Amazon is looking to tap into the Korean pop craze among Indians this festive sale

The festive season is here and most e-commerce players are gearing up to pique the interest of online shoppers. E-commerce giant Amazon has announced its Great Indian Festival from October 8. Amazon is looking to tap into the biggest and newest segment of GenZ this time in the sale, setting up an ‘Amazon Xperience Arena’ in Delhi College of Arts and Commerce, University of Delhi. The company said has a strong preference for K-pop-inspired attire.

Despite, inflationary concerns, many reports suggest that consumption is going up. According to the fourth wave of the UBS Evidence Lab, India’s post-COVID consumption outlook consumer survey, Indian consumer spending may rise this year — 70% of respondents expect festive spending to rise and 18% expect stable spending.

According to Amazon’s own trends, 50% of customers shopping on its website or app are from GenZ and from North India. Customers in Delhi show a strong inclination towards premium products, such as premium sarees in the newly launched ‘Saree Store’. Amazon said the GenZ customer is keen on K-pop-inspired attire, such as oversized clothing, including baggy pants and oversized blazers, and nostalgia-driven fashion trends from the Nineties and early 2000s styles. GenZ is also opting for indo-western styles like print-on-print sets, ethnic co-ords, and pre-draped sarees, Amazon said.

Amazon said it is launching more than 5,000 new products, along with new offers across categories including Grocery, Fashion & Beauty, Smartphones, Large appliances & TVs, Consumer Electronics and more.

Saurabh Srivastava, Vice President, Amazon Fashion India, said fashion and beauty is growing to become the biggest segment on Amazon this festive season. “For Fashion and beauty enthusiasts, we have thousands of new launches from over 50+ brands on Amazon.in. Delhi is one of the top-performing cities for Amazon Fashion. We have observed an increase in demand for premium products from Delhi’s fashion enthusiasts and GenZers are opting for K-pop-inspired (Korean) and nostalgia-driven trends, such as 1990s and early 2000s styles.”

According to a recent study conducted by Nielsen Media commissioned by Amazon India, consumers across India are bullish, excited and more eager than ever to shop online this festive season. About 81% of consumers intend to shop online this festive season; 50% are willing to increase their spending compared to last year; and over 75% trust e-commerce platforms to offer genuine products and find it most convenient for festive shopping.