NEWME, a Gen Z-focused fashion startup, has hit headlines lately with its introduction of a 90-minute delivery service for select areas in Delhi-NCR. It is promising ultra-fast delivery, but the bigger question is whether the concept will truly revolutionize the industry or else simply add another layer to the growing fast commerce trend.
The concept of fast fashion delivering in like a natural progression for a market already obsessed with instant gratification. Companies like Zepto, Blinkit and Instamart have redefined the speed at which we receive essentials like groceries and household items. Hence, it is not a surprise that fashion is the next frontier. The initiative of NEWME taps into this growing desire for speed and offering more than 6,000 styles at the doorstep of customer within 90 minutes.
Founder and CEO Sumit Jasoria mentioned in a LinkedIn post that the idea stemmed from customer frustration over delayed deliveries that usually stretched from 2 to 3 weeks. Reducing delivery times extremely may look like an innovative leap. The concerns remain about sustainability, quality control and future of customer expectations.
The move reflects broader trends within quick commerce segment where categories once were just limited to groceries and are expanding to include small appliances, fashion and more items. However, fashion often requires a more thoughtful approach as consumers value fitness, quality and experience of shopping itself.
NEWME’s bold move, while innovative, seems more like an experiment than a long-term solution to fast fashion’s deeper problems. If anything, it’s a reflection of the times, where speed is often prioritized over substance.
Ultimately, time will tell if NEWME’s 90-minute delivery becomes a benchmark for fast fashion or just a fleeting trend in the race for quick commerce supremacy.
