Deloitte India has pegged India's athleisure at around 54,000 crores
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11th July 2021, Mumbai:
Post Covid world drastic lifestyle changes is a given and this is mirroring in our wardrobe evolution. "WFH" lifestyle needs & warrants comfort over anything else and comfy silhouettes, ensembles and breathable, performance textiles became the in thing," say trade experts & designers alike.
Athleisure wear has become a symbol of harmony and harmonization that gives license to wearer meeting multiple objectives like while at work, to the gym, at brunch or even permit to party hard. From workout apparel, it has gone on to become your default go-to attire.
What makes Athleisure prevail
"Athleisure has prevailed in the new normal owing to its growing appeal in the fitness and fashion sectors all thanks to its core product attributes & offerings likes of "Functionality, design induced stylisation and luxe workout wear appeal options," echoed by one and all.
According to market research firm Technavio, the athleisure market is poised to grow by over US $80 billion in the period 2020-24. Infact, Athleisure is the fastest growing segment across the fashion space, and it is witnessing a growth rate of 20-25% annually, and Deloitte India partner Rajat Wahi has pegged India's athleisure market around Rs. 54,000 crore or USD 85 billion by 2021.
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The limited point one is trying to make here is,"lock-down in some sense made CONSUMERS realise the vitality of 'Quality and Comfort' as key parameters of fashion over styles/ designs".
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