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Evolution of work from home culture has increased loungewear demand: Rajkumar Jain

Evolution of work from home culture has increased loungewear demand Rajkumar Jain MD BonjourThough a relatively small category in India, everybody has started taking loungewear seriously these days. “The evolution of the work from home culture has increased consumption of loungewear items like shorts and T-shirts in India,” said RajkumarJain, Managing Director, Bonjour at #3 webinar organized by DFU Publications-DFU LIVE on the topic: ‘New Categories Dikhao, Sales Badhao’ (Emerging New Categories for Apparel Retailers, Post-Covid). The discussion focused on the growing demand for loungewear in India.

Loungewear to curb luxury clothing demand

It is not certain for how long this demand will last. “However, the growing importance of this trend will curb purchase of luxury clothing in India. Apart from basic loungewear, demand for hand gloves with an anti-microbic finish, new hand sleeves, head covers and masks will also increase. While medical masks should be secured for the health workers, cloth masks can be sold to the general public” he added.

Tracking the evolution of loungewear in India, Jain said, “When loungewear came to India there was no awareness about the category in the country. People termed their T- Shirt, which they wore outside their homes, as loungewear. The category evolved about 15 years ago and is still evolving.”

Making international quality PPE kits

Responding to the growing demand for PPE clothing in India due to outbreak of COVID-19, Bonjour ventured into making overalls and masks. Until now, India has been making disposal PPE kits. These need to be thrown away after a few hours and pose huge environmental risk for the country. “Hence, we developed reusable PPE kits with a 30-day wash cycle. Since the last two months, we have been making PPE kits of international standards. These kits used by various professionals like receptionist, sweepers, and security staff at hospitals, who are directly or indirectly in touch with COVID patients and the staff which serves non COVID patients who don’t need stringent safety. The kits can also be stocked by retailers for longer sale,” Jain explains.

As these products are treated with antimicrobial finish or impregnated antimicrobial properties, they are durable and can easily be stocked by retailers for longer duration. “On the other hand, sanitizers cannot be sold by garment retailers unless they are packed in small packets instead of bottles. Hence, we should leave sanitizers for general, medical or the FMCG stores.”

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