The online shopping portal’s latest offering aims to address a younger demographic’s demand for fashion-forward apparel
Given Gen Z’s unique sense of style that reflects their individuality, the resurgence of eclectic and boundary-pushing sartorial choices comes as no surprise. "Gen Z knows exactly what they want to wear from the get-go," says stylist Gopalika Virmani. "They have a deeper understanding of themselves and their personal style, even before the millennials did." This sentiment is echoed by stylist duo Sakshi Prithyani and Peusha Sethia of The Pêche Stylists. "Gen Z wants to be recognised for their complexities and differences, and they don't want to adopt a one-size-fits-all approach like the previous generations did," they explain.
Thanks to the power of the Internet, Gen Z is turning to online shopping as their go-to source for discovering new labels and trends, creating a shift in the retail space. Individualism, self-expression and the need to stay ahead of trends in fashion are key for this group.
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With a focus on delivering edgy, elevated silhouettes at affordable prices for both men and women, FWD positions itself as the premiere one-stop-shop for all things Gen-Z fashion, for those looking to make a statement
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"FWD provides a holistic fashion experience, designed especially for Gen Z,” says Sharon Pais, Chief Business Officer, Myntra
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Created by Myntra, FWD offers a cutting-edge shopping experience with weekly drops and exclusive styles for customers
Gayathri Mohan, a sought-after Gen Z content creator and model on Instagram believes her generation has “an eye for picking out the best elements from every era.” Take, for example, the wildly popular Y2K trend which has been dominating fashion, that Mohan says Gen Z “has helped refine the style and eliminate the tackiness that the era glorified.”
Virmani also believes that customisation is key for Gen Z shoppers, as they may not want what everyone else already has.
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“Gen Z's style is fearless and bold, and that's what excites me the most," says Pais
Enter Myntra FWD, an immersive dedicated trend-first destination, specifically designed to meet the style cravings of Gen Zs. With a focus on delivering edgy, elevated silhouettes at affordable prices for both men and women, FWD positions itself as the premiere one-stop-shop for all things Gen-Z fashion, for those looking to make a statement. Created by Myntra, FWD offers a cutting-edge shopping experience with weekly drops and exclusive styles for customers.
“Gen Z's style is fearless and bold, and that's what excites me the most. They're not afraid to experiment, push boundaries and demand authenticity,” says Sharon Pais, Chief Business Officer, Myntra. “We've been listening closely to what Gen Z wants and needs, and are excited to rise up to the challenge and deliver with Myntra FWD, a proposition that stands out. FWD provides a holistic fashion experience, designed especially for Gen Z, ” she adds.
According to The Pêche Stylists, Gen Z wants to know if a brand stands for something more than just its clothes. They're always on the lookout for something new, unique and authentic. The in-app experience provided by FWD is tailored for Gen Z, emphasising discoverability, inspiration and personalised content based on individual tastes. With over 500 brands including H&M, Forever 21, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others, and a wide range of trend-first styles to choose from –from a vacation wardrobe to bohemian, to party-wear, as well as bold prints—FWD taps into the youth culture's fashion pulse.
Meanwhile, stylist and content creator Ayesha Amin Nigam believes that the potential for e-commerce dedicated to Gen Z shoppers is immense. "Gen Z is always experimenting and pushing boundaries, which is a lot of fun," she says. According to her, brands are now shifting their designs to cater to Gen Z's preferences, with cropped tops, deeper necklines and wide-legged jeans being some of their favoured silhouettes.
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“We've been listening closely to what Gen Z wants and needs, and are excited to rise up to the challenge and deliver with Myntra FWD, a proposition that stands out," says Pais
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FWD has over 500 brands including H&M, Forever 21, Trendyol, Bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, and Boohoo, among others,
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With a wide range of trend-first styles to choose from –from a vacation wardrobe to bohemian, to party-wear, as well as bold prints—FWD taps into the youth culture's fashion pulse
When shopping online, Gen Z isn’t looking to only buy from e-commerce sites, they are looking to engage. This can be in the form of “curated products targeting each age group, socially responsible products and transparent, edgy and creative communication,” says Mohan, adding that social media integration plays an important role too.
With exclusive drops, unlimited influencer-style content and daily celeb-spotting, Myntra FWD offers a comprehensive experience that covers inspiration, discovery and access to the latest trends at affordable prices, dedicated to this burgeoning demographic.
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