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Men shop for apparel brands impulsively, ads ineffective

Premium menswear has seen both domestic and international brands spend on mainstream advertising. But before releasing a campaign on TV or going after 'likes' on their Facebook pages, it would do well for brands to understand how Indian men interact with the mid to premium branded apparel category. A study done by Nielsen, the leading global provider of information and insights, says that just one in four shoppers decide on the brand before purchasing, bringing into question the efficacy of advertising. Nielsen's research in the apparel space shows that the Indian working ...