Homegrown e-commerce giant Flipkart has launched SPOYL, an app-in-app fashion destination targeting Gen Z customers. Focusing on value and trend-setting styles, over 40,000 products, including categories such as western wear, accessories, and footwear targeting this audience and their aesthetic, will be made available through this brand-new on-app interface.  

Gen Z accounts for 25 per cent of Flipkart's total customer base, which the platform is looking to woo.  

The company said that the target of its new platform is the generation that is known to be an internet-first generation. The demands of this generation are different from those of the traditional customer base. Gen Z is greatly influenced by various factors when it comes to their fashion choices - such as global fashion phenomena, OTT content, favourite international pop stars, and pop culture events.

The generation is also very value-conscious, which plays a key role in their decision-making. Technology and experience are other key factors that shape the Gen Z shopping experience. Considering these factors, the company has decided to launch this new app-in-app platform.  

The company added that it will offer stunning visuals and unisex product navigation that enables gender-agnostic browsing for styles - which this generation cares deeply about. 

Speaking about the launch, Sandeep Karwa, vice president of Flipkart fashion, said, “Our mission with ‘SPOYL’ is to address the growing needs of Gen Z who embrace their inner confidence and express their authentic selves through their style. This is also a generation that sets out to break stereotypes on a daily basis without judgment. We believe that every person deserves to feel empowered and stylish, and this new launch aims to deliver just that.” 

“By using technology that helps us stay ahead of the curve, we will ensure that every single Gen Z shopper has access to choices that suit them best. At Flipkart, we understand that value fashion doesn't mean compromising on quality and ethical production practices. By encouraging our seller ecosystem to use on-spot trend inputs and incorporating advanced planning, we strive to make available the most stylish garments, made possible by technology and data insights,” he added. 

India has the third-largest online shopper base globally today. According to a report by Bain and Co, one in three online shoppers is Gen Z and these shoppers mostly purchase fashion as the first category online, at entry price points. A recent report by McKinsey states Gen Z loves expressive clothes, wants to stand out rather than fit in, and has an ever-changing style.