Like the elephant in the room, Gen Z’s growing influence is impossible to ignore, especially since they make up the largest group of consumers in India. Born between 1996 and 2010, Gen Z make up over 377 million consumers in India and are quickly becoming an important consumer group.
They already account for US $ 860 billion in consumer spending, and according to Boston Consulting Group, their spending is expected to hit US $ 2 trillion by 2035, making up half of India’s projected US $ 3.9 trillion in total consumption.
This means that every second rupee spent in India will come from a Gen Zer. To effectively cater to this consumer group, it’s vital for brands and retailers to understand their values, mindset and behaviour.
This becomes crucial as Gen Z accounts for 47 per cent (US $ 45- 50 billion) of all spending on fashion and lifestyle in India, which is around US $ 100 to US $ 110 billion. What are their style preferences?
When it comes to fashion, Gen Z isn’t following anyone else’s playbook. Growing up online has shaped their sense of style in a big way. Instead of copying celebrities or sticking to one ‘look’, they use fashion to express who they are. It’s all about experimenting, mixing things up and making their outfits feel personal.
WHAT ARE THEIR STYLE PREFERENCES?
Comfort Is Key: Skinny jeans? Not so much. Gen Z is all about comfort-first fashion. They prefer wide-leg jeans, oversized jackets and looser silhouettes. Gen Z prioritises comfort, fluid and roomy styles for a laid-back, effortless look.
Focus on Athleisure: Workoutwear as everydaywear? Absolutely. For Gen Z, athleisure is a lifestyle. Leggings, hoodies, sports bras and sneakers aren’t just for the gym…they’re a go-to for anything from brunch to errands. Comfortable, stylish and always ready for action!
Minimalism, But Make It Personal: Sure, bright colours and bold prints are in, but a lot of Gen Zers are also embracing minimalism with their own spin. It’s not the plain or basic minimalism millennials knew in the 2010s. Gen Z keeps it clean and simple but always adds a personal touch. For example, crisp white shirts, oversized blazers, black trousers and subtle accessories that quietly make a statement.
Gender-Inclusive Fashion: They’re choosing clothes that feel right to them, no matter what section it’s from. Gender-neutral styles are in and inclusivity is the new normal.
Nostalgic Vibes, Reimagined: Gen Z loves a throwback. From Y2K baby tees and low-rise jeans to butterfly clips and glitter everything, they’re bringing early 2000s fashion back, but with a twist. And it doesn’t stop there. They’re also giving fresh life to ’90s grunge, ’70s boho and ’60s mod styles. It’s vintage, but done their way.
Sustainability Matters: For Gen Z, looking good doesn’t mean ignoring the planet. Thrift shopping, upcycling and choosing sustainable brands are all part of the fashion game. Wearing pre-loved clothes is cool and conscious.
GEN Z REMAINS OPTIMISTIC
Around 1 in 4 Gen Z individuals are in the workforce today and despite the ongoing economic uncertainty, Gen Z remains hopeful and optimistic about the future. This generation sees change as exciting, with over 70 per cent eager to try new things – be it fashion trends, the latest tech or new experiences.
While many assume Gen Z doesn’t spend much, they actually shop just as frequently as Millennials do. However, before making a purchase, they prioritise doing their homework by checking reviews, listening to experts and watching content from creators to ensure they are making the right choice and that every rupee is well spent.
Interestingly, 76 per cent of Gen Z are willing to try new brands, presenting a big opportunity for budding start-ups.
However, to connect with this generation, brands need to keep up with trends, introduce new ideas quickly and offer visually immersive experiences both digitally and in real life. It is also important to offer a seamless shopping journey across websites, apps and retail outlets.
