Latest news with #NextGenStore
India Today
24-05-2025
- Business
- India Today
Amazon Fashion's 'SERVE' Store Offers Convenience, Selection and Value to Gen Z, says Nikhil Sinha, Director, Amazon Fashion
In a move that redefines fashion accessibility for India's mobile-first generation, Amazon Fashion has unveiled SERVE, a bold rebranding of its Gen Z-focused online storefront previously known as the Next Gen Store. With its fresh identity and dynamic design language, SERVE promises to dish out trend-driven style with confidence and flair, just like its in Gen Z vernacular, the term 'serve' means to present oneself with impact, confidence, and individuality—an ethos that aligns seamlessly with the generation's evolving relationship with fashion. But this isn't just a name change. SERVE is a comprehensive transformation, designed to be more than a shopping platform. It's a cultural destination—fueled by self-expression, curated style, and the fast, affordable fashion Gen Z craves. 'SERVE is not just about style—it's about making fashion a tool for confidence and creativity,' says Nikhil Sinha, Director of Amazon Fashion India. 'We're not only democratizing fashion but also building a cultural platform for young India. With the help of creators, data, and an evolving aesthetic, we're bringing a sense of relevance, relatability, and aspiration to every corner of the country.' advertisement A Fashion Destination Tailored for India's Gen ZWith a whopping 3X growth in Gen Z shoppers and a 4X increase in customer activity from Tier II and III cities such as Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat, SERVE is quickly becoming the go-to fashion hub for India's trend-conscious youth. Boasting over 2 million products and more than 350 homegrown and international brands, SERVE features everything from budget-friendly basics to buzzy collaborations like Diljit x Levi's. New additions like Barcino, The Bear House, Chumbak, Cosrx, and Moxie reflect the platform's diverse appeal—from K-beauty essentials to fashion-forward menswear and statement accessories.A Curation-First, Trend-Fueled Experience advertisement What sets SERVE apart is its sharply curated and constantly refreshed content. Expect monthly trend drops, creator-curated edits, seasonal lookbooks, and shoppable moodboards reflecting the pulse of Gen Z aesthetics—from Y2K nostalgia and Mob Wife Core to Soft Boy Energy and Dopamine for seamless mobile navigation, the platform also introduces an upgraded visual identity—featuring bold typography, community-led content, and imagery that mirrors Gen Z's subcultures and street-style roots. The voice and tone? Unapologetically real, inclusive, and ready to spark for Every ArchetypeDrawing from deep consumer insights, Amazon Fashion has mapped out Gen Z archetypes—like The Trend-Hacker, who jumps on viral styles, and The Elevated Everyday-ist, who masters minimalist chic. SERVE's offerings are tailored to these personas through themed categories like Budget Buys, Clean Girl Aesthetic, Monochrome Moments, and Weekend result is a digital-native fashion experience where individuality meets affordability, and where the vibe is always current, inclusive, and unmistakably Gen SERVE, Amazon Fashion isn't just keeping up with Gen Z—it's walking beside them, talking their language, and turning online fashion into a daily form of creative empowerment. For young Indians across metros and smaller towns alike, SERVE isn't just a store. It's a style revolution in real-time. Disclaimer: The material and information contained are for advertorial purposes only. India Today holds no responsibility for the content written on the website as a basis for making any business, legal, or any other decision. Any reliance placed on such material is at your own risk.
Fashion Network
21-05-2025
- Business
- Fashion Network
Amazon Fashion rebrands its Gen Z online store as Serve
Amazon Fashion has relaunched its dedicated online storefront 'Serve' for the Gen Z customers formerly known as Next Gen Store. The store will offer over 2 million products from more than 350 domestic and global brands, including new additions like Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx, and Moxie. Additionally, the store features monthly trend updates, seasonal lookbooks, and creator-curated style edits. Commenting on the launch, Nikhil Sinha, director at Amazon Fashion India in a statement said, 'After pioneering India's first dedicated Gen Z store in 2023, we are elevating our commitment with 'Serve'. Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability.' 'With 'Serve', we are democratizing trend-forward fashion—bringing inclusive, accessible style to all of India, particularly tier 2 and 3 cities where we have seen over 40 percent year-on-year growth. We have created not just a shopping destination, but a cultural platform that empowers authentic self-expression through affordable style, making fashion a tool for confidence and creativity accessible to everyone,' he added. Amazon claims that its online store has seen 3 times increase in Gen Z customers and a 4 times surge in shoppers from tier 2 and 3 cities like Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat.
