saurabh Srivastava, Director and Head, Amazon Fashion India.

"The storefront is creatively designed with funky and edgy selections like 90’s grunge, Y2K Queen, K-Pop Squad, Countryside romantic, Barbie bae, Academia chick and much more. As a marketplace that holistically caters to the fashion needs of all, we will offer one of the largest collections of brands, styles, designs and fittings in this segment to suit the ever-evolving fashion needs of this age group at affordable prices,” he added.