As modern consumers prioritize comfort and eco-friendliness, Delhi’s clothing brands are reshaping their strategies to connect with Generation Z this summer.
In Delhi, the clothing industry is undergoing a significant transformation in response to the changing preferences of modern consumers, particularly among Generation Z. As summer approaches, brands are adjusting their strategies to appeal to this demographic by focusing on performance-driven fashion, influencer collaborations, limited-edition drops, and engaging digital storytelling.
Anand Ayyar, CEO of Arrow, remarked that this summer’s clothing focus combines comfort with sophistication. He elaborated, stating, “Our marketing strategy is more precise and data-driven, with increased emphasis on digital channels and targeted communication to connect with our audience more effectively.” Ayyar emphasized the importance of versatile and easy-to-wear designs, highlighting that the company’s approach relies heavily on both digital outreach and in-store experiences.
Similarly, Arvind Limited is redefining linen through its “Linen by Arvind” campaign, positioning it as a versatile fabric suitable for both work and leisure. The company is directing its efforts towards modern consumers and Generation Z through digital platforms and influencer partnerships. An Arvind spokesperson commented on how breathable and eco-friendly attributes of clothing are moving Generation Z to prioritize comfort and sustainability when selecting wardrobe essentials. “To attract and persuade Gen Z consumers, we at Arvind Limited are focusing on creating contemporary and functional linen styles that align with their lifestyles,” the spokesperson noted. They also plan to convey these aspects through content like the “Get Ready With Me” series, which aims to promote bespoke tailoring.
Sustainability is another key trend highlighted by industry players this summer. Jigar Patel, Managing Director of G3+ Fashion, noted how the company is leveraging data analytics for personalized marketing while adopting eco-friendly materials and socially responsible production methods. Patel stated, “This summer, we will enhance our online presence by optimizing our e-commerce site, making it easier for customers to shop, especially since 66 percent of Gen Z shoppers in India prefer online shopping over visiting physical stores. We will also improve our social media marketing and collaborate with popular fashion bloggers.”
As brands navigate these changes, the focus remains on creating products that resonate with the evolving values of young consumers, with an eye toward sustainability, comfort, and innovative marketing strategies.
Source: Noah Wire Services
