“Loungewear, pajamas and athleisure products which had a small and insignificant presence in our product portfolio saw demand jump from 2 to 33 per cent in the last three weeks, wherever we started store operations,” said Akhil Jain, ED, Madame, “Be it online or offline stores that opened or MBOs and distributor trade channels, everybody is demanding these products. The share of nightwear sales was almost 50 per cent during the lockdown.” Perceiving good demand, Madame has decided to increase production volumes of these items for Q2 and Q3. As Jain says, “The category was small for brands like us but it has a big market for all players including small and unorganized players and could be a long term game.
The #3 webinar organized by DFU Publications-DFU LIVE on May 30 on the theme: ‘New Categories Dikhao, Sales Badhao’ (Emerging New Categories for Apparel Retailers, Post-Covid), saw experts stressing on the significant growth in loungewear during and post lockdown. The speakers also highlighted how masks and antivirus products could be a... Read more