Marking its debut, family focused apparel retailer R&B launched its first brick-and-mortar store in Thiruvananthapuram. The large scale store offers the brand’s value-based products to shoppers with focus on trend driven and practical western wear.

The store has dedicated segments for men’s, women’s, and children’ clothing along with accessories such as handbags, hold all bags, hats, socks, and fashion accessories. It also has sections for denim, ethnic wear, personal care goods, and gift items.

R&B also opened its 20th India store to date in Maninagar, Ahmedabad at the start of April. The brand also opened a store in Kochi’s Lulu Mall March-end. It is a part of the Apparel Group India, the Indian arm of UAE-based global fashion and retail giant Apparel Group.

Apparel Group India is also responsible for retailing labels including Victoria’s Secret, Bath & Body Works and Aldo in India.

Mumbai-based textile manufacturer Reid & Taylor Apparel reached another milestone in its expansion strategy as it inaugurated its second store at Vallabagh Lane in Ghatkopar, Mumbai.

As per Subrata Siddhanta, CEO-Apparel & Retail, Reid & Taylor, says the expansion aligns with the brand’s vision to open seven stores in Mumbai within a month. Through this aggressive approach, Reid & Taylor aims to strengthen its presence in the market.

Having forayed into the Indian market in 1988, Reid & Taylor Apparel began its India operations by setting up a cutting-edge mill in Mysore, Karnataka. Over the years, the brand has become synonymous with premium suiting and shirting options.

The Ghatkopar store follows the launch of the brand’s maiden store in Borivali.

In a notable collaboration, esteemed luxury clothing and accessories brand, Tory Burch has unveiled its latest flagship store in Mumbai alongside Reliance Brands. Nestled within the bustling Jio World Plaza, this launch marks the brand's second venture into the vibrant Indian market.

The store boasts a striking façade crafted from geometric natural wood, drawing visitors into a warm and inviting interior. Adorned with small trees, the space exudes a serene ambiance, while golden shelves elegantly display Tory Burch's signature structured handbags and accessories.

Aligning with the unveiling is the debut of Tory Burch's Spring/Summer 2024 collection, showcasing an array of subtly monogrammed shoulder bags and pristine white leather satchels, among other exquisite designs.

In India, Tory Burch operates under the subsidiary of Reliance Retail-Reliance Brands. The brand has an exclusive outlet at the DLF Emporio in New Delhi.

Founded in New York City in 2004, Tory Burch has garnered acclaim for redefining American luxury fashion with a global sensibility. Notably, the label regularly showcases its innovative and sophisticated collections at the New York Fashion Week.

The global athleisure market is booming, and India is a key player in this growth story. With a projected CAGR of 5.2 per cent, the Indian athleisure market is estimated to reach Rs 24,800 crore ($3.2 billion) by 2032,as per a new report by Allied Market Research. This growth is driven by several factors, including a growing health and fitness consciousness, rising disposable incomes, and a booming young population.

Key growth drivers

Statista predicts the sports and athleisure retail market in India to grow to Rs 402 billion by 2025. Meanwhile, India's sports equipment, footwear, and apparel market, which includes athleisure, reached Rs 218 billion in 2022 fiscal, a significant growth of 122.5 per cent from 2015. So what is driving this market’s growth.

Increased focus on health and fitness: Post Covid, Indians have become increasingly aware of the importance of a healthy lifestyle. This has led to a rise in gym memberships, participation in sports activities, and overall fitness awareness. Athleisure wear, known for its comfort and functionality, caters perfectly to this trend.

Young fashion-conscious consumers: India has a large young population who are driving the demand for trendy and stylish clothing. Athleisure wear bridges the gap between activewear and casual wear, offering both comfort and style, making it a popular choice for this demographic.

E-commerce boom: The rise of online shopping platforms has made it easier for consumers across India to access a wider variety of athleisure brands and products. This convenience is further pushing up market growth.

Market landscape

Currently, the women’s segment holds majority share of Indian athleisure market driven by a growing focus on fitness and a wider variety of stylish options available. However, the male segment is expected to witness the fastest growth in coming years, with athleisure apparel like bomber jackets and casual trousers gaining traction.

