The ever-evolving fashion industry is a clear reflection of the changing patterns in the social, political, technological and economic environment of a society. The past few decades have seen significant and diverse changes in consumer habits and lifestyles. At long last, garment purchase has come of age, with both male and female consumers becoming increasingly brand and fashion conscious. With the emergence of a contemporary social structure, garment purchase is no longer the forte of women alone. Research, national and international, expounds on the purchase decisions of the New Man who is becoming more fashion conscious and trend savvy when it comes to apparel. This article is an attempt to identify certain gender-based antecedents of garment purchase involvement. An attempt has also been made to identify the key drivers that influence the decision making process for garment purchase, separately for male and female customers. The findings demonstrate a paradigm shift in attitudes and purchase patterns, which can have important implications for the marketer.
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