INDIA’S FIRST CONSUMER STUDY

Impact of COVID on
Indian Fashion Segment
Key Highlights from Study

1 Optimism Contours

58% of respondents are eager to shop

58
%
post-lockdown and look forward to
fashion shopping again.

Continued Optimism
across lockdown extensions

Only 35% consumers believe they have

enough clothes and won’t to shop for it.

35 %

Lack of socializing
during the lockdown marks consumers’
slightly muted contours for the category.

2 Deferred Shopping Quotient

45% claim they will defer until

45 %
festival season (across both metro
and non-metro cities).

65% consumers state that crisis will not

65 %
stop them from buying basic clothing.

3 Consumers Actively Seeking Value

65% respondents reflected willingness to

65 %
engage with comfortable clothing that cuts
across work from home and stay at home.

Post lockdown, 60% claim will invest in

60 %
clothing that helps working from home &
occasional office visits.
 4 Safety First

Safety emerges as a paramount aspect,

74 % irrespective of channel. 74% respondent

cite as highest importance for both store
visits as well as online shopping.

72% respondents re-balance parameters

72 %
for online channel engagement; claim
safety has ceded delivery speed as first
and highest priority.

This is true across age cohorts; and is

BUY emerging for key reason for older audience
to adopt online channels.

One in every three consumers who have

not used online earlier claim to adopt
online channels.

Consumers to gauge adequate measures

deployed before initiating shopping again
across any channel. With lockdown
extensions, the cautious index tends to
increase, hence does the lag to re-initiate
apparel shopping.

Whilst D2C channels find initial priority

across all the above scenarios, the time lag
to visit physical stores is not very distant
with 15 days gap marking the 40 day
lockdown and 35 days gap marking the 70
and 100 day lockdown.

5 Value+++

Value to envelope elements beyond just

price; only half the consumers claim they
SALE seeking only discount deals.

And 56% reflect readiness to explore

56 %
different brands that offer value products at
smart price.
 5 Value+++ (contd)

Propensity for impulse categories, such

as accessories, though marked by low
ticket emerges low. Footwear, however,
emerges relatively high on urgent need.

Whilst the decrease in spend averages at

35 % 35%; re-purchase propensity decrease
with lockdown extensions.

6 Re-aligned
Engagement Tools

76% respondents cite eagerness to visit

76 %
stores, but only post reassurance on
safety parameters.

Large crowds emerges as key reason to

66 % stay away from malls by 66% of the

respondents. This emerges across metro
and mini-metro Indian cities.

Mixed preference of High Street format

48 % vis-à-vis Malls; 48% respondents claim

skew towards High Street owing
to COVID.

More than half the consumers reflect

confidence that brands and retailers will
take adequate safety measures.

Trust is salient tool to leverage across

frontend and backend touchpoints.

For a complete report email us at info@wazir.in or insights@crownit.in.

To know more about us, visit www.wazir.in & www.crownit.in for more information.

Research Scope: 1,726 respondents | Covered 24+ cities across India | 8 metros
Equitible male-to-female ratio | Age Group: 18-25, 26-35 & 36-60 | SEC: A (70%) and B (30%)