Branded apparel merchandising is gathering critical momentum in India, and that’s a bit of a surprise in a country where preferences change every 25 km and loyalties change for a 10% difference in pricing.

Brands have started shaping buying behaviour. A large young working population with a median age of 24 years; growing numbers of nuclear families in urban areas; increasing working-women population and emerging opportunities in the services sector have increased the average consumer spend on branded clothing.

Industry experts believe that apparel sales in retail stores posted a growth of between 25-30 per cent in 2003 and according to an estimate by McKinsey, the branded apparel market — is now worth nearly $ 1 billion.

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