According to The Atlas of Affluence (AOA), 2022, created by The Voice of Fashion, a digital magazine by Reliance Brands, India’s fashion scenario is changing. The study has been conducted across six Indian cities to understand metro and non-metro differences. As per the findings, the concept of influence has changed during and after the pandemic.
For instance, 57 per cent of men claimed that they started spending more on fashion. Compared to 2019, the men’s brand portfolio grew 46 per cent. For women, it is 14 per cent.
In another finding, it has been reported that 65 per cent of non-metro residents buy luxury on a regular basis. In metros, it is 53 per cent. First time during the Covid-19 restrictions, two of the three affluent buyers depended on the internet for luxury shopping. About 76 per cent of people invest in luxury brands, and 26 per cent still considers luxury as a means of social assertion.
AOA is a strategy document for all those who create in India or for India, who make or market here and must have a finger on the pulse of the consumer. Beyond business strategy and numbers there are a series of columns, interviews, ground reports and features stories on architecture, personal style, the ascendance of India in South Asian design and global luxury, the emergence of the gold collar consumer and the growing market for beauty and wellness.
