Radhika Singhal | The Shri Ram School Aravali |
Abstract
Marketing women’s apparel requires creativity rather than logistics. Marketing to women often involves emotional connections, storytelling, and building relationships. Women respond positively to messages that evoke feelings of empowerment, self expression, confidence and self esteem whereas men respond positively to advertisements that focus on concise messaging, emphasising facts, features, and benefits. The aim of this study is to explore the response of men and women, primarily in the age range of 16-20 years, to the different marketing techniques of Indian brands selling women’s apparel. For data collection, a survey was sent to 28 people. The majority of the respondents (70%) lay within the age range of 16-20 years. The survey consisted of advertisements and campaigns from the top 3 women’s apparel Indian brands - Aurelia, BIBA, and ONLY Fashion. The results showed very few respondents purchasing from the brands on a daily basis. This implies the lack of effective marketing to the brands’ younger audience. Indian brands should stay updated to current consumer trends and preferences. By aligning their products and marketing strategies with the ever-changing market trends, the brands can quickly become relevant and appealing to their target audience. This study also allows other researchers to explore the effective marketing trends to interest younger audiences and boost the brands’ sales.