Although it’s been months since businesses have resumed and things are starting to pick up momentum, our industry is still going through a tricky time. But what’s surprising is that, even amidst dwindling sales, fashion retailers across the world have registered an uptick in sales of certain categories — comfortwear like leggings, loungewear and athleisure have emerged as best-performing productsduring the pandemic.
The growing penchant for comfort wear is not a new phenomenon by any means. We are all aware how modern consumers are more concerned with comfort and practicality than style and trends now. According to the fi ndings of the market research company Global Data,the revenue of athleisure worldwide has increased by US$ 34 billion in only one year, from 2018 to 2019.
But did we ever expect that the pandemic to trigger this trend further?
Ever since lockdowns were imposed around the world, loungewear and athleisure haveregistered a renewed demand. Loungewear quickly became the day-to-night go-to getup— and athleisure like yoga pants and sweat shirts became the second skin for those feeling inspired enough to actually workout. Reports document that loungewear witnessed a 433 percent jump in consumer demand as early as April 2020 in the UK alone.
The demand is equally strong in India too. Loungewear veteran Clovia has revealed that sales have witnessed 80% increase in the last two months itself. Similarly, Indian athleisure brands are experiencing growth of upto 50%-75% at the moment.
The September issue of IMAGES Business of Fashion makes a powerful attempt at analysing the trends and consumption behaviour of this emerging trend to aid upcoming as well as existingbrands establish a strong brand equity. For FAQs pertaining to shift in market dynamics, consumer sentiments and on all things related to fashion retail, do log on to our website, https://www.indiaretailing.com/.