Physical stores remain king for apparel shopping in India despite online growth

While online apparel shopping witnessed a rise during the pandemic, physical stores and markets continue to be the preferred choice for a majority of Indian consumers, according to a new study by LocalCircles.

Online gains traction, but in-store try-on reigns supreme

The report, titled "How India Buys Apparel," surveyed over 35,000 consumers across the country and revealed that only 4% of households exclusively use online platforms for clothing purchases. In contrast, nearly half (47%) prefer to shop in stores, citing the ability to try clothes on before buying (81%) as the main reason. This aligns with findings from a separate report, "Apparel Consumption Trends in India," which emphasizes the importance of the "touch, feel, and try" experience for Indian consumers.

Seamless experiences key in evolving market

The LocalCircles study highlights the importance for retailers to cater to both online and offline preferences. While online platforms offer convenience and discounts, as cited by 40% of respondents who shop both online and offline, physical stores provide a tactile shopping experience with easier returns and instant gratification. This shift in consumer behaviour underscores the need for retailers to provide a seamless and enjoyable shopping experience across all channels.

Thriving industry demands adaptability

The domestic textile and apparel industry contributes nearly 2% to India's GDP and is poised for further growth, according to the "Apparel Consumption Trends in India" report. It forecasts the total Indian apparel consumption expenditure to reach Rs 9.35 lakh crores or $105.5 billion in 2024. This dynamic market demands adaptability from retailers. By understanding and addressing the key factors that influence consumer buying decisions, such as convenience, price, and ability to try on clothes, retailers can better serve their customers and drive growth.