Online platforms are witnessing an increase of up to 40 percent year-on-year (YoY) in demand for winter wear. IS.U (pronounced as Is You), a homegrown apparel brand which also has its own online platform, has seen 35 to 40 per cent growth in lounge wear category which includes sweatshirts and pants this winter.
Similarly, Amazon India is seeing 20 per cent growth in the sales of women’s jackets and sweatshirts this year. In the last two months, kid’s winter wear category grew at 28 per cent.
During its recent Big Billion Days sale, Flipkart witnessed a 70 per cent growth in winter wear for both men and women compared to last year. While sports jackets and sweatshirts were the top performing verticals in the men's category, denim jackets, pullovers, and shawls were top choices for women, said Nishit Garg, Vice President, Flipkart Fashion.
Work from home culture has changed purchasing behavior. Women, who earlier invested more in long jackets or coats, knee length cardigan dresses, are now interested in buying comfortable clothing like turtle neck tops, sweatshirts, among others, said Rashi Menda, Founder & CEO, IS.U.
The ongoing festival season is further expected to increase the winter wear sales. The winter wear market in India accounts for five percent of overall Indian apparel market.