Consumers, not just in the metro cities, but in the interiors of India are adapting to the evolving fashion industry. They are becoming more experimental in their choices because of the flexibility and convenience offered by e-commerce. Tier II and-III cities now stand as priority strategic markets for many fashion retailers and e-commerce platforms. This is primarily because of an increase in disposable income, deeper internet penetration, rising exposure to new age media and influencers, innovative marketing, and technological advancements in these cities. This has also led to an increase in advertisements, technology, digital, and traditional marketing tools by brands to build prominence in these Tier II and-III cities.
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