According to the market research firm Nielsen’s maiden report, Indian men are buying more clothes online than women. Women seems to try out new clothes before making a purchase. The study stated that men contributes 58 per cent to the total online clothing sales while women contributes just 36 per cent.
India’s young population and the ease in accessing brands are the two factors driving the clothing sales. The proliferation of e-commerce in smaller cities and more number of malls had ensured that the digital shoppers are well aware of the latest fashion trends. This has in turn led many fashion brands to offer certain styles online only.
According to Prasun Basu, Nielsen Global Connect President (South Asia), every second person on the channel is a new shopper and it is imperative for brand managers and marketers to get actionable insights into online shoppers. “Beyond clothing, footwear and fashion accessories contribute the most to the fashion segment, accounting for 23 per cent and 17 per cent share respectively of the category. Fashion, however, is a distant second in the purchase pyramid chain in the e-commerce universe where mobile phones rule with a 48 per cent share”, he added.
The report also states that maximum online sales happen between 8pm and 11 pm, when people are back from work, which reinforces the consumer’s quest for convenience with anytime, anywhere access to the e-shopping cart.
This festive season between September and October, Amazon and Flipkart saw combined sales of Rs 31,000 crore indicating that consumers prefer to make big-ticket purchases such as mobiles, television and electronic items during that time. According to the report, online shoppers anticipate and hold back their spending for the sale periods. More than 84 per cent of sales come from the period of ‘Big Day’ sales.