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Aug 1, 2018
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KPMG India: 7 in 10 fashion accessory purchases in 2022 will be mobile-influenced

Published
Aug 1, 2018

The professional service company KPMG’s latest India report predicts that seven out of ten fashion purchases in 2022 will be influenced by mobile phone use and almost half of these will be driven by Facebook.

KPMG’s latest India report predicts that seven out of ten fashion purchases in 2022 will be influenced by mobile phone use


The Press Trust of India reported that the latest KPMG report states that mobile influence on fashion retail is set to soar by 2022. "Seven in 10 fashion accessory purchases in 2022 will be mobile influenced, nearly half of which will be driven by Facebook, amounting to a USD 110 billion sales [Rs 7.3 lakh crore] opportunity by 2022," read the report.

The report, which was a joint project by KPMG and Facebook, expects the social media site to influence around half of mobile influenced fashion and accessory purchases in India in 2022. The report predicted that increased mobile phone use in India will create around $14 billion worth of potential revenue in the fashion market by 2022. Mobile driven marketing in fashion is also expected to influence two out of three purchases which would amount to $66 billion in potential fashion sales.

The report also stated that, due to increased urbanisation and per-capita income, the demand for fashion will increase not only in Tier 1 cities, but also in Tier 2 and 3 cities. Both online shopping platforms and mobile networks are covering more and more rural areas and this will unlock a large section of the market. The report concluded that fashion brands need to adapt to the changing retail landscape in India in order to tap into this potential income.

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