Interviews
Tremendous increase in female apparel consumers
14 Apr '11
4 min read
The survey also pointed out that quality was considered as the major criterion for brand selection among the students (71 %), teachers (67 %), businessmen (58%), housewives (52 %), professionals (50 %), and executives (43 %). Price was the main concern while purchasing cosmetics, apparel and mobile among government employees (45%). This may be because of the limited source of income available to these people to purchase cosmetics.
There is a tremendous increase in the female cosmetic and apparel consumers. This is due to increasing number of women becoming earning members of the family due to their increased level of literacy and growing influence of the media, more males in India are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance. This newfound male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men especially in the forward-looking and cosmopolitan cities of Mumbai, Bangalore and New Delhi.
This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by companies to promote cosmetics in rural areas was sachets' approach.
“Rising hygiene and beauty consciousness due to changing demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product choice, growth in retail segment and wider availability are the reasons for sharp rising demand of cosmetics, apparel and mobile telephony in Indian consumers”, added the survey.
Gender analysis revealed that the awareness level was much higher in boys than in the girls case of girls. In other words they seem to keep a track of the market trends much more than what the girls do.
There is a tremendous increase in the female cosmetic and apparel consumers. This is due to increasing number of women becoming earning members of the family due to their increased level of literacy and growing influence of the media, more males in India are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance. This newfound male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men especially in the forward-looking and cosmopolitan cities of Mumbai, Bangalore and New Delhi.
This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by companies to promote cosmetics in rural areas was sachets' approach.
“Rising hygiene and beauty consciousness due to changing demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product choice, growth in retail segment and wider availability are the reasons for sharp rising demand of cosmetics, apparel and mobile telephony in Indian consumers”, added the survey.
Gender analysis revealed that the awareness level was much higher in boys than in the girls case of girls. In other words they seem to keep a track of the market trends much more than what the girls do.
Associated Chambers of Commerce & Industry of India (ASSOCHAM)
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