Flipkart commenced its Fashion End of Season Sale (EOSS) on May 30, 2025, featuring over 70,000 brands and sellers across fashion, beauty, and lifestyle categories. The e-commerce marketplace has developed a multi-channel campaign integrating digital and traditional marketing strategies to reach customers nationwide.

As Adgully reports, the sale offers curated collections spanning more than 1,000 trends, including baggy bottoms, utility fits, and relaxed silhouettes. Flipkart reports significant growth in premium product adoption, with branded accessories showing strong year-on-year performance. The company’s direct-to-consumer brand collections have expanded three-fold, demonstrating 60% growth over the past year.

Flipkart’s GenZ offering ‘Spoyl’ is introducing 80,000 new styles for seasonal occasions. Women can access relaxed co-ords and indie-print ethnic sets, while men’s offerings include textured shirts and oversized T-shirts.

Influencer Integration Strategy

A key component of this year’s campaign is Flipkart’s expanded engagement with digital creators through its affiliate influencer program. The company is leveraging branded influencer hauls where personalities showcase products and deals to their audiences.

This approach aligns with Flipkart’s broader creator ecosystem strategy. The company reports that 98% of its creator base comprises micro and nano-influencers. This integration follows YouTube’s recent launch of its Shopping affiliate program in India through partnerships with Flipkart and Myntra.

The campaign also involves EOSS Pop Up Events across metropolitan areas, creating direct consumer touchpoints. Flipkart has also unveiled two new television commercials highlighting the “non-stop scrolling” experience driven by “big deals on big brands.”

“Our mission is to democratize fashion for every Indian shopper,” said Kunal Gupta, Vice President of Flipkart Fashion, in a statement. “This year’s sale reflects our continued focus on bringing trend-first, tech-enabled, and deeply personalized fashion experiences to every corner of the country.”