: Social network marketing significantly influences women's purchase intentions, particularly in fashion. Beyond functional utility, women seek emotional value and brand engagement, often influenced by "word of mouth" and recommendations from close social circles. Sector Highlights: Fashion and Lifestyle
Despite its growth, the online experience is not without friction: WOMEN ONLINE SHOPPING
Fashion remains the cornerstone of women's online shopping behavior. Leading brands, such as those found on AJIO, focus on maintaining customer satisfaction through diverse collections and digital communication tools like video content and social media ads. Furthermore, the rise of specialized e-commerce, such as Melijoe for luxury kids' fashion, demonstrates how female-founded platforms cater to specific lifestyle needs like parenting. Navigating the Challenges particularly in fashion. Beyond functional utility