Gen Zers ‘reel’ in visibility for modest clothing store in Chennai

As the Pedestrian Plaza in Pondy Bazaar wears a twilight glow, young shoppers shuffle towards a modest clothing store near ‘Crocs’ store opposite Geetha Cafe. One shopper browses the displays, eyes peeled for that perfect dress, and comes upon it, unfortunately, seconds too late. She eats her heart out watching it disappear into someone else’s ravenous shopping bag. Friends hold up outfits for each other, debate colours and designs, and leave with a heavier bag, a lighter purse and a sprightlier step. Qualms written all over her face, another shopper admits: “Here to keep a friend company while she shopped, I ended up with a shopping bag of my own. The seller’s warmth won me over.” On-the-spot reviews of this timbre do not dissipate but solidify into eWOM (electronic word of mouth), gaining permanence as reels and stories on buyers’ Instagram accounts.