Meta has unveiled a consumer behavior analysis from two studies focusing on India’s fashion and beauty sectors. Conducted by the consumer insights platform GWI on behalf of Meta, the studies highlight Instagram Reels’ pivotal role in brand and product discovery among Indian internet users. The rising influence of virtual try-ons has also gained prominence among online fashion and beauty shoppers.
In the realm of fashion, social media emerges as a prime channel for brand exploration, with 97 per cent of users in India discovering fashion brands via Meta platforms, particularly attributing 52 per cent of their discoveries to Instagram Reels. Impressively, 39 per cent of these discoveries translated into actual purchases.
Augmented Reality (AR) is witnessing increased adoption within the fashion industry, as 80 per cent of participants recognise its presence. Additionally, 78 per cent acknowledge the influence of virtual try-ons in motivating their online shopping activities.
This shift towards virtual try-ons gains further momentum 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. The trend underscores the industry’s dedication to enhancing the online shopping journey through technological integrations.
