Young India goes brand crazy

Monday, 01 August 2011

Young India is crazy about brands and a recent study has confirmed this. A study conducted by the Associated Chambers of Commerce and Industry of India (Assocham) on youngsters across India, boys and girls, shows they spend between Rs 2,500 to Rs 5,000 on high end clothes every month. Exhibiting a strong desire for individuality in their self-expression, they look up to their favorite cine stars, sportsmen and ramp models for the latest fashion trends and pay more attention to brands than the price. In sportswear brands Nike is the most sought after and Adidas ranks second. In casual wear Levi’s is the most preferred brand followed by Lee, Wrangler, Flying Machine, Pepe Jeans London, Diesel, Spykar, K-Lounge and Numero Uno jeans wear.

The rise of the young Indian urban consumer has been a feature of India’s economic transformation over the past decade. In their mid-twenties, members of this segment do not think twice before spending on expensive global brands. They are comfortable buying on credit, have bought a house and a car, something their parents could never have dreamt of doing in their youth. This shows an emerging class of young Indian consumers is driving a shift from a saving economy to a spending economy in India. Almost 60 per cent of youth say they have cluttered closets full of clothes they seldom wear and this makes getting dressed up stressful and time consuming affair.

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