Snapdeal, a leading e-commerce company, has said that its sales of fashion category have grown by 210 per cent in the first six months of 2021.
‘Value-buying’ has emerged as a common theme cutting across buyers and categories in the apparel sector.
On an average, the popular price range for a single fashion item on Snapdeal is now anywhere between Rs. 300 and 450, as compared to Rs. 450 and 550 in 2020. In fact, on Snapdeal, the purchases within the Rs. 450 segment have doubled to 40 per cent in H1 of 2021 as compared to H1 2020.
The company said that the growth was driven by users replenishing their wardrobe to meet work-from-home clothing needs (‘Zoom fashion’ that includes mostly waist-up garments such as T-Shirts, shirts and tops).
The desire to buy new clothes to meet friends and family after a long gap and to meet travel needs was another factor that drove fashion purchases.
Snapdeal has seen volume growth in casualwear including loungewear (tracks, shorts, T-shirts, tops, dresses, etc.), athleisure sportswear and masks as people continue to work from home post pandemic-induced lockdowns.
It can be mentioned here that e-commerce giant now launches fresh products every month across categories and has value-buys in the Rs. 249-499 price range and attractive collections and combinations for GenZ and millennials.
Men’s fashion segment grew 3.25 times, including loungewear, athleisure and innerwear. Daily average orders in the upperwear category, especially T-shirts, polos, shirts and innerwear, went up by 100 per cent.
In the women’s fashion category, while total sales of units grew by 3.5 times in the past six months, salwar suits grew 7 times clocking the highest growth in the category. Sarees, kurtis, dresses, activewear and nightwear also showed multi-fold growth.