FASHION TRENDS E-COMMERCE - SNAPSHOT
INDIA
Fashion discovery and decision drivers during shopping journeys
The Ask
Deep dive into fashion consumer needs, behaviours, and perceptions to shape the e-commerce giant’s journey to becoming the most loved fashion destination.
This included understanding the end-to-end purchase journey, key decision drivers, influence of content and discovery, and interplay between online and offline shopping.
What we delivered
The diary exercise captured in-the-moment behaviour across consumer context (brands used and preferred, social media handles followed, occupation) and Fashion context (everyday vs special occasions, trend discovery).
In-depth interviews mapped needs, path to purchase, drivers, customer experience expectations, and brand performance.
We outlined what drives choice in fashion, the ideal shopping experience, and how the brand compares to others in the space.
