Half of apparel consumers buy online, says study

Bollywood continues to be fashion standard with 40% consumers looking to famous celebrities for purchase decisions

About half of apparel buyers in the country purchase their clothes online for better deals and variety, said a new study by global consulting and audit firm PwC. Bollywood continues to be the fashion standard with nearly 40% consumers looking to famous celebrities for purchase decisions, it said.

"25% consumers continue to buy unbranded traditional clothes, 70% more than the Chinese but less than the Malaysians," it said.

The findings are part of PwC Experience Radar 2013: Lessons from the Global Retail Apparel industry. It’s a global study that tracks how local culture and practices in developing Asia drive different types of purchase decisions and reveal features in the retail shopping experience that inspires consumers to pay a premium.

 

Rachna Nath, Retail and Consumer leader, PwC India said, “Digital has impacted the way business happens as no other factor has. As the buyer becomes more informed and we see the touch points to interact with customers changing, the way to provide them customised experience has also undergone a change.

This report instead of going by only demographics in Asia has created personality types and gone to depths to understand their buying behaviour, which will help companies structure their customer relationships accordingly.