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Name: Aradhana Kumari

Ph.D Research Scholar

Contact number: +91-9545116345

The Indian fashion apparel market 2019-

Overall, Indian retail scenario has shown sustainable long-term growth compared to other
developing economies. Indian economic system, one of the fastest-developing economies of the
sector, is witnessing principal shifts in purchaser options. Increasing disposable profits, brand
awareness and growing tech-savvy millennial population are the using elements of corporatized
retail in the country. The Indian retail enterprise has emerged as one of the most dynamic and
fastest-paced industries because of the access to several new players. Fashion Retail market has
been recently referred as one of the best means to cut through the mess and interact directly with
the consumer through digital channels. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-
largest global destination in the retail space. The fashion and clothing industry are extremely
important for the textiles industry as it plays a crucial role in the economy and social
development. This paper will prove as to be useful source for marketers, researchers and
retailers, scholars for understanding the Indian apparel shopping market. The study is performed
in an Indian purchases behavior and this may be considered as a limitation to judge the purchase
decisions of all customers of various regions of India. As the world moving towards digital era,
the digital channels in clothing industry play a vital role in increase of sales of any firm’s
products in retailers.

Keywords: Consumer Purchase Behavior, Retail Outlet, Clothing Market in India, Market
survey, Fashion Industry, Apparel, Gender


A study of style retailing cannot be undertaken without an appreciation of the global aspects of
the style retail enterprise; this section is going on, Therefore to provide an overview of the global
style retail industry, consisting of systems in evolved, developing and emerging markets to
enable readers to be presented with the problems going through the current fashion enterprise
operating in a globalized Market and the global fashion industry as it is nowadays. According to
the fashion clothing retail marketplace has managed to harness the benefits presented by means
of current management standards main to the stepped forward product offerings, higher client
management, and medical deliver chain management techniques. In FDI Confidence Index, India
ranks 16th (after U.S., Canada, Germany, United Kingdom, China, Japan, France, Australia,
Switzerland and Italy). Retail industry reached to US$ 950 billion in 2018 at CAGR of 13 per
cent and expected to reach US$ 1.1 trillion by 2020. Online retail sales are forecasted to grow at
the rate of 31 per cent year-on-year to reach US$ 32.70 billion in 2018. Revenue generated from
online retail is projected to grow to US$ 60 billion by 2020.

Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers, is expected
to increase by Rs 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20. India is anticipated to
grow to be the arena’s fastest growing e-trade market, driven by using sturdy funding inside the
sector and fast growth inside the wide variety of net customers. Diverse companies have high
expectancies about the boom of Indian e-trade markets. Luxurious market of India is anticipated
to grow to US$ 30 billion through the end of 2018 from US$ 23.8 billion 2017 supported by
growing publicity of global manufacturers among Indian kids and better shopping electricity of
the higher class in tier 2 and 3 cities, in keeping with Assocham. India has the world’s largest
youth population, which is becoming fashion conscious owing to mass media and social media
penetration. This has opened unprecedented retail market opportunities. The promising growth
rate of 9.7 per cent makes the Indian fashion industry prominent in the retail sector. It is
anticipated that garb retail will hold to witness deeper penetration of corporatized retail past the
predominant city clusters and the growth inside the demand for branded products. The main
objective of this paper is to study the gender differences in consumer buying
Behavior of an Indian population when they go shopping to buy apparel products. The findings
confirm the differences between women and men especially in terms of What, Where, When,
and How they buy? Within the changing trends of the Indian retail surroundings, online buying
has emerged because of the focal region of research for academicians and entrepreneurs. On this
state of affairs expertise, the shopping for behavior and reading the distinct dimensions in their
shopping for selection method assumed an important role. The researcher has reviewed various
components of on-line buying and purchasers’ buying selections online. The overview has been
segregated in distinctive components like; online purchasing, Young Generations online
purchasing behavior, on-line clothing shopping, Technological factors of online apparel
shopping. The paper commences by using summarizing online purchasing and young people's
online buying behavior.
Intersegment Analysis
The Indian apparel marketplace can be widely labeled into men's wear, women's put on and kids
wear. Currently, men’s wear holds essential proportions within the clothing market. Its money
owed for 41 percent of the entire marketplace. Women’s put on contributes almost 38 percent,
while kids wear contributes 21percent of the market. Its miles predicted that over the following
decade women's wear and children wear will display high CAGR of 9.9 and 10.5 percent
respectively, resulting in a rise in market share of these categories. Each, men's put on and
Women's wear is anticipated to make a contribution 39 Percent each to the full market in 2026,
with kids wear accounting for the total 22 Percent.

