Latest news with #SERVE
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.
Hans India
21-05-2025
- Business
- Hans India
Amazon Fashion Unveils ‘SERVE' Store to Boost Gen Z and Tier II/III Sales
Amazon Fashion is relaunching its Gen Z–focused online storefront under a new name, 'SERVE,' with the goal of offering trend-forward fashion and a tailored shopping experience. The platform, previously called Next Gen Store, has been rebuilt to deliver timely styles and support individual expression among younger shoppers. Since its initial launch in 2023, Amazon's Gen Z hub attracted three times more users from that demographic and saw a fourfold rise in orders from India's Tier II and Tier III cities, including Chandigarh, Kochi, Patna, Nagpur, Jaipur and Surat. With SERVE, Amazon Fashion aims to deepen its reach by combining fast fashion, sustainable collections and budget-friendly options in one place. SERVE showcases over 2 million items from more than 350 domestic and global labels. Key additions include Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx and Moxie. The site updates monthly trend reports, seasonal lookbooks and style selections curated by creators. It highlights emerging movements such as Y2K revival, gender-fluid cuts, dopamine dressing, K-beauty regimens, minimal glam and conscious fashion. The redesign introduces a simplified logo and a modular design framework adaptable across web and mobile. Navigation has been restructured to spotlight discovery, community engagement and trend curation. Product imagery, site copy and user prompts now follow a voice and tone framework shaped by Gen Z preferences and subculture nuances. 'After opening India's first Gen Z store in 2023, we're stepping up our commitment with SERVE,' said Nikhil Sinha, director of Amazon Fashion India. 'Our data shows this generation wants styles that fit their identity at prices they can afford. With SERVE, we make trend-forward fashion accessible, especially in smaller cities where we've seen more than 40 percent year-over-year growth. This isn't just shopping—it's a platform for self-expression.' Amazon's research segmented Gen Z shoppers into archetypes such as 'The Trend-Hacker,' who chases rapid microtrends, and 'The Elevated Everyday-ist,' who seeks refined basics. These profiles guide SERVE's assortment, which includes themed sections like Clean Girl, Mob Wife Core and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops. The platform leverages Amazon's infrastructure to support fast loading, one-click checkout and personalized recommendations. A color-based filter system spans metallic, pastel and monochrome palettes.
Fibre2Fashion
20-05-2025
- Business
- Fibre2Fashion
Amazon Fashion unveils 'Serve' to target gen Z & tier II/III shoppers
Amazon Fashion is doubling down on 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.' Amazon Fashion has relaunched its Gen Z-focused store as 'Serve', offering over 2 million products from 350+ brands. Curated for India's mobile-first generation, it caters to fast, expressive, and affordable fashion. With 3X growth in Gen Z users and 4X surge from Tier II/III cities, 'Serve' features trend updates, creator edits, and a bold new design reflecting youth subcultures. 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, optimized for on-the-pulse discovery, brings Amazon's speed and vast selection to a generation that values self-expression. With color curation spanning metallics to monochrome and over 350 brands, SERVE positions Amazon Fashion as the definitive destination democratizing trend-forward style across India's diverse Gen Z landscape. Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged. Fibre2Fashion News Desk (RM)
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.
Yahoo
30-04-2025
- Politics
- Yahoo
JROTC Expansion at US High Schools Eyed as Part of Bill to Boost Recruiting
High school students whose campuses do not have a Junior Reserve Officers' Training Corps program would be able to join units at another school under a bill being introduced in Congress. The expansion of the JROTC program is part of a broader bill being introduced by Sen. Joni Ernst, R-Iowa, intended to build on recent momentum in recruiting by expanding the military's access to high schools. "For me, choosing to serve our country opened the door for the American dream, allowed me to afford college, and paved the way for a life committed to service," Ernst, who served in the Iowa National Guard, said in a statement. "By increasing avenues to the benefits and pathways of a career in the military, we can unlock even more opportunities and brighter futures for our next generation." Read Next: Marines Using Work-Arounds to Fund Duty Station Moves, Bonuses amid Congress' Stopgap Funding The bill, dubbed the Service Enlistment and Recruitment of Valuable Engagement, or SERVE, Act, would specifically direct the Pentagon to create a policy that allows high schools to have "cross-town" affiliations with schools that host JROTC units so students can "enroll in the JROTC program of the host unit and participate in activities at both campuses without dedicated staff," according to bill text obtained exclusively by In effect, the bill would make JROTC more akin to the college-level Reserve Officers' Training Corps, which easily allows students from one university to commission through an ROTC of another school. Still, in practice, it's unclear how much this would open up JROTC since high school students could face hurdles, such as not being able to drive and having more rigid schedules than college students. A House version of the bill is also being introduced by Reps. Jen Kiggans, R-Va.; Chrissy Houlahan, D-Pa.; and Lance Gooden, R-Texas. In addition to the JROTC expansion, the bill would require schools that get federal funding to provide "meaningful access" to military recruiters; create a pilot program to honor schools with high military enlistment rates; give students from schools with high enlistment rates priority admissions into the service academies; and create a "National Week of Military Recruitment" celebration. Recruiting officials have raised complaints in recent years that the military has been struggling to rebuild relationships with schools in some situations after the COVID-19 pandemic. High schools are typically fruitful places for military recruiters to pitch service to young Americans who may not have thought about joining the ranks. The JROTC expansion could potentially aid the military as it seeks to turn around a recent slump in recruiting, which has already shown signs of a turnaround. While officials with the services are adamant that JROTC -- a program that has existed since World War I -- is not a recruiting platform, it is among the most publicly visible aspects of the military. Roughly one quarter of teens in those programs end up enlisting or commissioning. The Army, the largest service and also the largest component of the JROTC program, has been growing its program steadily each year since the beginning of the wars in Iraq and Afghanistan. There are roughly 1,700 Army JROTC programs in high schools with roughly 275,000 cadets. The service has plans to continually expand the program through the rest of the decade, with dozens of schools on the waitlist to become part of it. School districts see it as a prestigious program that offers discipline for its students. For the services, it's a relatively cheap avenue to have their footprint all over the country. It costs the Army about $800 per cadet, with much of the cost being shared with the schools. Lawmakers, too, have taken an interest in expanding JROTC in recent years as a solution to military recruiting woes. "This committee is serious about building Junior ROTC," Senate Armed Services Committee Chairman Roger Wicker, R-Miss., said in a hearing in January. "Junior ROTC is a citizenship builder." The annual defense policy bill Congress passed in December incorporated several provisions with that goal, including ones that increased the minimum number of nationally authorized JROTC units to expand the program to more schools, and that decreased the minimum number of participating students required to establish a JROTC unit so smaller schools can participate in the program. But there have also been concerns about misconduct within the JROTC program after a 2022 New York Times investigation that found at least 33 JROTC instructors had been criminally charged with sexual crimes in the preceding five years. The Pentagon later revealed, in a letter to senators in 2023, that military officials received 114 allegations of instructors committing violence, sexual abuse or sexual harassment against JROTC cadets over the previous 10 years. Since those revelations, lawmakers have also taken steps through the annual defense policy bill to try to reform the program. In particular, the 2023 bill required the Pentagon and military services to sign standardized agreements with every school with a JROTC program that set rules, including how quickly schools must notify the military about misconduct allegations. The Pentagon told Congress that it has implemented the reforms in a letter last year that also disclosed that 21 instructors in the JROTC program were accused of sexual misconduct against high school cadets in the 2022-23 school year. Related: Military Focusing on JROTC Programs as Chances to Paint Picture of Service to Gen Z Dwindle
