New Delhi: The Indian apparel market is undergoing a transformative phase, driven by digital innovation and evolving consumer preferences. Currently valued at $59 billion in 2023, it is projected to grow to $82 billion by 2027, presenting significant opportunities for forward-thinking brands.
“The rapid growth of digital shopping and the influence of social media are reshaping the Indian apparel market. Brands that can adapt to these changes and meet the evolving needs of consumers will thrive,” says Agam Chaudhary, Founder & CEO of Two99 Org.
The shift towards digital shopping is becoming increasingly prominent, particularly among younger demographics. Social media platforms like Instagram and Facebook have become powerful influencers, with 80% of Gen-Z and 70% of millennials actively engaging with brands online. This trend underscores the importance of integrating both digital and in-store strategies to effectively reach these audiences.
Men’s apparel preferences vary significantly across age groups. Boomers (58-76) prefer classic styles and spend approximately ₹12,000 annually. Millennials (27-42), who are trend-savvy and primarily shop online, spend around ₹18,000 annually. Gen-Z (11-26) are heavily influenced by social media trends, with an annual spend of ₹15,000. For the youngest group, Alpha (0-10), parents make purchasing decisions, with spending at ₹8,000 annually. Similarly, women’s apparel choices show distinct patterns. Boomers favor traditional attire and spend ₹10,000 annually, while Millennials seek versatile clothing, heavily influenced by social media, spending ₹20,000 annually. Gen-Z focuses on fashion and sustainability, with a spend of ₹17,000 annually, and parents of Alpha children spend around ₹7,000 annually on their attire.
Successful brands like Levi’s and Nike exemplify how digital engagement and a commitment to sustainability can drive success. Fabindia and BIBA effectively blend traditional craftsmanship with modern retail strategies. The Pant Project sets a benchmark for innovation by utilising AI to offer custom apparel.
“To stay ahead in the market, brands must focus on key strategies like content marketing, social media engagement, sustainability, omni-channel approaches, and e-commerce optimization,” added Agam Chaudhary. “At Two99, we are committed to helping our clients navigate these changes and achieve substantial growth.”
To capitalise on these trends, apparel brands should focus on several strategic recommendations. Content marketing tailored to different demographics can drive traffic and engagement. Social media marketing on platforms like Instagram, TikTok, and Facebook enhances brand visibility and engagement. Emphasising sustainability can foster brand loyalty. An omni-channel strategy that integrates online and offline channels creates a seamless shopping experience. Additionally, optimising e-commerce with AI personalization and ensuring mobile compatibility can enhance the user experience.
Embracing digital innovation and targeted strategies can significantly enhance the growth and consumer satisfaction of Indian apparel brands. By partnering with Two99, brands can accelerate their success in the digital age. “Two99 understands the unique challenges and opportunities in the Indian apparel market. Our experience and expertise make us an invaluable partner for brands looking to excel in the digital landscape,” Chaudhary emphasised.
With a deep understanding of the Indian apparel market’s challenges and opportunities, Two99 has helped over 50 brands achieve substantial growth. Their expertise in marketing and customer engagement, coupled with a presence in the USA, UK, Ireland, and Singapore, makes us a valuable partner for Indian apparel brands aiming to excel in the digital era.
