News Desk, News Nation 360: Brand Studio Lifestyle (BSL), a house of fast fashion brands, broke its record by shipping 43 lakh pieces in October 2023. This works out to an eye-popping 132% year-on-year (YoY) growth. Significant amounts of the merchandise sold during this period were trendy Gen Z-focused styles. Through online channels, the brands of BSL have added over 8 lakh new customers. Sales through leading e-commerce platforms like Myntra, Flipkart and Ajio account for about 90% of the company's revenue. The remaining 10% is generated by its Direct-to-Consumer (D2C) initiative, which includes Getketch.com, Ketch App, and physical shop-in-shop formats such as Fashion Factory. Brand Studio Lifestyle brands — Highlander, Tokyo Talkies, Vishudh, Ketch and Locomotive — offer products that are "on-trend" and affordable for aspiring fashionistas across India, with a primary focus on the latest, trendy fashion for Gen Z and young consumers who love fashion nationwide. Astha Sahay, Director of E-Commerce, Brand Studio Lifestyle stated that 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. Through their unique fashion supply chain ecosystem, they can meet the growing appetite for fashion among Gen Z, driving consumption across all tier cities. This capability enables them to deliver an extraordinary breadth of options in the shortest possible lead time, making it the mantra for BSL to overcome any slowdown. The growing demand also indicates a niche space that Brand Studio Lifestyle is poised to occupy which can overcome the market slowdown as demonstrated in the healthy sales numbers since the demand for fashion at value continues to grow from smaller towns and cities.