Branded clothes high on Teen's agenda

Brand conscious urban teenagers belonging to the upper middle-class segment are spending on average Rs 4,000-5,000 a month to update their wardrobes, according to an Assocham survey.

About 40% of the youngsters belonging to the affluent class of the society covered by the survey said they were spending up to Rs 4,000 a month on buying branded clothes, as 35% claimed an average expenditure of Rs 5,000 on them.

The survey is based on the responses of 2,000 youngsters from cities like Mumbai, Delhi, Bangalore and Chennai, the chamber said.

Majority of the youngsters responded that they pay more attention to brands than the price, the survey said.

"Today teens exhibit a strong desire for individuality, in their self-expression and end up spending a major chunk of their allowance on clothes," Assocham Secretary General D S Rawat said.

Majority of the youngsters informed that they emulate and look up to their favourite cine stars, models and sportsmen for latest fashion ideas.

"Fashion conscious teens, be it girls or boys, are becoming more concerned about their appearance and taking what they wear more seriously than ever before," Rawat said.