As consumer expectations continue to evolve, fashion brands are embracing a new trend that’s sweeping across industries: quick commerce. Traditionally the domain of groceries and essentials, quick commerce—characterized by delivery times of 10 to 30 minutes—has begun to reshape the fashion landscape as well. Driven by the need for speed and convenience, brands are finding innovative ways to leverage this model to cater to today’s fast-paced consumer lifestyle.

The quick commerce industry in India is currently valued at $700 million and is projected to reach a staggering $5.5 billion by 2025. As the addressable market for this industry grows to $60 billion, fashion brands are moving swiftly to capitalize on this trend, combining ultra-fast deliveries with the stylish offerings consumers desire. With the rise of platforms like Blinkit and Zepto, fashion brands see quick commerce not just as a delivery mechanism, but as a critical part of their retail strategies.

Fashion Meets Instant Gratification

For many fashion brands, quick commerce offers an unparalleled opportunity to meet the immediate demands of modern shoppers. As Sidhant Keshwani, Founder and CEO of Libas explained, “Fashion has largely remained untapped in the quick commerce space, and we believe there is a major opportunity here, especially during high-demand festive seasons like Diwali and Rakhi.” He added, “We are actively exploring partnerships to leverage quick commerce as a platform to deliver fashion more quickly, bringing our customers what they need, when they need it.”

Libas isn’t alone in recognizing this trend. Brands across the spectrum are tapping into quick commerce as a way to enhance their connection with consumers, creating new opportunities to scale. One key advantage lies in the ability to deliver products quickly during peak shopping periods, allowing brands to satisfy the festive rush without the logistical challenges that typically accompany traditional retail.

Leveraging Quick Commerce Platforms

For Clovia, a brand that specializes in intimate wear, the leap into quick commerce came about two months ago with partnerships on Blinkit and Zepto. As Abhay Batra, Co-Founder and CFO of Clovia, explained, “Working with these platforms is like managing online distribution, but it comes with its own unique set of challenges. Quick commerce is all about location-based availability—customers only see products stocked in nearby dark stores, and delivery efficiency depends on that proximity.”

The response, Batra noted, has been overwhelmingly positive. “The demand has exceeded our expectations, to the point where we’ve had to double our buying budget just to keep up. This model has allowed us to reach customers in a way that complements our existing channels, offering a faster, more direct way to shop for our products.”

Similarly, VIP Clothing is poised to enter the quick commerce space with a focus on innerwear—a category where convenience is paramount. Sunil Pathare, Chairman and Managing Director of VIP Clothing, highlighted how this move fits into the brand’s broader strategy of enhancing customer experience. 

“Our quick commerce initiative is about more than just fast delivery. We’re positioning VIP Clothing as a brand that not only stands for style and quality but also convenience. Customers can get their favorite VIP Inners delivered rapidly through a variety of platforms, making the shopping experience seamless and enjoyable,” Pathare said.

VIP Clothing’s foray into quick commerce underscores a broader trend among fashion brands: the realization that speed is an essential part of modern retail, especially for basic items like innerwear. By ensuring products are available at customers’ doorsteps in minutes, the brand is betting on an elevated shopping experience that matches the needs of time-starved consumers.

From Essentials to Premium Fashion

Quick commerce is not just benefiting essentials like innerwear or comfort wear. Premium fashion brands like U.S. Polo Assn. are also getting in on the action. In a landmark partnership, U.S. Polo Assn. collaborated with Zepto to bring its iconic, stylish apparel to the platform. Shailesh Chaturvedi, MD & CEO of Arvind Fashions Limited, which owns U.S. Polo Assn., is enthusiastic about the collaboration. 

“With U.S. Polo Assn.’s sporty coolness and Zepto's lightning-fast delivery, we’re bringing a new level of accessibility and convenience to our customers. It’s an exciting, trendsetting solution for the modern-day needs of our consumers.”

This collaboration represents a significant shift in how quick commerce is being utilized—not just for groceries or personal care items but for premium international brands as well. Chaturvedi sees this partnership as the beginning of a new era in fashion retail. “Consumers today value speed and style in equal measure, and this initiative with Zepto allows us to deliver on both fronts. Whether it’s a classic polo shirt or casual wear, customers can now enjoy the U.S. Polo Assn. collection within minutes, giving them a new level of convenience.”

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The Future of Fashion in Quick Commerce

As more fashion brands venture into quick commerce, the industry is expected to grow exponentially. This shift in consumer behavior is driven by the need for instant satisfaction, especially during high-demand periods such as festivals or impromptu social events. For brands like Libas, Clovia, VIP Clothing, and U.S. Polo Assn., quick commerce isn’t just about logistics—it’s about transforming the way fashion is delivered and consumed.

For the fashion industry, quick commerce represents a new frontier. By integrating ultra-fast deliveries with innovative retail strategies, brands can provide consumers with the immediate satisfaction they crave while maintaining the quality and style they expect. The future of fashion retail is fast—and the brands that can embrace this speed will likely be the ones that come out on top. Whether it’s U.S. Polo Assn.’s premium apparel, Clovia’s intimate wear, VIP Clothing’s innerwear, or Libas’ festive collections, the fashion world is moving faster than ever—and consumers are ready to keep up.