Remember your last night-out panic?
The one where your entire wardrobe ended up on the floor, and still — nothing felt right? 🌀
You wanted something that screamed hot, on-trend, effortlessly you.
But Zara’s out of budget, H&M didn’t get the memo, and scrolling Instagram boutiques just gave you trust issues. 🙄
You needed a fit that looked good, felt good, and didn’t make your bank account cry.

Newme gets it. ✨
It's not just another fashion brand — it's your hype crew.
Affordable styles that are actually trendy, made for your mood, your vibe, your budget.
Drop by drop, bringing the ‘add to cart’ energy — no gatekeeping, no cringe.
Because style shouldn’t be a struggle — it should be your power move. 💅

Newme — made for your vibe, built for your closet. 🔥

🚀 What is Newme

Newme is a digital-first fashion brand transforming how Gen Z in India discovers and shops for style.

Operating on a rapid design-to-drop cycle, Newme launches weekly fashion collections inspired by

• global trends
• creator culture
• real-time GenZ consumer behavior.
  The brand combines trend agility with price accessibility, positioning itself as the go-to wardrobe solution for India’s young, style-conscious consumers.

With a data-informed design process and an omnichannel retail strategy, Newme is building India’s first Gen Z-native fashion ecosystem — fast, expressive, and community-first. From mobile-first shopping to immersive offline stores, Newme delivers a seamless, trend-forward experience wherever Gen Z discovers fashion.

💡 How Newme Found Its Footing

• During the pandemic, founder Nikhil Jasoria noticed a shift in Gen Z behavior — especially their obsession with Korean dramas and global streaming content.
• Inspired by his young nieces’ binge-watching habits, he explored the rise of K-dramas among Indian teens and discovered a growing demand for globally-influenced style.
• This revealed a gap: while Indian Gen Z was consuming global culture, their fashion choices weren’t evolving at the same pace.
• Fast fashion giants like Zara, H&M, and Myntra existed — but none were agile or Gen Z-first in their approach.
• Newme was born to fill this gap: a fashion brand built at the speed of the internet, inspired by global trends, and tailored for Indian youth.

✨ What Makes Newme Unique?

• Gen Z-first fashion brand targeting India’s ~375M Gen Z population, a digitally native, trend-hungry segment underserved by traditional players.
• Operates on a drop-driven model — releasing 500 new styles every week, with over 12,000+ SKUs live at any given time.
• Omnichannel presence with a mobile-first, website and offline stores across India; combines digital discovery with high-touch retail experiences.
• Own-label brand, giving Newme control over quality, margins, and brand storytelling
  

🛒 How Does Newme Work?

Newme operates on a tech-enabled, inventory-backed business model — built to deliver fast fashion with speed, precision, and relevance.

👚 Understanding the Product: Newme

To understand the core value proposition of Newme, let’s take a look at how it communicates through its app interface.

🧩 What are some problems Newme solves?

👉 Lack of Gen Z-focused Indian fashion brands
👉 Slow response to viral/global fashion trends
👉 Expensive options from legacy fast fashion players (Zara, H&M)
👉 Inventory-heavy models leading to stale fashion
👉 Long wait times or delivery delays
👉 Limited variety & frequency in traditional retail
👉 Disjointed shopping experience between online & offline
👉 Lack of personalization and real-time feedback loops

💡 How does Newme solve these problems through its CVP?

🛍️ How does a user experience the core proposition of Newme repeatedly?

By successfully placing orders on Newme’s mobile platform multiple times a week/month/year to stay on-trend, discover fresh styles, and express themselves through affordable, Gen Z-relevant fashion — all while experiencing Newme’s core value props of speed, trendiness, and personalization.

👀 Browsing & Discovery

• User opens the Newme app and is immediately met with fresh drops, trend-led collections, and fashion edits curated for Gen Z.
  
  

💸 Affordability & Access

• Price-conscious styling makes trend-forward outfits accessible under ₹1,000.
• Frequent sales, offers, and discounts reinforce Newme’s affordability.
  
  

🕶️ Trend Relevance & Personal Expression

• Data-backed styles reflect global pop culture: K-pop, streetwear, Y2K, coquette-core, etc.
• Users see outfits that mirror their social media feeds, fueling personal style expression.
• The app becomes a daily scroll habit — not unlike Instagram or Pinterest.
  

🚚 Seamless Checkout & Delivery

• One-tap checkout with pre-filled details, UPI, wallets, and COD options.
• Real-time delivery status + same-day or 60–90 min shipping (Newme Zip).
  

💖 Loyalty & Retention

• Habit-forming style cycles (weekly drops, limited-time edits) drive FOMO and return behavior.
• Gamified experiences, wishlists, and referral programs create community value.
• With a 4.4+ rating on the Play Store, Newme’s frictionless UX and onboarding delights users.

