This shift is partly also due to the entry of a critical consumer cohort: Gen-Z. Gen Z shoppers mostly purchase fashion as the first category online and at entry price points. One in three online shoppers is Gen-Z. A few years back, urban populations with spending power were usually those who shopped online. Today, it has trickled down to middle and low-income segments from rural areas as well. Three out of five shoppers belong to Tier 2 or smaller cities, while one in five belongs to low-to-middle income segments. Hence, D2C brands have expanded their target audience to include these emerging cohorts.

In the age of sustainability and brand connection, Many young consumers base their buying decisions on brand narratives first and products second. Brands try to make an aspirational impact on their customers as young customers are exposed to an influencer culture where they are motivated to buy products from brands endorsed by their peers.

New brands make the founders, team and customers the face of the brands. This fosters Deep connection through their personal stories and how it is allied to the mission of the brand. Modern D2C brands pay attention to packaging, ingredients, mode of communication and personalisation. Attention is shifting towards Craft and humanistic design is emerging to the forefront. Emerging successful brands can combine the two with effective marketing strategy and compelling storytelling.

Brands earlier used to earn customers by using advertising at a mass scale, for startups, this isn't a possibility but thanks to Omni-channel retailing and 360-degree customer interaction, they can now share their story with digital consumers, who love being taken care of. Retailers are making the most of social media for marketing and subsequently, growing sales. Many brands like SEPHORA have integrated platforms like Instagram to allow customers to shop directly from their product posts.

Upcoming technologies have the potential to revolutionise the way consumers shop by offering immersive experiences and enhanced product visualisation. Technological upgrades range from voice, vernacular, and image-based search to the adoption of digital wallets, cryptocurrency and innovative payment methods. Most of us are acquainted with Chatbots that make digital transactions more convenient. Nevertheless, Augmented and Virtual Reality, Artificial intelligence and machine learning will continue to play a significant role in personalised marketing, product recommendations, and inventory management.