As far as products go, sneakers are currently the most popular athleisure product category in India. However, hoodies are expected to see the highest growth rate in the future, driven by the variety of stylish options available, reveals Allied Market Research Report on Athleisure Market study.

Traditionally, offline stores have been the primary channel for athleisure purchases in India. However, online sales are rapidly growing due to factors like convenience and wider product.

Meanwhile, several Indian athleisure brands are making a name for themselves in the market. For instance, Delhi-based Alcis Sports offers high-quality, performance-oriented athleisure wear at competitive prices. Their focus on innovation and design has helped them capture a loyal customer base. Alics’ success story highlights the potential for domestic brands to thrive in the Indian athleisure market.

Opportunities and challenges

E-commerce boom: The surging popularity of e-commerce platforms, especially in Tier-II and III cities, presents a significant growth opportunity for athleisure brands to reach a wider audience.

Domestic manufacturing: India's advantage in textile procurement and manufacturing can help brands offer competitive pricing and cater to the domestic market effectively.

Counterfeit concerns: The presence of counterfeit athleisure brands, especially online, can hinder market growth and damage brand reputation.

The athleisure market in India has a lot of potential. As disposable incomes rise and health consciousness strengthens, demand for athleisure is expected to continue growing. Brands that can adapt to evolving trends cater to diverse segments, and leverage the power of e-commerce will be well-positioned to capitalize on this dynamic market.

Iconic denim brand Lee has joined hands with renowned couturier Suneet Varma and Ace Turtle, Lee’s exclusive licensee in India, to launch a new collection titled, ‘Denim Beyond Definition.’

Departing from the brand’s conventional styles in India, the collection reinvents the classic denim by infusing elements of Indian couture in it. The collection offers denim corsets, bell-bottom jeans, dresses and maxi skirts characterised by intricate embellishments, threadwork, and mirror detailing.

Reflecting Varma’s distinctive style, the collection reintroduces casual denim wear with gold foil prints, plaid patters and metallic riveting. The range pushing the boundaries of traditional denim fashion by offering a unique blend of elegance and comfort, avers Varma

Through innovative collections like these Lee aims to cater to evolving preferences of Indian consumers, notes Nitin Chhabra, CEO.

Targeting a wider group of audience, the collection is available both online and in select Lee stores across India.

Italian fashion brand United Colors of Benetton (UCB) has unveiled its largest store in Vijaywada, Andhra Pradesh. Spanning 3,000 sq ft, the store is managed by KJ Fashions & Designers as the master franchisee and distributor for the brand in Andhra Pradesh, Telangana, and Kerala.

Besides showcasing the brand's signature vibrant apparel, footwear, and accessories for men, women, kids, and newborns, the store also launches Benetton's Spring-Summer 2024 collection.

Founded in 1965 by Luciano Benetton, the Benetton Group originated in the Veneto, North Italy. Venturing beyond Italy, the group launched its maiden store in Paris in 1969. Currently, it has over 600 outlets of the brand Benetton across 120 cities. These outlets sell around 150 million garments annually, as per Pentagram.com.

Having forayed into the Indian market in 1991, UCB currently operates over 400 stores across 100-plus cities across the nation.

Embracing the metaverse trend in 2022, the brand launched PlayChange, a platform accessible through the popular online gaming platform Roblox.

Fueled by a surge in fitness consciousness and a preference for comfortable, multipurpose clothing, the Indian athlesiure wear market is flourishing. Factors like remote work and accessible e-commerce have reshaped consumer choices, driving the demand for athleisure. This growth is further boosted by affordable local brands, with athleisure becoming a symbol of status.

India hosts numerous internet-first brands like HRX, Aastey, Blissclub, and Zymrat. According to industry analyses, the Indian sports apparel market was valued at $673.34 million in 2022, projected to reach $1926.10 million by 2029, growing at a CAGR of 16.2 per cent. The COVID-19 pandemic spurred a shift towards home fitness, contributing to the rise of athleisure, which blends fashion with functionality for everyday wear.

The emergence of sneaker culture and athleisure as a mainstream movement has reshaped the industry. While global giants like Nike, Puma, and Adidas dominate, there's a rising demand for affordable brands catering to Indian consumers. Indian brands like HRX focus on community engagement, fostering brand loyalty through initiatives like fitness challenges and workshops.

