A recent survey released by CashKaro, a cashback and coupons site, reveals that online consumption of fashion is on a constant rise in India, with e-commerce websites increasingly becoming the preferred destination for fashion purchases as against the offline stores.
The survey was conducted at a pan India level and saw participation of around 1,000 people with 61 per cent female participation. A majority of the participants were between the 20-30-year age bracket.
According to the survey, 35 per cent of respondents prefer to shop for fashion online dismissing interest to shop at physical outlets. Jabong, Myntra, Limeroad, Abof and KOOVS has emerged as the top sites to buy fashion.
The survey also found that celebrities as brand ambassadors fail to lure customers unless what they endorse delivers quality. ” While advertising has greatly influenced buying decisions in the past, millennials rank ‘word-of-mouth’ and quality over advertisements now. 78 per cent of the respondents feel celebrities don’t affect their buying decision unless what they endorse delivers quality,” the survey said.
Puma, Nike, Levis, Allen Solly and Vero Moda tops the list of most loved fashion brands in India.
A lot of respondents, however, look for inspiration when it comes to shopping for apparel online. As per the survey, 27 per cent females read blogs such as POPxo for fashion guidance and 33 per cent of the men derive inspiration from movies. Survey also shows that 67 per cent men spend an average of Rs 1000-Rs 5000 on fashion, while women take the lead with the number being more than Rs 5000 per month on an average.
‘Deals and Discounts’ are still the crowning jewels with 71 per cent of the total respondents ranking it as the most favored factor for online shopping.
However, extra delivery charges and not having the ubiquity of quality inspection were cited as the main downsides of online shopping experience.