Since its 2023 launch, Amazon Fashion’s Next Gen Store has seen a notable surge in Gen Z consumers and purchases from India’s Tier-2 cities. The store is increasing access to fashionable clothing and fusing international influences with regional tastes, particularly in non-metropolitan areas, because of its 2 million products and more than 340 brands.
Established in 2023 as a digital-first centre for fashion driven by youth, the store has expanded nationwide access to trendy clothing.
With more than 340 brands and 2 million items, the Next Gen Store is changing the way young people interact with fashion by fusing local tastes with international inspirations. The portal claims that demand for fashions like Y2K aesthetics, 90s grunge, and streetwear is expanding outside of major cities, with strong traction in Chandigarh, Jaipur, and Surat.
Siddharth Bhagat, director of Amazon Fashion & Beauty India, noted that Gen Z’s approach to fashion showcases a significant shift toward self-expression and accessibility. He highlighted how digital platforms are eliminating geographical barriers, enabling trends to extend beyond metropolitan areas and reach emerging markets.
