Authors: Bikramjit Rishi
Addresses: Institute of Management Technology (IMT), Raj Nagar, Hapur Road, Ghaziabad 201001, Uttar Pradesh, India
Abstract: For Indian apparel retailing, things started to change slowly in the 1990s, when a shift started from unorganised apparel retailing to organised one. The textiles sector, with companies such as Bombay Dyeing, Raymond, S. Kumar|s and Grasim, was the first to see the emergence of retail stores. This paper analyses the developments in apparel retailing in India and focuses on the factors affecting shopping of apparels in the organised retail stores. The essential contribution of this paper is to understand the factors affecting shopping of apparels in organised retail stores. The study raises the question that to get success in the Indian retail environment, it is essential to understand the factors affecting shopping of apparels, so that apparel retailers can devise an effective marketing strategy.
Keywords: organised retailing; apparel buying; experience buying; fashion retailing; style; clothing retailing; clothing purchasing; garment retailing; apparel retailing; clothes shopping; marketing strategy; India.
International Journal of Business Innovation and Research, 2011 Vol.5 No.5, pp.546 - 558
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 11 Sep 2011 *