GEN Z APP-IN-APP FASHION E-COMMERCE NATIONAL
BENGALURU, KARNATAKA, INDIA
By IFAB MEDIA - NEWS BUREAU - August 18, 2023 | 175 3 minutes read
Flipkart introduces SPOYL, a cutting-edge app-in-app fashion vertical catering exclusively to Gen Z. With an extensive range of 40,000+ products encompassing western wear, accessories, and footwear, SPOYL promises a distinct and engaging shopping journey. Flipkart's strategic move reflects its dedication to serving the unique preferences of Gen Z shoppers, solidifying its e-commerce leadership.
In a strategic move aimed at catering to the fashion preferences of the Gen Z demographic, e-commerce giant Flipkart has introduced SPOYL, an innovative app-in-app fashion vertical. SPOYL, nestled within the Flipkart app, is set to offer an extensive range of over 40,000 products spanning categories like western wear, accessories, and footwear.
Taking a cue from Myntra's Gen Z-focused in-app vertical, FWD, SPOYL will carve out a distinct on-app interface. This separation is a testament to Flipkart's commitment to tailoring its offerings to different consumer segments. Notably, Flipkart noted that more than a quarter of its Flipkart Fashion customers fall under the Gen Z category, prompting the launch of a specialized platform for this discerning audience.
SPOYL's user interface will stand apart from the Flipkart Fashion segment, embracing a gender-agnostic approach to navigation. This unisex product discovery feature aligns with the preferences of Gen Z, allowing them to browse styles without being confined by traditional gender categories.
Sandeep Karwa, VP of Flipkart Fashion, emphasized the purpose behind SPOYL's introduction, stating, "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."
He further elaborated on Flipkart's commitment to quality and ethical practices, indicating that value fashion doesn't have to compromise on these aspects. Leveraging technology and data insights, Flipkart aims to provide stylish garments that meet Gen Z's dynamic fashion preferences.
Myntra, a wholly-owned subsidiary of Flipkart, has also been proactive in catering to Gen Z users. The introduction of FWD and Everyday, two new verticals focusing on new-generation styles and affordable everyday wear, respectively, highlights Myntra's efforts to engage with this market segment. Additionally, Myntra Minis, a short video platform, has been introduced to enhance the overall user experience.
With SPOYL's launch, Flipkart is poised to amplify its presence in the Gen Z fashion landscape, capitalizing on the preferences and distinct style choices of this influential demographic.