How NEWME Captured Gen-Z Hearts: A Fashion-Tech Story of Innovation

In the ever-evolving realm of fashion and technology, a revolutionary force has emerged, capturing the essence of adaptability, innovation, and self-expression. NEWME, a dynamic fashion-tech brand, has swiftly risen to prominence in the Indian market, carving a niche for itself among discerning Gen-Z women. Behind this phenomenon is the vision and determination of four individuals—Sumit Jasoria, Shivam Tripathi, Vinod Naik, and Himanshu Chaudhary. Together, they have woven a tapestry of success, transforming NEWME from a concept into a pulsating reality.

"To build a good company, you need a solid team and an exciting problem statement," says Sumit Jasoria, Co-Founder & CEO, NEWME

Navigating Market Latency

The ban on popular Chinese fashion apps in India revealed a gap in the market, and the team at NEWME saw an opportunity to disrupt the fast-fashion landscape. Vinod Naik, with over a decade of experience in the fashion and retail space, joined the venture, leading to months of intensive research to understand market dynamics, consumer preferences, and the technological edge required for success.

Jasoria adds, “To be an ultra-fast fashion company, technology is a critical element."

NEWME: More Than a Name, a Mission

The brand's name, NEWME, is a testament to its core values of adaptability and transformation. The pixelated chameleon logo symbolizes the brand's digital-first approach. Sumit emphasizes, "Like a chameleon that adapts to its environment, NEWME encourages women of today to experiment and embrace their new skin every day – to be #NEWMEEVERYDAY."

He further adds, "Clothes are the means for self-expression, and NEWME aims to enable Indian GenZ women to choose from numerous designs and latest styles."

In just 17 months, NEWME has achieved remarkable success, growing at a rate of 2x quarter-on-quarter. The brand's unique approach to the festive season, focusing on occasions like Halloween and Christmas, has garnered significant attention, with a 300 percent increase in Halloween collection sales. Sumit proudly shares, "This festive season will be significant for us," marking it a testament to the brand's rapid ascension.

The unparalleled love from its customers has helped the brand witness its biggest sale ever, clocking in 10X sale of the daily average order this Black Friday.

Adapting to Gen-Z

The journey wasn’t without its share of learnings. NEWME discovered that Gen Z buyers prefer curation over an overwhelming abundance of designs. This led to a strategic shift, focusing on presenting a well-balanced selection to avoid overwhelming the consumers.

"Gen Z buyers desire a sufficient range of options but are averse to being overwhelmed by an abundance of designs. They lean towards curation," emphasizes Jasoria.

D2C Strategy

NEWME's retail and marketing strategy revolves around a perfect blend of online and offline channels. With a strong online presence on Instagram and a high engagement rate, the brand has also ventured into the physical realm with two stores in Bengaluru. Sumit shares, "Our strategy combines the best of tradition and innovation, engaging customers through both online and offline channels to make NEWME the first choice for GenZ women."

Most of its online shoppers have discovered the brand on Instagram, making NEWME have one of the highest engagement rates on the social media platform in its category.

At NEWME, the customer is the king, and their feedback is the compass guiding product refinement and expansion. The brand's omnichannel approach, including pop-up stores and meet-and-greet sessions, allows direct customer interaction, shaping collections based on their desires and aspirations.

Tech-Infused Growth

Technology is not just a tool for NEWME; it's the backbone of its operations. From design inception to launch, technology plays a pivotal role. Sumit affirms, "The entire app engagement and retention strategies are tech-driven, with plans for more innovations as user numbers increase."

Believing technology is pivotal to its business, the brand has been actively using it to scale operations from design inception to launch.

Vision 2028: Expanding Horizons

NEWME envisions putting India on the global fashion map and empowering the youth to express their individuality through style. With plans to open 8-10 more stores across India and explore opportunities beyond its borders, Sumit concludes, "Next 5 years will be about expanding our presence as much as expanding our team and also seek opportunities at markets outside of India."

In the vibrant tapestry of fashion tech, NEWME emerges not just as a brand but as a harbinger of change, an epitome of innovation, and a canvas for self-expression in every stitch and pixel. As the brand continues to evolve and captivate the hearts of Gen-Z women, the fashion landscape in India is undeniably witnessing a transformative wave led by the visionaries at NEWME.

Sumit concludes, "Our vision is to put India on the world map for fashion and empower the young to express their individuality by staying stylish."