⏰ Natural Frequency of the User

🔁 Trigger Points: What Drives a User Back to Newme?

Each user segment responds to different stimuli that nudge them toward re-engagement. These trigger points can be emotional (FOMO, self-expression), rational (discounts, limited-time drops), or social (influencer posts, peer validation). Understanding these moments helps map personalized retention strategies across user types.

🧭 Does Newme have any Sub-Products

Based on the different ways users access and experience Newme, the brand can be viewed as offering three distinct sub-products — the web/mobile app, offline retail stores, and Newme Zip (quick commerce).

What is natural frequency of sub-products?

To strengthen engagement and drive repeat usage, Newme needed to increase the perceived value of its core value proposition. If even core or power users interact with the platform only 1–2 times a month, the brand has to find ways to reduce friction and amplify immediacy. This led to the entry into the quick commerce space with Newme Zip — solving for urgency and spontaneity. An order that would typically take 3–5 days to arrive can now reach the user’s doorstep within 60–90 minutes, making Newme not just trendy, but instantly accessible.

What is the best engagement framework for Newme?

Here is what each engagement framework could mean for Newme:

For Newme, purchasing fast-fashion products is the core feature.

Thus, the best engagement framework must meet the following criteria:

• Bring the user closest to the core action of purchase
• Solve for the majority of the user base
• Use metrics that are actionable and habit-forming

💡 While AOV reflects value per transaction, it does not indicate stickiness. A user could place one large order, never open the app again, and still skew the depth metric. That’s not a healthy signal of engagement.

In contrast, order frequency captures sustained engagement — a user returning to Newme to shop weekly drops or seasonal edits signals true connection with the brand.

✅ Hence, for Newme, Frequency is the most accurate framework to measure user engagement.

Thus in conclusion;

🔑 Defining an Active User for Newme

🛍️ Core Action

At Newme, the core action that defines an engaged and active user is completing a purchase on the app.

A user who checks out and places an order — regardless of cart size or order value — is considered to be actively engaging with the brand's primary value proposition: trend-led fashion made accessible with speed and convenience.

🔍 Understanding User Segmentation Methods for Newme

✅ Selecting User Segmentation Methods for Newme

Recommended User Segmentations for Newme

🚫 Segmentation That’s Less Useful

💡 In Summary:

To boost repeat purchases — Newme’s core engagement — a combination of:

• Behavioral segments (Casual/Core/Power + RFM)
• Motivational context (ICP)
  is the best way forward.

🏊‍♂️Deep dive into the selected segmentation frameworks

1. Segmentation- Ideal Customer Profile (ICP)

Background Overview

Behavioral understanding

Interaction of the user with Newme

Deep Dive on the ICPS

• Triggered by: Instagram ads, influencer collabs, and major sales events — she’s not actively hunting for styles but reacts when something catches her eye.
• Shops occasionally, about once every 2–3 months — mainly for last-minute plans or when there’s a compelling offer or social event.
• Spends ₹2000–3000 per order, usually buying 2–3 items she can mix and match easily.
• Not deeply loyal — she’ll switch to Urbanic, H&M, or even local markets if the pricing or style seems better.
• Channel preference is mostly mobile app, sometimes visits offline stores with friends but rarely makes purchases there.
• Returns for repeat buys only when needed, not habitually — Newme isn’t top-of-mind unless prompted by an external trigger.
• Perceives fashion as functional — the goal is to look confident without putting in too much thought or spending a lot.
• High potential for re-engagement through limited-time collections, push notifications during seasonal events, and styling content that saves decision time.

• Triggered by: Campus influencer collabs, peer recommendations, and trending fashion reels — highly influenced by what’s popular in her social circle and online.
• Shops every 1–1.5 months, often before fests, events, or casual college outings — driven by the need to stay trendy and “seen.”
• Spends ₹1500–2000 per order, balancing budget with aesthetics — looks for styles that photograph well and feel unique.
• Moderately loyal, but will experiment with competitors like H&M, Urbanic, or even thrift pages on Instagram if something trendier or more affordable appears.
• Engages primarily through the mobile app, browsing during free time — doesn't shop in-store due to location limitations (tier 2 town).
• Returns to Newme consistently, especially if styles align with current trends — appreciates frequent drops and variety.
• Fashion is an extension of identity — she wants to express herself without breaking the bank and seeks pieces that feel curated for her age group.
• High potential to deepen engagement with Gen Z-oriented features like campus rep programs, discount codes, and personalized “style edits.”
  

