{"id":24374,"date":"2026-02-28T19:41:57","date_gmt":"2026-02-28T14:11:57","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=24374"},"modified":"2026-02-28T19:41:57","modified_gmt":"2026-02-28T14:11:57","slug":"fashion-trends-and-retail-market","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=24374","title":{"rendered":"Fashion trends and retail market"},"content":{"rendered":"

Fashion Trends and Retail Market<\/span><\/p>\n

Author:<\/span> Poonam Dwivedi<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

Literature Review<\/span><\/p>\n

1.\u00a0 Buying Behavior\u00a0<\/span><\/p>\n

Chaure, Gautam, and Husain (2024) examined how consumers select fashion apparel in Nagpur, India. Surveying 200 respondents aged 24\u201350, the study identified quality, price, brand reputation, and current fashion trends as primary factors influencing purchase decisions. Consumers exhibit varying behaviors, such as cautious purchasing, habitual brand loyalty, and exploratory buying. Media sources, including television, movies, and the internet, strongly influence preferences. The study concludes that apparel companies should focus on high-quality, affordable, and aesthetically appealing products while employing effective marketing strategies to retain consumers in a competitive market .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

2. Youth<\/span><\/p>\n

Gaikwad and Rane (2024) analyzed the role of fashion in youth identity formation and social interaction. Fashion enables self-expression, confidence, and social status visibility among young people. Media, celebrities, and peer influence shape fashion choices. While fashion engagement can boost self-esteem and social confidence, excessive focus may lead to peer pressure, reduced self-esteem, and financial mismanagement. The authors emphasize balanced decision-making to maintain educational, financial, and personal stability .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

3. Branding<\/span><\/p>\n

Shivashankar and Uma (2017) studied how brand positioning affects consumer perception in Bangalore\u2019s apparel market. Strong brand positioning\u2014including modernity, style, and value perception\u2014enhances trust and loyalty. Factors influencing preference include product quality, design, aesthetics, social status, and brand distinctiveness. The study highlights that consistent branding strategies cultivate long-term loyalty and support increased sales .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

4.Pricing<\/span><\/p>\n

Sinha (2020) investigated the impact of price sensitivity on Indian retail consumers. Lower-income buyers focus on affordability, while higher-income groups prioritize quality, style, and brand. Online platforms allow price comparison and product review evaluation, influencing purchase decisions. Social, cultural, and personal factors also affect behavior. Retailers that offer quality products at competitive prices can attract and retain customers effectively .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

5.\u00a0 Store Design<\/span><\/p>\n

Khan et al. (2023) explored the influence of store layout and atmosphere on purchasing decisions in Delhi NCR. Using a quantitative approach with 100 participants, Structural Equation Modeling revealed that visual merchandising, window displays, and overall store design significantly affect buying behavior. Lighting, music, and signage had minimal effect. The study recommends investing in store aesthetics to enhance customer experience and sales performance .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

6.\u00a0 Endorsements<\/span><\/p>\n

Sarfare and Ingle (2025) studied how celebrity endorsements affect young adults\u2019 attitudes toward clothing brands. Surveying 224 respondents, the study found that celebrity-endorsed ads positively influence brand preference and purchase intent. Gender congruence between celebrity and viewer had minimal effect. Frequent exposure improved awareness of persuasive advertising techniques. The study underscores celebrity visibility and appeal as critical marketing tools for apparel brands targeting youth .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

7.\u00a0 Fabric<\/span><\/p>\n

Premalatha, Venkat Ravi, and Sangeetha (2017) examined how design and fabric composition affect clothing choices in Tuticorin, India. Surveying 900 respondents, they found that color, pattern, texture, and fabric quality are essential determinants. Blue was the most preferred color, natural patterns were favored, and soft textures were prioritized. Cotton-based woven fabrics emerged as the preferred material. Women preferred sarees and blouses, while men chose pants and shirts. The study recommends increasing consumer awareness of fabric properties to improve informed purchasing decisions .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

8 Satisfaction\u00a0<\/span><\/p>\n

Rathod and Godhra (2022) investigated satisfaction in organized retail stores. Surveying 200 consumers, product quality and store environment were primary satisfaction drivers, followed by service quality and aesthetic appeal. Pricing and promotions had less impact. The study recommends focusing on product excellence, store design, and staff training to enhance satisfaction and customer loyalty .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

9.\u00a0 Repurchase\u00a0<\/span><\/p>\n

Krishnakumar, Mukthy, and Chithira (2024) examined online fashion consumers\u2019 satisfaction and repurchase intentions. Surveying 200 respondents, the study highlighted website usability, product quality, reliable delivery, and accurate information as key factors. Cluster analysis identified three groups: Happy Repeaters, Moderate, and Happy Non-repeaters. The study emphasizes tailoring strategies to improve online experiences, thereby increasing loyalty and repeat purchases .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

10.\u00a0 Loyalty\u00a0<\/span><\/p>\n

Bhardwaj et al. (2021) analyzed factors driving brand loyalty in the fashion industry. Surveying 200 consumers, they found that emotional engagement, identification with the brand, and product satisfaction foster loyalty. Brands creating memorable experiences beyond product quality achieve higher repeat purchases and long-term market success .<\/span><\/p>\n

\u00a0<\/p>\n

\n

\u00a0<\/p>\n

Conclusion<\/span><\/p>\n

A synthesis of these studies shows:<\/span><\/p>\n