Snapdeal capitalizes on the value-shopping trend with new launches every month

After a 27 per cent decline in 2020, apparel sales in India are likely to recover in 2022-23, says a new report by ICRA. However, a report by Worldplay FIS projects, e-commerce sales will compensate for this decline with 84 per cent to reach $111 billion by 2024.

Emergence of new fashion trends

COVID-19 has led to the rise of many new apparel trends in India. A Live Mint report notes, apparel spending in India has become more utility-driven and functional with growing demand for work-from home apparels. Casual wear dominates men’s and women’s current apparel shopping with 13 per cent of their total apparel purchases constituting casual wear, notes a BCG study.

There is also growing demand for top-wear to suit virtual meetings. Consumers are increasingly shopping for athleisure, sportswear, and masks. They are opting for more comfortable designs and outfits made from stretch and breathing fabrics. Their outfits continue to be largely influenced by Bollywood celebrities, encouraging fashion brands to quickly roll out these trends across fast-fashion products.

Capitalizing on shifting shopping preferences

The pandemic has also highlighted the importance of ‘value buying’ to shoppers. They emphasize more on the quality and utility of their clothes rather than styles and trends. Over 85 per cent Indian consumers are staying away from big brands due to high prices.

To capitalize on consumers’ shifting preferences, Snapdeal has been launching new products across categories every month. The e-commerce company offers seasonal collections, like the ‘summer cool’ range it sells in the Rs 249 to Rs 499 price range. The e-tailer develops new products in consultation with established and upcoming brands, manufacturers, and exporters from various textile hubs. Its quality-conscious sellers explore new technologies to offer relevant and fresh merchandise to buyers.

Striking a cord with consumers

During the first half of 2021, Snapdeal’s menswear category grew 2.25 times. Most of this growth was dominated by T-shirts, polos, shirts, and athleisure apparel. Snapdeal’s women’s wear category grew 2.5 times during the same period. Its best-selling women’s wear items included kurtis, dresses, nightwear, and activewear. The company uses the tag line ‘Brand waali Quality and Bazaar waali Deal’ to strike a chord among online fashion buyers.