The Hindu Business Line : Print ads score over TV for womenswear

TELEVISION advertising may be the FMCG industry's hot favourite, but when it comes to the ready-to-wear industry, the scales are tipped in favour of print advertising.

Topline findings of a research study by Images magazine, covering a sample of 891 working women across 12 cities, reveal that when it comes to influencing ready-to-wear purchase decisions of working women, print rules and television comes a very distant second.

According to the study, 62.6 per cent women profiled said that they were sometimes influenced by print media ads for their garment purchase decisions, 13.1 per cent were "often influenced" and only 22.2 per cent were never influenced by print ads.

And here is a reality check for the electronic media. As many as 32.3 per cent respondents said that they were never influenced by TV ads. Also, over 60 per cent of the respondents profiled said that they never took notice of television soaps and celebrities.

At par with the print media ads was the influence of point of purchase (PoP) ads, seasonal discount sales, and other below-the-line promotions by brands and retailers.

Up to 8.1 per cent working women said that communication such as this always influenced their purchase decisions, while 26.3 per cent said were often influenced.

The study added that salwar-kameez is the most preferred attire for the workplace, Allen Solly is the leader in formal shirts, Benetton leads among T-shirts, Scullers is the favourite brand in trousers, and Levi's the most popular jeans.

The career profiles of the respondents, between 21 and 45, ranged from top-level professionals to entry-level executives. The monthly income of the respondents ranged from Rs 10,000 to over Rs 1 lakh.

According to the study, the country's apparel market is estimated to be worth Rs 49,300 crore, growing at about 13 per cent annually.

Womenswear constitutes roughly 37.5 per cent of this market, which includes the Rs 8,232-crore saris market, the Rs 4,423-crore market for ethnic wear, and the Rs 738-crore market for western wear.

Besides, a sizeable market exists for jeans, lingerie and intimate apparel. A large part of this market remains unbranded.

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