On Monday, Brand Studio Lifestyle (BLS), a fast fashion brand, announced a remarkable achievement, revealing that the company experienced a staggering 132% year-over-year growth by shipping a record-breaking 4.3 million pieces in October.
As reported by the digital fashion provider, a substantial portion of the products sold during this timeframe consisted of fashionable styles targeted towards the Gen Z demographic. Additionally, the company acquired eight hundred thousand new customers through online channels.
The company has indicated that the increasing demand points towards a specific market segment that Brand Studio Lifestyle (BLS) is well-positioned to capture. This capability positions the company to navigate market slowdowns, as evidenced by robust sales figures. The sustained demand for value-oriented fashion from smaller towns and cities further underscores this trend.
“Despite the market slowdown, over 65% of Brand Studio Lifestyle’s revenue comes from Tier II and III cities, up from approximately 40% a few years ago. This can be attributed to the growing aspiration for youth-centric fashion in smaller towns and cities. Zoomers (Gen Z in their vocab) are taking an increasingly fashion-forward stand and expect the latest trends at affordable prices,” said Astha Sahay, Director E-Commerce, Brand Studio Lifestyle.
Roughly 90% of the company’s income is derived from transactions conducted on popular e-commerce platforms such as Myntra, Flipkart, and Ajio. The remaining 10% is generated through the company’s Direct-to-Consumer (D2C) initiative, which includes platforms like Getketch.com, Ketch App, and physical shop-in-shop formats like Fashion Factory.
Dedicated to providing stylish and budget-friendly products, BLS encompasses six brands: Highlander, Tokyo Talkies, Vishudh, Ketch, and Locomotive.
According to the digital retailer, there is a high demand for various trends, including gender-neutral clothing, oversized shirts and T-shirts, 90s and Y2K throwback fashion, baggy jeans, cargo styles, graphic design-led prints, and K-Pop-inspired fashion.
“Using its unique trend discovery data modelling capabilities, the company has zeroed in on trends that Gen Z consumers are looking for,” BLS further stated in a release.