Page 172 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
No one can ignore or
overlook the sudden
boom of the e-commerce
in the last few years. With the ever-increasing number of websites selling everything from furniture to groceries, electronics to designer clothes, there is almost nothing that cannot
be bought online today. So while retailers are going all-out in pushing consumers on the online (even mobile) channel, a point worth considering is the customer’s preference for conventional retail channels.
In this period of increasing competition,
EMPOWERMENT
New fashions empower, rather than oppress
172
Alisha Attarwala
Assistant Planner Ogilvy & Mather Alisha.Attarwala@ogilvy.com
brands need to
understand how
consumers are using
these channels.
Consumers see every
channel as a solution
for their varied needs
in different situations. Understanding how
consumers select among diverse shopping options is critical for modern-day marketers in arriving at an optimal channel mix for building and sustaining a loyal customer base.
Fashion has been clubbed with words like “oppression” and “victims,” but recently fashion has started empowering Indian
women. For young women in smaller towns, fashion is not only a means to be on par with their cosmopolitan counterparts, but is also a way of feeling empowered and confident.
For sources of inspiration
young women turn to reality TV shows, Instagram,
Pinterest, make up tutorials on YouTube, Indian and international fashion blogs, and beauty apps.
These women may have
money but they lack
fashion awareness, so they
turn to these sources for ideas
to enhance their personal style and fulfill their desire to stand out.
Young women also tend to buy more for less by shopping on
the street, or online on Flipkart, Myntra, Jabong and similar online outlets so that they can embrace fast fashion and be trendsetters themselves. In a time of constantly changing fashion, staying up-to- date with what they wear gives these women the opportunity and means to empower themselves.
MARKETING MIX
E-commerce is booming, but it’s not the only channel
Kaveri Kshirsagar
Senior Research Executive
Millward Brown Kaveri.Kshirsagar@millwardbrown.com
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