Gen Z mass fashion brands reshaping India’s retail landscape

India’s retail real estate sector is undergoing a structural shift, driven by changing shopping habits of Gen Z. This generation include those ages 15-29 in 2026 and represents 40% of the population. As the first true "digital natives," they seek both value and current trends, prioritizing affordability and fast-moving products.

As a result, mass-market fashion brands that cater to Gen Z are becoming crucial retail tenants. These brands now account for an increasing amount of leasing activity and are occupying more space in retail centres throughout India.

Indian retail spaces are evolving from just places to shop into experience-focused lifestyle destinations, a shift largely driven by Gen Z consumers. Compared to earlier generations, this cohort allocates a higher share of discretionary income to fashion and apparel, with consumption patterns shaped by rapidly changing styles and constant digital engagement.

To win over these shoppers, fashion retailers must be affordable and bring products to market quickly. Leasing activity by Gen Z-focused fashion brands reflects this shift. It recorded a sharp year-on-year increase, doubling from 0.50 million sq. ft. in 2024 to 1.01 million sq. ft. in 2025 across retail formats. Their share of overall fashion and apparel leasing also rose significantly, increasing from 18% to 24% over the same period.

Figure 1: Gen Z-focused brands gain share in fashion and apparel leasing over two years

^{Source: JLL Research}
Note: For this analysis, 19 brands are classified as Gen Z–focused brands that are trend‑led mass fashion retailers targeting Gen Z shoppers.

Gen Z-focused mass fashion brands have established a well‑balanced presence across retail formats. In 2025, high streets accounted for 53% of the total leased area by these brands, while malls captured the remaining 47%. This near‑parity reflects growing confidence among mall owners in their ability to deliver consistent, everyday footfalls. They are moving away from relying predominantly on periodic, event‑driven traffic traditionally associated with anchor tenants.

Figure 2: Retail footprint distribution of Gen Z-focused mass fashion brands in 2025: Malls vs. High streets

Source: JLL Research

Social media and digital platforms have significantly reduced the consumption gap between Tier I and Tier II cities, driving aspirational fashion demand particularly among Gen Z consumers. As purchasing power and exposure to trend‑led retail grow in these markets, Gen Z- focused fashion brands are emerging as key demand drivers. Brands such as Zudio, OWND! and The Souled Store are expanding rapidly across Tier II cities including Indore, Jaipur and Chandigarh, highlighting this trend.

 Incorporating these brands is becoming critical for mall developers building high‑performing assets in Tier II markets. They drive steady footfalls and stimulate incremental spending across food, entertainment, and lifestyle categories.

Looking ahead, emerging trends suggest that Gen Z-focused mass fashion brands will continue to expand their physical retail presence across both Tier I and Tier II markets. The scale of this shift is evident in Zudio’s performance, which emerged as the largest single‑tenant space taker across categories in 2025, leasing over 0.45 million sq. ft.

India’s growing base of young, aspirational shoppers support this momentum and will shape future retail demand. As the Gen Z population grows and becomes increasingly trend conscious, supported by stronger social media influence, demand for affordable and trend-led fashion is expected to increase. This is likely support steady leasing activity and enable continued expansion for Gen Z focused mass fashion brands across retail formats over the medium-term.