It's quality that matters and not celebrity influence, says CashKaro.com's fashion survey

The survey showed that 35% respondents preferred to shop for fashion online, while 71% wanted deals and discounts

BestMediaInfo Bureau | Mumbai | July 21, 2016

CashKaro.com, a cashback and coupons site, released its latest report on online fashion consumption, preferred brands and other fashion stimuli based on a survey. The survey conducted at a pan-India level saw the participation of around 1,000 people of which 61% were women. A majority of the participants were within the 20-30 year age bracket.

According to the survey, 78% of the respondents felt celebrities do not affect their buying decision unless they endorse delivered quality. The survey showed that 35% of respondents preferred to shop for fashion online, dismissing interest to shop offline. While Jabong, Myntra, Limeroad, Abof and Koovs emerged as the most favoured online shopping portals, Puma, Nike, Levis, Allen Solly and Vero Moda were named among the most popular fashion brands.

'Deals and discounts' was ranked as the most favoured factor for online shopping by 71% respondents of the survey. However, extra delivery charges and not having the ubiquity of quality inspection were cited as the main downsides of online shopping experience. While advertising has greatly influenced buying decisions in the past, millennials ranked word-of-mouth over advertisements.

The survey found that 29% men put special efforts into style and tried to look fashionable. On the whole, 62% respondents said that apart from feeling comfortable, they'd also like to look presentable and fashionable. But women still take the lead on the average amount spent on fashion with more than Rs 5,000 per month whereas men still spend an average of Rs 1,000-5,000 per month.

Swati Bhargava

Speaking on the survey, Swati Bhargava, Co-Founder, CashKaro.com said, “With the advent of online shopping fashion as a category has blossomed with shoppers dedicating more time and budget to stay current with the new trends. CashKaro survey is a reflection of the buying habits of the Indian shopper clearly stating that majority of consumers now prefer to shop online as they have access to wide assortment, best cashback and coupon deals coupled with the convenience to shop from anywhere.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com