The report states that the rapidly expanding influencer and supplier ecosystems will only further accelerate this growth
Categorised by frequent introductions of trendy collections at affordable prices, the trend-first commerce is gaining momentum in the country. The trend-first fashion model is expected to grow fourfold, reaching around USD 8 to 10 billion by 2028, with more than half of this revenue from online sales.
A report by Bain and Company, in collaboration with Flipkart, has revealed that the model is expanding beyond fashion, with the role of the trendy assortment expanding in categories such as beauty (Korean glass skin routine), electronics (vibrantly coloured smartwatches), and luggage.
“India’s unique demographics, with a large base of young, value-conscious consumers who are active on social media, position it perfectly for the trend-first commerce boom. The rapidly expanding influencer and supplier ecosystems will only further accelerate this growth,” the report stated.
Titled ‘How India Shops Online 2025’, the report added that in India, multiple players are looking to capture a slice of this market. Offline brands such as Zudio, H&M, and Zara have successfully offered a trends-first proposition to Indian consumers.
Meanwhile, online platforms, such as Flipkart Spoyl, Myntra Fwd and Shein, along with emerging brands like Urbanic, Snitch, and NewMe, are also looking to win over Gen Z consumers and trend-savvy millennials, as mentioned in the report.
Investing in social media to target Gen Z and offering hyper-trendy, low-priced collections with daily introductions driven by advanced trend-spotting algorithms have been the key components for growth in this model.
The report added that utilising a test-and-scale model to quickly introduce and restock popular styles and providing a bespoke user experience that emphasises novelty and rewards user engagement are also key elements.
