APPAREL
Introduction
Consumer Behavior Definition: The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Its a set of trends that have been accepted by a wide audience. Costumes in India expanded between the 8th and the 12th centuries Masudi, Idrisi and Ibn Hawqal -Indian cotton with a sense of wonder Mughals in the 16th century - new garments like qaba, jama, piraban, lilucba, liba, kasaba Traditional women's costumes - silk saris, cholis, lehangas and salwar-kameez Traditional men's costumes - Shirts and trousers, kurtas, lungis, dhotis and pyjamas. Now, men's costumes T-shirts, jeans, trousers, party wear Now, women costumes Skirts, jeans, t-shirts, kurtis, midis
Consumer culture is influenced by life style and value simulations by gaining product experience
Family and external lifestyle and values impel consumer culture on designer brands and fashion apparel Retailers have adopted personalization to successfully market a wide range of designer products Branded and designer wear add to self esteem Customisation and added incentives is a key factor to favour fashion brands Demographics and psychographics play an important part towards he shift age / income / sex / cost / lifestyle / western cultural influence etc
How consumers learn about new products & services? Print ads TVCs Hoardings / OOH POP / POS Websites E-commerce Portals Website Apps / Mobile Apps Digital Signage's Digital Innovations Media Innovations Roadblocks Events Endorses Fashion shows Traditions SMO
This becomes an engaging tool and also a lot of dual interactivity brings in a lot of interest
This can be amplified on you tube as well.
Endorser Route
Major brands in apparel industry are taking the endorser route. This is usually done since apparels are a part of personal vanity its a style quotient and hence celeb endorsements add the necessary appeal to them As they say the first impression is the last impression. Some Examples John players - Hrithik Roshan now Ranbir Kapoor Wranglers John Abraham Roxton Zayed Khan Ried n Taylor Amitabh Bachchan Belmote Shahrukh Khan
E-commerce
Electronic commerce has stake a huge role in developing the mindset of today's consumer. Easy to receive information and online buying are the newest options and trends in the fashion industry The advent of ecommerce has brought in the global village scenario The E-commerce platforms provide facilities like online buying and selling / payment gateway facilities / filtrations / return back policy / customization facility / catalog / shopping cart etc Some examples
Innovative Websites
Innovative websites have made a huge gateway in the fashion industry The innovation in the websites these days is in a holistic way with rich textual attributes / graphics / visually appealing formats / easy yet powerful navigation / strong enriched layouts. The added attributes these days are apps / activities on the website like newsletters / informative and interesting content / dual interactivity avenues / blogs / videos / smo integration etc helps provide wholesome experience which makes the user loyal and helps the site to generate a lot of traffic
Twitter
Mobile Apps
Mobile APPS
You tube
What is consumed Chic, elegant, fashionable, trendsetting Comfortable and customized Brands / first copy brands for low income groups Easily available and cost promising
Why it is consumed (examples?) Due to influencers Induced by various marketers strategies Other demographic and psychographic factors
Sportswear like Proline and Fila are also very durable and costs less than 1/2 of brands like Adidas/Puma/Nike.
Conclusion
India yet to evolve fully in fashion sense its just started We are in the buyers market make the most of it Personal appearance has taken prime importance for bothe sexes Marketing and advertising strategies these days are focusing high on digital / innovations and nothing less than grey matter So Get dressed and set the ramp on fire
Thank You