An ASSOCHAM survey conducted from March-June 2011 revealed that 35 per cent youth residing in the Indian urban cities spend Rs 5,000 per month on clothing alone.
ASSOCHAM, the apex industry body of India, interacted with 2,000 youngsters in the age group of 13-21 years to evaluate their apparel purchasing tendencies in 10 cities (200 respondents in each city) of Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Jaipur and Chandigarh.
Commenting on the survey, D.S. Rawat, secretary general – ASSOCHAM, said: “Today teens exhibit a strong desire for individuality in their self-expression and end up spending a major chunk of their allowance on clothes.”
Rawat added: “Fashion conscious teens be it the girls or the boys are becoming more concerned about their appearance and are taking what they wear more seriously than ever before.”
The survey included an equal number of male and female respondents. The sample population included families where both parents were employed or had a single working parent.
Nearly 400 respondents said they spend around Rs 3,500 to Rs 4,000 every month on clothes shopping from traditional shopping markets, specialty stores, high-end designer stores, retails chains and branded stores. Remaining said they spend over Rs 2,500 each month to buy new clothes to stay ahead in their peer group. Almost 60 per cent of all the respondents said they have cluttered closets full of clothes they seldom wear.
The expenditure figure for clothing in Delhi was a step ahead than other cities as 55 per cent teenagers admitted spending more then Rs 5,000 every month.
Nike emerged as the favorite sportswear brand of the youth followed by Adidas, Reebok, Puma, Woodland and Fila. Among the casual wear Levi’s was given the preference followed by Lee, Wrangler, Flying Machine, Pepe Jeans London, Diesel, Spykar, K-Lounge and Numero Uno Jeanswear.