Evaluation of Antecedents and Consequences of Low Involvement Buying Behaviour of Fashion and Apparel In Online Shopping

Abstract

Fashion and apparel are two of the most important consumer-facing industries on the planet. The Indian textile and apparel market was worth US$ 133 billion in 2020. E-commerce contributes significantly to the fashion industry all over the world. According to a recent report, the global fashion e-commerce market will be worth $668.1 billion in 2021, with a compound annual growth rate (CAGR) of 21.6 percent. Fashion is defined as the various styles of clothing and accessories worn by individuals or groups of people. Raw material production (mostly fibres and textiles, but also leather and fur); fashion item production (by designers, manufacturers, contractors, and others); retail sales; and various forms of advertising and marketing are the four levels of the fashion industry. These levels are comprised of several distinct but interconnected sectors, all of which are dedicated to meeting customer demand for apparel while allowing industry players to profit.