Meta has revealed insights from two studies on consumer behavior in India’s fashion and beauty sectors. Conducted by consumer insights platform GWI on behalf of Meta, the studies emphasize the significant role of Instagram Reels in brand and product discovery among Indian internet users. Virtual try-ons are also gaining traction in the online fashion and beauty shopping landscape.
In the fashion realm, social media, particularly Meta platforms, proves crucial for brand exploration, with 97% of Indian users discovering fashion brands through these channels. Instagram Reels stands out, contributing to 52% of these discoveries, and remarkably, 39% of these discoveries translate into actual purchases. Augmented Reality (AR) is on the rise in the fashion industry, recognized by 80% of participants. Additionally, 78% acknowledge the impact of virtual try-ons in influencing their online shopping activities.
The trend of virtual try-ons is escalating, with tech giants like Google introducing such features for both genders. Simultaneously, newer platforms like 3DLook and MirrAR cater to online shoppers, offering virtually real shopping experiences from the comfort of their homes. This trend underscores the industry’s commitment to enhancing the online shopping journey through technological integrations, marking a significant shift in how consumers engage with fashion and beauty in the digital landscape.
