35% of Indian youngsters craze for apparel brands

25 Jul '11

4 min read

An interesting aspect that emerged out of the survey was that most of the school going youngsters said they swear by branded stuff only whereas, majority of the respondents aged 18 and above said they buy whatever fits their budget and are not really that brand conscious and prefer shopping mostly at traditional markets.

“Fashion conscious teens be it the girls or the boys are becoming more concerned about their appearance and are taking what they wear more seriously than ever before,” said ASSOCHAM secretary general.

Significantly, most of these purchases happen impulsively while browsing merchandise in stores. Apart from this, the survey also reveals that teenagers in India embrace what's new and racy and strongly prefer wearing modern clothes and favor name brands.

Nike is the most sought after sportswear brand among the youth as 25 per cent of all the respondents approved of the brand reasoning its quality control. Adidas (20 per cent) ranked second in the sportswear brand category. Rest of the respondents said they prefer Reebok, Puma, Woodland and Fila.

Among the casual wear Levi's was the most preferred brand followed by Lee, Wrangler, Flying Machine, Pepe Jeans London, Diesel, Spykar, K-Lounge and Numero Uno Jeanswear.

Associated Chambers of Commerce and Industry of India (ASSOCHAM)

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