Amazon rebrands GenZ fashion platform as ‘Serve'
"Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With 'Serve', we are democratising trend-forward fashion, particularly in Tier II and III cities where we have seen over 40% year-on-year growth," Nikhil Sinha, director, Amazon Fashion India, said in a statement.
Ecommerce platforms in India are increasingly catering to Gen Z's preferences, offering trendy apparel and a seamless digital-first experience to shoppers.
Amazon rival Flipkart has an in-app platform called Spoyl that focuses on Gen Z's fashion needs with a range of apparel, accessories and footwear. Myntra's FWD is also a segment for the same generation. Other brands such as Zudio, Newme and Urbanic are gaining popularity among younger customers.
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