STRATEGIES FOR POSITIONING SUSTAINABLE APPAREL AS A MAINSTREAM CHOICE IN THE INDIAN MARKET

Abstract

In this conceptual paper, positioning strategies for sustainable apparel as competitive products for consumers in the mainstream market are developed. Consumers in India have a basic understanding of the environment issues, which encourages them to buy environmentally friendly products from the market, but they are less aware of the advantages of environmentally friendly clothing. According to earlier studies, customers are unable to purchase sustainable clothing in the same mainstream markets that promote fast fashion. While trends and styles are important in fast fashion, they are less important in sustainable clothing since they don't meet consumers' expectations and lack of variety in the products influences consumer buying behaviour. A significant consideration is that Indian consumers are extremely price sensitive. The high market prices for sustainable clothes have an impact on how much the consumers value them. Sustainable apparel marketers concentrate on selling products through online stores, which has an impact on the availability of sustainable clothing on the market. In order to position environmentally friendly apparel in the mainstream market, this study will develop a conceptual framework and investigate the factors influencing consumer purchasing decisions for sustainable clothing.