The clothing market turned into thrown open to the competition in the year 2005, because of
expiry of Multi Fiber a settlement underneath GATT. After China, India has been perceived as
the next united states of America with the biggest 'growthPotential' because of its reasonably-
priced manpower and natural sources in this period of a globalized market. The first decade of
the 21st century has witnessed India as an essential participant in the clothing commercial
enterprise - partly because extra industrialized international locations like Korea, Taiwan, etc.
Moved into different industries - and partially because of the Indian authorities support to
develop the clothing export business, seeing that it is a main earner of forex.

2.1 Men’s Wear

The Indian has slowly been changing as extra men are paying greater attention to their grooming
and appearance and are making more apparel-associated purchases based totally on fashion
trends instead of want. However, over the year’s employers have become more open to the idea
of allowing men to wear more comfortable attire.A few many years men have to end up more
acutely aware of their look, with this shift supported through companies which include Raymond
clothing, which used taglines inclusive of “The complete man” in its television
commercials.With the marketplace size of Rs 1,24,423 crore (us $19 billion), men's wear is the
biggest section inside the garb marketplace and is expected to develop at a CAGR of nine
percent for the subsequent 10 years to attain Rs 2, ninety-five,795 crore (the us $ forty-five. Five
billion) through 2026. The numerous product categories of men’s put-on phase include shirts,
trousers, suits, wintry weather wear, t-shirts, denim, daily put on, activewear, ethnicity,
innerwear, and many others. Shirts are the single biggest class in men's wear, accompanied by
means of trousers and denim.

In the latest years, denim, activewear, and t-shirts have shown a promising increase and are
expected to grow at excessive CAGRs of 14 percent, 14 percent, and 12 percent respectively,
owing to the changing desire of the customers. Even as denim and t-shirts have matured as
classes and have shown consistent growth over a tremendous time period, activewear has these
days advanced and has high growth ability. This is due to the increase in health and healthcare.
Similarly, consumers in India have evolved and now take into account that apparel for health is
different from regular garb. These elements make a contribution to excessive boom projections
of 14 percent over the next decade. The boom in this class is not just limited to metros and Tier -
I towns and has shown growth in Tier –II and –III cities as nicely.

2.2 Women’s wear

The women’s wear marketplace in India contributes 38 percent of the whole garb industry. It is
envisioned to be really worth Rs 1,11,467 crore (USD $17.5 billion in 2016) and is predicted to
grow at a CAGR of 9. Nine percent to reach Rs 2,86,456 crore (USD $44 billion in 2026).
Globalization coupled with rapid fashion has resulted in a focus on style tendencies and styling.
Further, the boom in a variety of running ladies has fueled the women’s wear market. The call
for is expected for western put on, fusion wear and event particular ethnic wear. Girls put on in
India incorporate ethnic wear, western put on, Indo-western, innerwear, and so on. Ethnic put on
is the unmarried largest class in girls' wear phase with a percentage of 66 percent. In ethnic put
on, the saree is possibly the maximum commonplace conventional Indian dress for girls and has
a marketplace of Rs 37,837 crore. It's far expected to develop at a CAGR of five percent and
reach Rs sixty-one,632 crores via 2026. Although a marketplace shift is predicted from saree to
salwar kameez and western put on in city and semi-urban markets, saree will nonetheless remain
because of the main class amongst elderly and center-elderly ladies across the city and rural
The innerwear category is another promising class in the women’s wear marketplace. It is
developing at a CAGR of 14 percent and is predicted to attain Rs 60,277 crore in 2026 from the
current market length of Rs 16,259 crore. Branded innerwear presently contributes about 35-
forty according to cent of the entire girls' innerwear marketplace and is expected to reach 40-45
percent in 2020.First of all, the denim brands used to cognizance usually on guys, however with
the exchange inside the demand and choices of girls, they began catering to girls’ purchasers as
well. Stretch denim has seen a huge demand amongst girls.Ladies' t-shirts and tops categories
also are growing speedy due to conventional inclination for western wear classes. The ladies'
tops and shirts marketplace are of Rs 2,236 crore and is expected to grow at a CAGR of 14 in
line with cent to attain Rs 8,291 crore by 2026.