Time of India
20-05-2025
- Business
- Time of India
Amazon rebrands GenZ fashion platform as ‘Serve'
E-commerce giant Amazon has rebranded its Gen Z fashion platform, formerly known as the Next Gen Store, as Serve, as it looks to target young customers, particularly in tier-II and tier-III cities. The term 'Serve' is popular in trending fashion lexicon, and means to present oneself in a striking style. Amazon said its online store has seen a threefold increase in Gen Z customers (those born between 1997 and 2012) and a four-time surge in shoppers from non-metro cities such as Chandigarh, Kochi, Patna and Jaipur. The online storefront displays products from over 350 domestic and global brands. It also features monthly trend updates, lookbooks and style edits curated by creators on the platform. "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.
Economic Times
20-05-2025
- Business
- Economic Times
Amazon rebrands GenZ fashion platform as ‘Serve'
Ecommerce giant Amazon has rebranded its Gen Z fashion platform, formerly known as the Next Gen Store, as Serve, as it looks to target young customers, particularly in tier-II and tier-III term 'Serve' is popular in trending fashion lexicon, and means to present oneself in a striking said its online store has seen a threefold increase in Gen Z customers (those born between 1997 and 2012) and a four-time surge in shoppers from non-metro cities such as Chandigarh, Kochi, Patna and online storefront displays products from over 350 domestic and global brands. It also features monthly trend updates, lookbooks and style edits curated by creators on the platform. "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.
Hans India
19-05-2025
- Business
- Hans India
Amazon Fashion Rebrands Its Gen Z Online Store as ‘SERVE'
Bengaluru, 19 May 2025 – Amazon Fashion is doubling its commitment to Gen Z with the relaunch of its dedicated online storefront, formerly known as Next Gen Store, now named 'SERVE', Dishing Out Style. The word 'Serve'—meaning "to present oneself with confidence and style, often in a way that is considered impressive or striking"—is deeply rooted in contemporary Gen Z speak but has also surfaced in trending lexicon across generations, capturing the spirit of confident, standout self-expression across fashion, beauty, and beyond. 'SERVE' responds to this evolution, functioning not just as an online store but as a continuously refreshed destination that delivers on-trend styles while empowering individual expression. The online store has seen 3X increase in Gen Z customers and a 4X surge in shoppers from Tier II and III cities like Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat, 'SERVE' is set to redefine how this crucial demographic engages with fashion. 'SERVE' offers an unparalleled selection with over 2 million products from more than 350 domestic and global brands, including new additions like Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx, and Moxie. 'SERVE' caters to Gen Z's dynamic tastes with a unique blend of fast fashion, sustainable options, and affordable styles. The store features monthly trend updates, seasonal lookbooks, and creator-curated style edits, reflecting micro-trends like Y2K revival, gender-fluid fashion, dopamine dressing, K-beauty, minimal glam, and conscious fashion. This new identity includes a fresh logo and design language that is visually compelling and authentic, and scalable across platforms. The on-site experience has been enhanced, prioritizing discovery, community, and trend-forward curation, with updated imagery styles and voice & tone that reflect Gen Z's diverse interests and subcultures. "After pioneering India's first dedicated Gen Z store in 2023, we are elevating our commitment with 'SERVE'," says Nikhil Sinha, Director, Amazon Fashion India. "Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With 'SERVE', we are democratizing trend-forward fashion—bringing inclusive, accessible style to all of India, particularly Tier II and III cities where we have seen over 40% YOY growth. We have created not just a shopping destination, but a cultural platform that empowers authentic self-expression through affordable style, making fashion a tool for confidence and creativity accessible to everyone.' Leveraging extensive research, Amazon identified key Gen Z archetypes—from 'The Trend-Hacker' driving fast-paced microtrends to 'The Elevated Everyday-ist' seeking polished relevance. These insights now guide SERVE's curation, featuring trending aesthetics like Clean Girl, Mob Wife Core, and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops. The platform's digital-native experience, optimised for on-the-pulse discovery, brings Amazon's speed and vast selection to a generation that values self-expression. With colour curation spanning metallics to monochrome and over 350 brands, SERVE positions Amazon Fashion as the definitive destination democratising trend-forward style across India's diverse Gen Z landscape.
