Nike, Levi's top Indian apparel brand charts

26 July 2011

NEW DELHI: Nike, Adidas and Levi's are among Indian consumers' favourite apparel brands, new research has shown.

The Associated Chambers of Commerce and Industry of India, the trade body, polled 2,000 people in the 13–21 year old age range.

Its sample was evenly divided between males and females, and drawn from ten leading cities, including Delhi, Mumbai and Bangalore.

Nike assumed the status of the most sought-after sportswear brand, having been voted top by 25% of participants. The brand was praised for providing consistently high quality.

Adidas claimed second position on 20%, ahead of Reebok, Puma, Woodland and Fila, according to the research.

Levi's achieved first place for casual wear, beating off competition from Lee, Wrangler, Flying Machine, Pepe Jeans London, Diesel, Spykar, K-Lounge and Numero Uno Jeanswear.

Nearly 35% of respondents with two working parents, as was the case for half of those questioned, spent around 5,000 rupees ($112; €78; £69) every month on clothing.

Almost all the inhabitants of this group generally shopped in branded stores and were more concerned with labels than the price of the items they purchased.

Roughly 20% of interviewees in the same segment allocated between 3,500 and 4,000 rupees a month to apparel, frequenting a mixture of outlets from traditional markets to high-end malls.

The remaining members of ASSOCHAM's panel invested over 2,500 rupees per month in the fashion sector.

By contrast, of the 1,000 contributors with just one working parent, 30% directed a maximum of 3,000 rupees to buying clothes each month.

A further 55% pegged this figure at between 2,000 and 2,500 rupees, while 15% placed these totals in the 1,000 to 1,500 rupees bracket.

Elsewhere, the study showed that a majority of teenagers only purchased branded apparel.

Their counterparts aged 18 years old and above typically bought whatever suited their budget and made purchases at traditional markets.

"Today, teens exhibit a strong desire for individuality in their self-expression and end up spending a major chunk of their allowance on clothes," DS Rawat, said secretary general of ASSOCHAM, said.

"Fashion conscious teens be it the girls or the boys are becoming more concerned about their appearance and are taking what they wear more seriously than ever before."

When discussing shopping habits, 65% of young consumers liked visiting stores with friends, 25% preferred to engage in this activity alone, and 10% favoured the company of family.

Most purchases were reported to be "impulsive", and products regarded as "new", "racy" and "modern" proved especially attractive.

The main influences on the offerings ultimately obtained included what celebrities from the worlds of sport, cinema and fashion are currently wearing, ASSOCHAM's study added.

Indeed, 60% of respondents they had "cluttered" wardrobes containing many items of clothing either "seldom" or "never" used, and thus faced "stressful" or "time consuming" decisions when getting ready.

Data sourced from ASSOCHAM; additional content by Warc staff