Flipkart Launches SPOYL To Target Fashion Needs Of Gen Z Customers

Ecommerce giant Flipkart has launched an app-in-app fashion vertical, SPOYL, targeted at Gen Z customers. SPOYL will be a vertical within Flipkart’s app and will feature more than 40,000 products across categories such as western wear, accessories and footwear.

SPOYL will form a separate on-app interface, similar to what Myntra has done with its Gen Z-focused in-app vertical, FWD. Explaining the rationale behind the move, the ecommerce giant said more than 25% of Flipkart Fashion’s customers were Gen Z, hence the move to launch a platform specifically for these users.

The platform includes a different user interface (UI) than the Flipkart Fashion segment within its app, featuring unisex product navigation to enable gender-agnostic browsing for styles.

“With ‘SPOYL’, unique styles addressing current Gen Z fashion needs will be made available to every shopper, such as gender-neutral apparel, Korean-inspired designs and trendy college wear, to name a few,” said Flipkart.

Speaking about the launch, Sandeep Karwa, VP, Flipkart Fashion, said, “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.”

“At Flipkart, we understand that value fashion doesn’t mean compromising on quality and ethical production practices. By encouraging our seller ecosystem to use on-spot trend inputs and incorporating advanced planning, we strive to make available the most stylish garments, made possible by technology and data insights,” added Karwa.

Myntra, also a wholly-owned subsidiary of Flipkart, introduced two new verticals for Gen Z users, FWD and Everyday, to offer new-generation styles and affordable everyday wear, respectively. The fashion ecommerce platform also introduced Myntra Minis, a short video platform, to improve user experience.

With players like Nykaa Fashion, Tata CLiQ, Reliance AJIO, and D2C fashion brands competing for attention, Flipkart’s move to create SPOYL, following Myntra’s lead, might set a trend for other platforms.

According to a report by Bain & Co, one in three online shoppers is Gen Z and these shoppers mostly purchase fashion as the first category online, at entry price points. As such, ecommerce platforms in India have been targeting the upcoming generation of consumers.

Per Inc42’s ‘State of Indian Ecommerce, Q2 2023’ report, fashion & apparel was a $20 Mn market in India as of 2022, with the segment set to become a $112 Bn opportunity by 2030, accounting for more than a quarter of India’s $400 Bn ecommerce opportunity by then.