The concepts of e-commerce and e-marketplace have revolutionised the fashion industry in more than one way. Not only can one shop from the convenience of the home, one can ensure that favoured brands will still find a way into ones wardrobe.

Research has proved that apparel sales on e-commerce portals have soared beyond the expectation while surpassing the sales of all other categories. B2C growth analysis reports from around the world, especially India, have shown that the influence of the Internet in dictating purchases and shaping sales patterns has increased significantly.

In fact, a study concluded that apparel and accessories are among the highest grossing sales categories in northern America, western Europe and developed Asian countries. The global share of online product purchasers, especially in apparel fashion is more in these countries than in other parts of the world. Many a times this figure beats other popular categories such as books and video games. The conclusion that we can draw from these reports is that the apparel fashion industry in countries such as India is seeing a boom due to the presence of online shopping portals.

Popularising regional and traditional garments

In India, e-commerce portals have boosted sales of regional apparel. Right from special variants of ethnic wedding dresses to traditional costumes, the onset of shopping in the digital age has brought Indias handicraft heritage into the limelight.

There are many traditional garments in the country whose sales were originally limited to the geographical area where the weaving community was located. However, nowadays even small and medium enterprises can get an e-commerce portal built and offer their products to a larger audience.

The rise of e-commerce is one of the biggest reasons for traditional and regional apparel becoming trendy. For instance, a Bhagalpuri silk saree was once appreciated by only a select few. However, when it is marketed on an e-commerce portal, a visitor is bound to come across the name, even if it is by accident, thereby increasing the level of awareness among the populace about this kind of saree. Awareness means that there is a potential customer base that can be tapped if needed.

Versatile demographics

Apparel, accessories, jewellery, footwear, books, games, electronics nothing becomes popular until and unless younger men and women are talking about it. It could be boho, it could be elegant, may be couture or simply traditional, but the aim is to generate a buzz within the 15-35 age group. Its important to consider this range because there are many different types of young audiences that can be taken care of by e-commerce portals. There are teenagers who are exploring different kinds of styles and are more open to experimenting with different apparel.

Then come the collegians, the ones who frequent parties, special occasions and social gatherings and therefore always on the lookout for new and inventive or traditional and reinvented clothes. Next, are working men and women who have the maximum amount of purchasing power, especially if theyre flying solo.