Despite a pandemic-driven online shopping surge, physical stores remain dominant, as per a survey by Localcircles.

The survey shows, only 4 per cent consumers rely solely on online platforms while 47 per cent of respondents prefer to shop exclusively in stores for the ‘touch, feel, and try experience. About 40 per cent enjoy a mix of online and offline shopping.

Around 37 per cent respondents cited better deals and discounts as the biggest reason for online apparel shopping.

According to 29 per cent respondents, another major advantage is the ease of exchanging or returning clothes that don't fit or aren't what they expected. This eliminates the hassle of going back to the store. Also online stores often offer a larger variety of choices compared to individual physical stores, say 26 per cent of the responds. Some of the key drivers for online purchases include discounts and ease of return, according to the study. 

Though the pandemic led to increased adoption of buying apparel online, consumers are once again opting for physical stores/markets to buy clothes. 

Around 81 per cent of respondents cited the ability to touch, feel and try their chose garments before finalizing their purchases as the key reason for buying clothes online. Interestingly, 44 per cent of those who prefer stores also mentioned a wider selection, which might indicate a perception that online stores lack variety in some categories.

Other reasons include the ability to make a quick purchase and easy exchange and return of products

Around 35,000 consumers from 323 Indian districts responded to the survey. Out of these 61 per cent were men while 39 per cent respondents were women. Almost 43 per cent respondents belonged to the Tier I cities while 33 per cent hailed from Tier II cities and 24 per cent from Tier III, IV and rural districts.

Many consumers indicated that they made their first purchases of branded products in store while for repeat purchases they prefer online platforms as the fit and quality are already known. Their decision to make online platform their primary channel to buy clothes depends on whether these online platforms deliver faster and provide a better buying and return experience.

The Indian apparel market is expected to reach a staggering Rs 9.35 lakh crore (USD 105.5 billion) in 2024. Women's apparel holds the lion's share, at US$51.05 billion. 

Consumers seek a balance of value, quality, fashion, and self-expression, influenced by social media trends.