Trends in Fashion Industry and their Influence in Consumer Buying Decision

Dr. P. Sumitha, R. Suganya

Abstract: Fashion trends come and go; meanwhile a society?s values are established and evolving characteristic to their beliefs and culture. The technological innovations have helped apparel manufacturers, brand merchandisers and retailers to shift towards a new global reality. Fashion is what is accepted and adopted by the society at any given point of time. In other words, it is a lifestyle statement of an individual or a group of people. This study examines about the socioeconomic profile and factors influenced to purchase fashion apparel online. Data is collected from 150 respondents in and around Coimbatore. Primary and Secondary data was collected. instance looking at the factors that have a positive impact on consumer buying behaviour of fast fashion clothing, messages can be tailored in such a way that these are out in consideration.

Keywords: Brand Merchandizers, Retailers, fashion, Life style