• Triggered by: Instagram influencer collabs, app notifications, and fashion recs from close friends — always on the lookout for what’s trending and high quality.
• Shops 1–2 times a month, typically making intentional purchases tied to work events, dinners, or weekend plans — values newness and self-expression.
• Average AOV ₹2500–3000 — willing to pay a premium for pieces that feel elevated and help her stand out without being flashy.
• Highly loyal, rarely switches to competitors unless quality drops or price doesn’t feel justified — enjoys discovering new drops on Newme.
• Uses both app and offline store — prefers the app for browsing and the store for touch-and-feel assurance before committing.
• Returns frequently to shop again, especially when new collections drop — habits are tied to staying ahead of trends and rotating her wardrobe.
• Fashion is a lifestyle enhancer — outfits must align with her work-life aesthetic and city social culture.
• Strong candidate for high-tier loyalty perks — early access, in-store events, curated lookbooks, and ZIP delivery would boost engagement even more.

2. Segmentation- Casual, Core, Power users

3. Segmentation- RFM Framework

🔳 Newme RFM Segmentation Framework

Product Hook

🛑 Problem Statement

A user finds a dress she really likes on the Newme app. But…

• There are no customer reviews,
• No real-life photos or videos,
• No idea how it fits people like her.
  She tries finding photos on Instagram or TikTok, but nothing comes up.
  She even asks her friends, but they’re just as clueless.
  Eventually — she drops off, never purchasing the product.

1. Let’s make beauty shopping more transparent — users often hesitate to buy because they can't see real photos, genuine reviews, or peer opinions directly on Newme. This lack of clarity leads to drop-offs and lost trust.
2. Current discovery is scattered and opaque — users leave the app to hunt for real-life feedback on social media or through friends, which breaks the shopping flow and reduces conversion.

🎯 Goal

To increase transparency and trust in the product discovery and decision-making journey by enabling users to access real, relatable information—reviews, user photos, and peer opinions—without leaving the app.

To convert casual users to core users.

✅ Success Metrics

• 📉 Drop-off Rate from product pages (especially for products with 0 reviews) decreases
• 📈 Conversion Rate on previously low-converting SKUs improves
• 🔁 Repeat Purchases from users who engaged with peer-generated reviews or content increase
• 🕒 Avg. Session Time on PDPs (Product Detail Pages) increases as users engage more with social proof
• 💬 % of Products with User-Generated Reviews/Photos grows month-over-month

🛠 Current Alternatives

1. Instagram Search
   Users manually search the product name on Instagram hoping to find real-life photos or influencer posts. This is often hit-or-miss and lacks authenticity.
2. YouTube / Reels Reviews
   They search for video reviews to see how the product looks or fits in real life—but this only works for highly viral or old SKUs.
3. Asking Friends / Group Chats
   Many users turn to their inner circle on WhatsApp or college/work group chats to get opinions or see if anyone has tried the item.
4. Relying on Gut / Dropping Off
   If none of the above yield results, they either make a risky purchase (which might lead to returns) or drop off entirely.
5. Look for the Product on Other Platforms
   Users often cross-check on websites like Amazon, Myntra, or even Pinterest hoping to find more content, images, or reviews about the product.

✅ Solution

Newme can introduce an in-app two-layered social shopping experience:

1. Style Stories – A public gallery of user-generated reviews and outfit photos directly on the PDP (Product Display Page), increasing trust, transparency, and styling inspiration.
2. Private Circles – A more intimate, friends-only sharing experience, where users can create groups, share pictures privately, and discuss or borrow styles.

This empowers both social and reserved users to engage in the shopping journey on their terms—mirroring the real-world “friend recos and DMs” behavior inside the Newme ecosystem.

Another hook could be:
Virtual Try-On is designed to reduce purchase hesitation and build confidence in product selection by allowing users to visualize outfits on themselves before buying. Shoppers can either upload a photo or use their camera in real time to see how a piece fits their body type, style preferences, and vibe. This is especially useful for casual or first-time users who are unsure about sizing, fit, or how to style a look. By removing the guesswork, the virtual try-on experience creates a fun, interactive, and personalized shopping journey — ultimately increasing conversion, reducing returns, and encouraging deeper engagement with the Newme platform.

Existing proof of concept:

📊 Metrics to Track

• % of products with at least 1 user-shared image or review
• Conversion rate of users who viewed shared reviews/photos
• Friend groups created and used
• Drop-off rate at product detail page
• Time spent on product page before and after feature implementation
• Order frequency
• AOV
• Revenue

Engagement Campaigns

Understanding Retention for Newme

🐦 Birds Eye View

In this section, we will focus exclusively on Newme’s app user base, excluding offline store data. Since we do not have access to internal user analytics or raw data, we will be using a guestimate approach to approximate the retention rate of users on the Newme app.

