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Fashion industry is one of the oldest industries that has undergone a huge change and redefined itself time and again. The ethnic wear encompasses a wide range of styles, including Sherwanis, Pyjama, Kurta, pathani suits and more.
The ethnic wear fashion industry has a history rich in cultural significance and traditional clothing styles that often reflects the unique cultural values, beliefs, styles and designs. Lately it has seen a surge in popularity, especially men because women are already believed to be fashionable and are always decked up.
There are certain changes that took place in the overall fashion industry that have affected consumers behaviour and buying pattern. Understanding these is crucial for ethnic wear brands in Kolkata and other parts of India to create products and marketing strategies that appeal to the target audience.
In the response, we will discuss some of the key factors that influence their behaviour and buying patterns.
The first factor is the cultural and social factors that influence the buying behaviour of the customers. These two are the determinants of the behaviour of the men when they choose clothes for them.
The choice may notably rely on the customer’s culture, religion and social background. For instance men in India wear sherwanis in their wedding and kurtas and pyjamas during the festivals or family gatherings.
There could be many personal factors that can influence the consumer behaviour and buying patterns of them like, income, age, education, lifestyle and personality traits. For instance the younger generation is seen to follow more trends and buy modern day clothes while the older generation will stick to their traditional styling.
The customers with higher income will prefer designer wear, while others may go for something more feasible and cheap.
Marketing and advertising is on the rise today because it is the backbone of any business. They are the key factors that influence the customer behaviour and buying patterns in ethnic wear brands. Many ethnic wear brands in Kolkata and other parts of India use various strategies, tactics and tools to create a hype and trigger the men’s sense of fear-of-missing-out. This way they capture the attention and eventually get the customers to buy the clothes.
The more unique and out of the box outfits will be, the more customers will get attracted to them.
Men are most likely to opt for garments that are well designed and are stylish and definitely comfortable to wear. The quality products are always to create a positive impression on customers and encourage them to repeat their purchases.
Men are more likely to opt for products that offer good value for money. For instance, customers may be willing to pay a premium price for high-quality products, but they are also likely to compare prices and opt for brands that offer more affordable options.