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Flipkart Fashion sees fashion festive growth accelerate by 1,500 basis points YoY on premiumisation, Gen Z demand

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Flipkart Fashion sees fashion festive growth accelerate by 1,500 basis points YoY on premiumisation, Gen Z demand

Flipkart Fashion sees fashion festive growth accelerate by 1,500 basis points YoY on premiumisation, Gen Z demand

Flipkart Fashion is witnessing a notable increase in growth attributed to the consumption patterns of Gen Z consumers. The festive shopping trend has been building momentum ahead of Diwali, beginning with Rakhi and Onam. Premiumisation is becoming a significant factor, as customers increasingly prefer higher-priced fashion items. The demand for occasion-led shopping indicates a shift in consumer purchasing behavior, with planning happening well in advance.

Flipkart Fashion is entering the festive season on a strong growth trajectory, with fashion growth running 1,500 basis points higher year-on-year, as premiumisation and Gen Z consumption drive demand across categories, said Kapil Thirani, senior vice president, head, Flipkart Marketplace and Flipkart Fashion. The platform has seen festive shopping build up well ahead of the traditional Diwali period, with demand gaining momentum from Rakhi, Onam and Janmashtami. More than 50 per cent of Flipkart Fashion’s consumers are now Gen Z, whose growth is nearly 5X the overall platform growth, according to Thirani. Advt

“The festive season is around the corner, but our excitement didn't start just with the festive season being around the corner. It actually started a couple of months back with Rakhi, Onam and Janmashtami becoming very important,” Thirani said. The premiumisation trend is also strengthening. Fashion priced at Rs 500 and above is growing significantly faster than products below Rs 500, with high-ASP fashion growth around 2,000 bps higher than low-ASP fashion. "Occasion-led shopping is emerging as another key demand driver.


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