Key Highlights :
Rare Rabbit to offer high-end fashion on Zepto in 10 minutes from major Indian metros.
Women’s, children’s, footwear, and streetwear segments to be included in the growth strategy.
India’s q-commerce market is expected to expand from $2.8 billion in 2023 to more than $10 billion by 2026, with fashion emerging as a top driver.
Key Background :
Rare Rabbit, which is part of The House of Rare, has developed a strong image for premium men’s fashion and fashionable designs. The company is now tapping the powerful delivery infrastructure of Zepto to capitalize on increased demand for instant access to premium lifestyle and apparel products.
Zepto, a pioneer in the quick-commerce platforms, first launched itself with daily essentials and groceries but has been adding categories slowly to respond to changing consumer needs. Its efficient logistics and extensive city coverage make it a great partner for luxury brands that want to hitch a ride on India’s growing instant-gratification trend.
Indian city consumer behavior is changing at a lightning-fast pace. Gen Z consumers and millennials put a greater emphasis on speed, convenience, and frictionless digital shopping experiences when buying fashion and lifestyle products. There lies an opportunity for fashion brands to adopt quick-commerce as one of the channels for capturing impulse fashion purchases and same-day apparel requirements.
Business analysts estimate that the q-commerce market will almost double in worth within two years, and fashion is poised to be at its core. Fast delivery, something that was not previously deemed a necessity for apparel, is now a business necessity to obtain the type of consumer who requires quality, as well.
At the helm of this charge is Rare Rabbit’s collaboration with Zepto. The move not only expands the reach of consumers but also represents a more drastic turn for the fashion premium retail and distribution in India. It indicates that convenience, which had long been a defining feature for essentials, is fast becoming a signifier in luxury retailing as well.
About the Author
Abhishek Roy
Abhishek Roy is a Managing Editor at Business Minds Media India.