2.3 Kid’s wear

The kids wear segment is one of the fastest-growing segments inside the Indian apparel market.
The Indian children put on the market in 2016 became envisioned to be well worth Rs 61,201
crore and accounted for 21 percent of the entire clothing marketplace of the USA. It is predicted
to develop at a CAGR of 10.5 percent to attain Rs 1,66,147 crore by means of 2026. With such
market potential, a number of countrywide and global players have entered this segment. India,
being one of the youngest international locations inside the international with 29 percent of its
populace less than 14 years is a profitable marketplace. The competition among the new entrants
and existing players has, in the long run, benefited the Indian customers because the corporations
have shifted their attention to improve the quality even as lowering prices at an identical time.
Cognizance approximately the present-day kids wear isn't best confined to metro towns but it's
miles widespread among Tier -II and -III towns additionally because of access to various media
such as televisions, smartphones, movies, and so on. With developing disposable earnings,
publicity to global style traits and the doorway of overseas manufacturers within the united states
– spending on kids wear by means of the Indian population has elevated.

The kid's wear put on the market can be classified into boys and girls.

Several areas of research extract from the current assessment, and assist the argument of this
paper in that they constitute troubles and studies agendas that appear to be greater on par with the
functions and methods of business/industrial/business and offerings advertising in place of with
the unique features and strategies of online garb buying. This paper has focused on exploring,
categorizing and comparing empirical studies research on online and offline apparel purchasing
in Indian and worldwide context. The Indian retail buying and selling have acquired overseas
Direct investment (FDI) fairness inflows totaling US$ 1.85 billion throughout April 2000–June
2019, in step with the branch for advertising of industry and inner trade (DPIIT). With the rising
want for patron goods in special sectors which includes client electronics and domestic home
equipment, many organizations have invested in the Indian retail area in the past few months.
India’s retail area investments doubled to attain Rs 1, three hundred crores (US$ one hundred
eighty.18 million) in 2018. Walmart Investments Cooperative U. A has invested Rs 2. Seventy-
five billion (US$ 37. Sixty-eight million) in Wal-Mart India Pvt Ltd.

The study is made in an Indian retail sector & the web retail. The world is like a social channel
which enables -manner communications with clients, provide specified information
approximately products or services, and put into effect various promotional equipment to
enhance the shopping experience. It is projected that by 2021 traditional retail will hold a major
share of 75 per cent, organized retail share will reach 18 per cent and e-commerce retail share
will reach 7 per cent of the total retail market. Some of initiative taken by Indian retails sector by
government of India is:

 The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in
India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and services through the automatic route, thereby providing clarity on the
existing businesses of e-commerce companies operating in India.

Online Shopping is facilitating manufacturers to connect the large consumer bases without
location limitations, avoiding traditional channels of distribution reduce the final consumer price
and facilitate quicker service. The fundamental increase signs like; demographics, economic
system, converting life-style, publicity to new ideas are in want of the further development of
online buying in India. There exists a future scope to analyses the effect of shops via the virtual
channels on patron buy selections for a wider geographic area to achieve greater accurate effects.
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