Men’s clothing is becoming increasingly affordable to women in India.
The number of women wearing shirts with logos for brands like Nike, Adidas, and Puma has risen from around 30% of Indian men in 2011 to over 80% today.
“There is a lot of growth in the men’s market, especially in terms of the cost-per-unit, which has gone up,” says Arvind Pandey, founder and managing director of ecommerce platform, Birla Group.
The number-one market for brands is the Indian market, which accounts for about a quarter of the total online retail revenue, says Rahul Patel, CEO, Zee, an online fashion retailer.
But the rise in fashion, and especially in the online world, is now reaching to women.
For years, women in this country have been buying clothes at the same rate as men, said Pranab Mankar, chief market strategist, consultancy, IHS Markit.
Women have also started shopping at a much higher rate, increasing their purchases by 60% over the past decade.
There are some obvious reasons for this trend.
First, in a country with more than 1.5 billion people, men are buying more clothes than women.
Second, India’s men’s fashion brands have become much more globalized.
Third, India is a country where people are more comfortable spending on things they love.
This makes the market a natural place to launch fashion brands, says Patel.
India is also a country of many diverse ethnicities, which make the online shopping experience a good one for men.
“We have a diverse market and it is important to have a global brand that reflects that,” says Praveen Mehta, chief executive of e-commerce platform Zee.
He says brands like Kuma, a leading online men’s apparel brand, have done well.
While men are now buying more clothing, women are still the main buyers of apparel online, he adds.
So, how do you get men’s clothes to women?
There are a few different ways.
First, you can start with direct marketing.
In India, it is not uncommon to see online retailers offering discounts on men’s clothing, especially the pricier items like jackets, shirts, pants and ties.
They have also been offering discounts to women online.
In recent years, there has been a surge in direct marketing to women, especially for men, says Pandey.
Second, online retailers are also starting to offer discounts for women.
They have launched a number of online coupons and freebies for women, he says.
Finally, there are online stores that cater to women and men, like Zee and Birlas.
As a result, a lot more men are choosing to shop online for men’s garments, Patel says.
“You have to be very conscious of what brands you are going to shop for, and what you are looking for.
It is important that you go to a site that suits you,” he adds, explaining that brands that cater specifically to women should be avoided.
Men’s fashion is also growing online, thanks to a new social media trend called ‘revenge’.
For some, this means they have been looking for men-friendly brands online.
According to Mehtan, there is a trend for men to post photos of themselves with their favourite brands online, and they do this as a way to express themselves and express themselves in an aggressive fashion.
But there are also many women who are trying to get their male friends to buy their clothes online, says Mehtas.