Fast fashion is replacing India’s traditional attire: Public Desire

Based on the data from the online women's clothing and footwear brand Public Desire, a new study conducted to examine apparel market revenue, clothing prices, and consumer buying habits, shows, the traditional trend of wearing simple, home-grown cotton garments in India is being replaced by fast fashion items.

Rapid urbanisation, westernisation, increasing disposable incomes, and a growing young population have made India a prime target for fast fashion brands with an average Indian spending approximately $2,500 per year on clothes, says the report by Public Desire.

India ranks India second only to Switzerland ($2,825 per person) and on par with Australia ($2,500) in terms of average annual clothing expenditure. The country also ranks third in overall clothing expenditure, trailing only the United States and Norway. This high average spend is attributed to multiple factors, including the cost of individual items and the number of purchases.

In contrast, China adopts a more modest approach to clothing consumption. Despite having the second-highest apparel market revenue globally, Chinese consumers buy an average of 21 items per year and spend a total of $259.09—the lowest on the list. This equates to an average price of just $12.11 per item.

Brands are capitalising on this by leveraging social media platforms and influencers to promote their products. Combined with rising disposable incomes, this digital marketing push has fueled a growing desire for fashionable apparel.