Mobiles to drive India's 70% fashion accessory purchases by 2022: Report
New Delhi, July 31 : By 2022, seven in ten fashion accessory purchases in India will be influenced by mobile phones, predicts a new Facebook-KPMG report said on Tuesday.
Nearly half of those mobile-influenced purchases will be driven by Facebook, amounting to a $110 billion sales opportunity, said the latest "Zero Friction Future" report.
Additionally, mobile will influence two in three apparel purchases, amounting to $66 billion opportunity for brands, half of which will be driven by Facebook, the findings showed.
Friction occurs when consumers dropout during purchase due to unnecessary additional effort, incremental step or inconvenience.
According to the findings of the report, friction accounts for 19 per cent of consumer dropouts, in apparel category, and in accessories category, friction accounts for 22 per cent of consumer dropouts.
"Fashion spectrum in India has evolved so considerably, that the apparel and accessory market is projected to reach $102 billion and $155 billion individually, by the year 2022," said Pulkit Trivedi, Director, Facebook India.
"Today, mobile has become central to the way brands market and sell their products and engage with customers end-to-end. With our Zero Friction Future report, we aim to help fashion brands adopt relevant marketing strategies and reduce friction in consumer journeys across multiple touch-points, leading to improved conversion rates and increased revenue opportunity," Trivedi added.
According to the research, top friction areas for different demographic cohorts vary and hence marketers need to customise their marketing strategy accordingly.
For example, men and women display different drivers for entering the purchase funnel, the report said.
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VHP warns of statewide stir in Karnataka against move to ease cattle transport law
Udupi (Karnataka) (PTI): The VHP on Saturday demanded the immediate withdrawal of a proposed amendment to the Karnataka Prevention of Slaughter and Preservation of Cattle Act, 2020, accusing the state government of weakening a law that has deterred illegal cattle transport.
The organisation's Go Raksha Wing, Karnataka South, has also announced district-level protests on December 8.
According to officials, the existing law mandates a bank guarantee for securing the release of vehicles seized for alleged illegal cattle transportation.
On December 4, the state Cabinet proposed an amendment enabling the release of such vehicles on an indemnity bond instead.
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Addressing reporters in Udupi, VHP leader and Prantha Goraksha Pramukh Sunil K R, said the government's move amounted to "sympathy for cattle lifters" and claimed that it was part of broader actions "targeting Hindus".
He argued that the law in its current form is stringent and has played a crucial role in reducing incidents of illegal cattle transport and theft.
Under the Act, vehicles involved in offences can be surrendered and, upon conviction, permanently seized by authorities. "Diluting these provisions will embolden offenders," Sunil said.
The VHP leader warned that easing the process of vehicle release would not only encourage violators but also result in rising cruelty against cattle.
Sunil further claimed that the strict enforcement of the 2020 law had brought down cases of cattle-related offences significantly. Rolling back these provisions, he said, could reverse those gains and would lead to an increase in illegal transport.
He reiterated that the government must reconsider its decision and preserve the integrity of the existing law.
