With mini lockdowns and shutdowns making a comeback in India, consumer movement will yet again be limited. As a result, demand for comfortable yet stylish apparel that can be worn in the comfort of homes is expected to rise again rapidly, leading to sportswear and athleisure gaining ground even more post the lockdown. With more and more consumers giving the first priority to their health, this segment is making its place in each and every wardrobe. Instead of stocking up casual and formal wear, consumers are responding by stocking up on yoga pants, joggers, hoodies and sneakers in large numbers.
Going by the change in consumer behavior, today s/he is thinking about fi tness and is ready to spend money on training merchandise. Giving priority to comfort, everyone wants to look stylish, even if they are jogging in the morning, which is why the sportswear industry has made huge progress in the last few years. New brands have come up and gone are the days when consumers used to have just one outfit for outdoor physical activities.
In this issue, we have highlighted the change in dynamics in this sector as heralded by the Coronavirus pandemic. The issue will look at the challenges faced by brands compelled to shift to this direct-to-consumer (D2C) channel as well as the opportunities that the segment has to off er to brands, retailers and all stakeholders of the value chain. We also have a clutch of fashion leaders who elaborate on the innovations and strategies they have deployed for their respective brands, so that others may be inspired to adopt or create solutions in our own capacities to help stabilize fashion businesses now and fortify it for the future. For FAQs pertaining to shift in the market dynamics, consumer sentiments and on all things related to fashion retail, do log on to our website, https://www.indiaretailing.com/.