TO STUDY EMERGING TRENDS IN SOCIAL MEDIA DRIVEN CONSUMER BEHAVIOUR TOWARDS READYMADE GARMENTS

Abstract [English]

The growing influence of social media on consumer behavior, particularly in the fashion industry, has transformed how consumers interact with and purchase ready-made garments. This paper explores the emerging trends in social media-driven consumer behavior towards ready-made garments, focusing on how platforms like Instagram, TikTok, and Pinterest have become key influencers in shaping purchasing decisions. With the rise of visual marketing, influencer collaborations, and personalized content driven by algorithms, consumers are increasingly turning to social media for fashion inspiration and product discovery. The study examines the role of micro-influencers, user-generated content, and peer reviews in building trust and fostering brand loyalty. It highlights the shift from traditional advertising to real-time engagement through live streams, stories, and influencer endorsements, which has created a highly dynamic and interactive shopping environment. Additionally, this paper explores how impulse buying is facilitated by social media platforms' shopping features, enabling consumers to purchase directly from their social feeds. Data was collected through surveys and social media analytics, offering insights into the demographic profile of consumers, their social media usage patterns, and their preferences in ready-made garments. The findings reveal that consumers are highly influenced by visual content, recommendations from influencers, and peer feedback, which significantly impact their purchase decisions. The study also identifies challenges that fashion brands face in keeping up with rapidly changing trends and maintaining consumer engagement in an increasingly saturated market.