Over the past one year, athleisure trend has been picking up rapidly in India Across the world; however, it constitutes almost 60 per cent of the global consumers’ wardrobes. “Though slow in pace, athleisure trend is catching up in India, especially in the current social situation where everyone is lockdown in their homes,” said Kamal Khushlani, Founder, Mufti at #3 webinar organized by DFU Publications-DFU LIVE on May 30 on the topic: ‘New Categories Dikhao, Sales Badhao’ (Emerging New Categories for Apparel Retailers, Post-Covid).
Athlesiure wear sees demand spike
Khushlani said that as splurging on fashion will not revive soon, “We will have to take it as one step at a time as India is a diverse country and has all kinds of people.” While on one hand demand for casual wear will slacken, on the other people will also not buy formal wear as they will be spending little time in their offices. “This will boost demand for athlesiure wear,” Kushlani added. The trend may continue to remain prominent at least for the next six months as it is difficult to predict when we will be able to come back to normal working days. “Comfort will win over style as working from home will now become a way of life,” he said.
Tapping new categories
Khushlani also highlighted the importance of masks at the webinar. “Disposable masks are important for people dealing with COVID patients while others should use reusable masks. A recent The Economic Times survey reveals people prefer to buy masks from brands known for their sustainable practices. For these consumers, a reusable mask is more useful. As a fashion brand, we plan to tap this opportunity to create some interesting masks for our consumers,” added observed.
A fashion brand that has been catering to the fashion sensibilities of its customers, Mufti never ventured into loungewear. “However, as the trend is slowly creeping into people’s wardrobe, marketers like us are giving it different connotations such as affordable fashion, athlesiure wear, etc. The category can be divided in two parts: performance wear and leisure wear. What we offer is leisure wear,” he explained. He said masks are a logical extension for his company’s operations. “However, the category makes sense only if I am able to create something that intrigues the consumer and he prefers to buy a reusable mask from our brand,” he summed up.