For growth, apparel brands bank on Gen Z's love for baggy pants and hoodies

Legacy apparel players are making bold fashion bets on GenZ with sub-brands, fast trends, and affordable fits as the segment reshapes India's retail landscape

GenZ is an elusive customer, and brands across sectors are increasingly experimenting to capture a share of their wallets.

 

For apparel companies, which have struggled with growth over the past few quarters, GenZ is a critical audience. Legacy apparel brands are trying to catch their attention with new sub-brands offering everything from cropped tops to baggy pants, oversized T-shirts, and Korean pleated skirts at affordable prices.

 

Last month, Aditya Birla Fashion and Retail (ABFRL) announced the launch of OWND! — a new fashion brand “designed for India’s GenZ and youthful, trend-conscious consumers”.

 

With OWND! — a proposition featuring a new brand name, fresh identity, contemporary store layouts, and trend-driven products — ABFRL expects to carve out a larger presence in the value fashion segment.

 

After converting its existing StyleUp stores into OWND! outlets, the company plans to expand the brand’s footprint to 100 stores by the end of 2025–26.

 

The portfolio, starting at ₹399, spans categories for men, women, kidswear, and accessories, featuring classic GenZ favourites — from hoodies and jeans in versatile fits to denim jackets and coordinated lounge sets.

 

In a similar vein, after the success of Zudio, Trent — from the House of Tata — recently launched a new brand offering called The Burnt Toast. The brand is “designed to empower India’s next generation of creators, trendsetters, and digital-first youth”, the company said.

 

The launch marks “Trent’s bold stride into youth-driven fashion, blending affordability, community, and self-expression”, the company added during the August launch.

 

From trendy silhouettes to playful designs, wearable art, and fashion-forward pieces, The Burnt Toast currently operates five stores, with expansion planned in the second half of the year.

 

Streetwear giant Bershka, part of the Spanish Inditex Group, opened its first store in India and launched on the e-commerce platform Myntra earlier this year.

 

Targeting the country’s youth, the brand offers statement denims, oversized hoodies, cargos, and chic dresses. Through Myntra, Bershka “gained access to 21 million GenZ users, one of the largest bases of this demographic in the country”, the e-tailer said in a media release.

 

Clearly, GenZ is the demographic every apparel brand is chasing as the focus shifts to affordable fashion.

 

The overall apparel market in India is growing at nearly 12 per cent. Fast fashion, which accounts for 12–15 per cent of this market, is growing at 25–30 per cent. “So every company with an apparel presence wants a slice of fast fashion,” says Karan Taurani, executive vice-president at Elara Capital.

 

“It is the fastest-growing category with better inventory turns. With a GenZ focus, the price points are attractive, and purchase frequency is high. It’s a growth opportunity every brand wants,” he adds.

 

According to a Deloitte report, GenZ is India’s largest end-consumer segment, directly or indirectly influencing 45–48 per cent of lifestyle purchase decisions, “making them the key focus of leading apparel and retail brands”.

 

The report notes that almost $40–45 billion in apparel and footwear purchases are influenced by GenZ, who tend to buy more frequently in line with ongoing trends while generally preferring lower price points compared with millennials.

 

“For the GenZ consumer, self-expression is paramount. They don’t want clothes with perfect creases, heavy fabrics, or traditional prints that don’t resonate with them. That’s why many brands are tailoring offerings for them. While older customers hold back spending, the younger generation is more willing to spend, albeit in small amounts,” said an industry executive.