VOLATILITY OF APPAREL MARKETS IN EMERGING ECONOMIES: AN INVESTIGATION OF BUYERS' PURCHASE BEHAVIOR

This paper investigates the increasing volatility in apparel markets of the developing nations, along with the analysis of the transition among apparel consumers` behavior in emerging markets. Customers in emerging markets, particularly those in India, Brazil, and Southeast Asia, have been shifting from idealistic consumerism to highly flexible, value-focused tactics as worldwide trading patterns change as a result of geopolitical disputes and currency volatility. This research highlights the main causes of market instability and the psychological frameworks, including "lateral mimicry" and "dissonance-minimizing behaviors," that characterize the modern shopper from emerging markets by combining secondary information from industry publications and academic papers