🧭 Assumed New User Journey Retention

As per the data above- this is what the retention curve looks like:

Insights:

• Steep Drop in First Week:
  Retention drops from 100% to 30% by Week 1, indicating major user drop-off during onboarding and early app exploration — a critical period for improving UX, personalization, and first-purchase nudges.
• Retention Stabilizes by Month 3:
  The curve flattens around 6%, reflecting Newme’s core loyal users. These are the most valuable users and represent the segment most likely to engage in repeat purchases or brand advocacy.

💡 Insights

• On average, new users take up to 79 days (≈ 3 months) to experience consistent value from the Newme app.
• Only about 6% of users who install the app continue engaging long enough to reach the core value proposition — indicating that this small but loyal segment.
• The retention curve flattens around Month 2, showing that beyond this point, churn reduces significantly and the user base stabilizes.
  

📊 Existing User Retention

✅ Assumptions:

• App Downloads are cumulative. So by end of 2025, it totals approx 4.5M.
• Total Registered Users assumes ~80% of downloaders create accounts.
• MAUs reflect actual app engagement, showing growth in repeat usage.
• Retention Rate = Avg MAU ÷ Total Registered Users

🔍 Insights from Graph Above

👉 If the retention rate increases but doesn't flatten, it suggests that while Newme is improving its ability to retain users, the brand is still in an iterative phase — constantly experimenting with product, pricing, and marketing levers to find its long-term fit.

👉 For Newme, retention has grown from 25% in 2022 to ~39% in 2025, showing clear progress. However, the absence of a plateau indicates that the brand hasn’t yet hit a maturity stage in user loyalty — which is natural for a fast-scaling Gen Z brand still optimizing for experience and identity.

👉 Basis insights & secondary research, here’s what’s likely influencing this trend at Newme:

• 🔄 Rapid growth = diverse user base, so personalization might still be evolving.
• 🛍️ Price-sensitive audience (especially in Tier 2/3) that churns easily if discounts drop.
• 📦 Inconsistent delivery experience or lack of differentiation from players like Urbanic could impact repeat usage.
• 🎯 Heavy dependence on creator-led discovery, which drives downloads but may not always translate to long-term loyalty unless backed by a strong post-purchase experience.

🔬 Microscopic View

The Channel Overview provides a breakdown of a website or app’s traffic sources.

The highest channels are -

👉 Direct traffic leads at 42.07%, suggesting that a large chunk of users are actively choosing to return to the site — strong sign of brand recall and high user intent. These users likely already trust the brand or are repeat purchasers.

👉 Paid media contributes ~31.18% of traffic, showing that performance marketing is still doing the heavy lifting. However, paid traffic tends to have lower long-term retention unless backed by great post-purchase experiences — a potential area to optimize.

👉 Social traffic (18.19%) ranks third, indicating Newme’s growing success with creator-led discovery and Instagram virality. But this cohort can be more impulse-driven, so personalized follow-ups are key for retention.

👉 Organic traffic is just 6.03%, which is relatively low. A stronger SEO and content play could boost retention by attracting high-intent users searching for value-driven fashion, not just viral pieces.

👉 Channels like referrals (2.31%) and display ads (0.21%) are small contributors and may need re-evaluation unless they serve niche targeting purposes.

Newme Zip — a 60-minute delivery feature currently exclusive to Bangalore — is shaping up to be a key retention lever, particularly for high-intent, repeat behavior.

Why it works:

👉 Solves this JTBD:

• Last-Minute Emergency (“I have nothing to wear!”): Time-sensitive shoppers — like spontaneous event-goers or creators prepping for a shoot — find massive value in the instant gratification of 60-min delivery.

📱 Behavioral Impact:

• Encourages multiple short bursts of usage rather than one-time carts.
• Creates a habit loop: see > buy > receive > repeat — all within hours.
• Leads to app re-opens, push notification response, and faster conversions, especially among urban Gen Z shoppers.

🚀 Retention Angle:

• By offering instant delivery, Newme Zip bridges the gap between discovery and gratification, increasing stickiness and forming a new user habit loop — especially in metro cities.
• Can be a key differentiator vs. competitors, helping convert first-time buyers into loyalists.
  

Now since the core user has experienced the feeling of instant gratification- they are going to repeat it and make it habit.

Existing Proof of Concept
Zepto makes it convenient for user to receive groceries under 10 mins- this has turned into a habit- so now its been a hot minute since the user has stepped inside a grocery store!

Defining Retention for Newme

What is churn for Newme?
A churned user for Newme is someone who previously engaged with the app — by browsing products, adding items to the wishlist/cart, making a purchase, or interacting with features like Newme Zip (core action)— but has stopped opening or using the app for an extended period (e.g., 30+ days), indicating disengagement or drop-off from the platform.

🔄 Churn Reasons: Newme

📉 Negative Signals To Track