Direct-to-consumer brands like Blissclub tailor offerings to Indian preferences while aligning with global trends. They address diverse needs, such as offering plus-size ranges, carving unique market positions. Marketing strategies of homegrown brands emphasise online communities and engagement activities, leveraging social media to connect with consumers authentically.

An international player, Puma harnesses influencer marketing, engaging micro and nano influencers alongside celebrities. India's youthful demographic, with 50 per cent under 25 years old, drives the athleisure market. Millennials and Gen Z prioritise health and wellness, seeking trendy activewear for self-expression.

The increasing participation of women in the workforce, at 26.9 per cent in 2023, has spurred growth in women's athleisure products. Versatile options that transition from gym to work environments are in demand. Additionally, urbanisation, with over 35 per cen of the population residing in large cities, contributes to the market's dynamism. Urban dwellers lead active lifestyles and invest in fashionable athleisure, further propelling market growth.

In essence, India's athleisure market thrives on a confluence of factors, including shifting lifestyles, evolving consumer preferences, and targeted marketing strategies by both local and international brands.

Reliance Retail-owned fashion e-tailer Ajio has launched a new ethnic wear collection in partnership with Netflix.

Inspired by Sanjay Leela Bhansali’s web series ‘Heeramandi: The Diamond Bazaar,’ the limited-edition collection includes shararas, kurta suit sets, lehengas and saris. It also includes official recreations of select outfits worn by the actors in the series. The collection has been launched under ‘The House of Ethnics’ by Ajio.

Vineeth Nair, CEO, Ajio says, the collection explores themes rooted in Indian culture, tradition and heritage. Its launch under the ‘House of Ethnics’ enables customers to access desirable fashion to create the Bollywood-inspired look.’

Shilpa Singh, Senior Director-Marketing Partnerships APAC, Netflix, adds, the collection offers fans an incredible opportunity to own the exquisite designs worn by the leading ladies in the show.

Priced between Rs 4,000 ($50) to Rs 1.5 lakh, the collection is available for purchase exclusively on Ajio’s e-commerce platform.

Physical stores/markets have once again become the preferred choice for apparel buyers in India who had switched to online shopping during the pandemic, as per a report by community platform LocalCircles.

Titled, ‘How India Buys Apparels, the report reveals, around 47 per cent of consumers continue to shop for clothes in either a mall or store, as they prefer to try these by purchasing. Around 40 per cent of consumers prefer to balance their in-store purchases with online purchases while 4 per cent consumers primarily purchase them online and 9 per cent consumers get them custom made from our local tailor.

Online apparel buying in India is likely to stagnate in the next few years unless retailers continue offering higher discounts, says Sachin Taparia, Founder, LocalCircles.

According to the report, access to digital devices and the internet has enabled the masses to experience online shopping irrespective of whether they live in urban or rural areas. This has boosted the personalised shopping experience of the customer. However, as compared to the overall apparel sales, online sales continue to be in the range of high single-digit percentage.

Customers generally opt for online shopping for the repeat purchases of branded apparels as the fit and quality are already known. However, they prefer to make their first purchases in store.
Though some customer prefer buying apparels online due to the discounts offered on these followed by ease of exchange and return, adds Taparia

Whether online platforms will become the preferred mode for apparel shopping in future depends on how fast these platforms can deliver and a better shopping experienced provided by them, adds the report.

Available at its flagship stores across India, the Beach Capsule Collection 2024 by luxury accessories brand Jimmy Choo offers selected resort style handbags and footwear in a mix of vibrant hues and neutral tone. The collection reimagines the classic basket bag with a bold logo and boxy shape in colors including royal blue, magenta, and neutral.

Other accessories available in the collection include espadrilles with pops of red, chain strap woven bags, and retro style, geometric print clutch bags.

Jimmy Choo has five flagship stores located across Mumbai, Delhi, Kolkata, and Bengaluru. The brand has steadily expanded its brick-and-mortar presence in the country since opening of its first India store in Mumbai in 2007.

Established in 1996, Jimmy Choo is a part of the Capri Holdings global fashion luxury group which is publicly listed on the New York Stock Exchange under the ticker CPRI. The brand is currently led by Hannah Colman, CEO and Sandra Choi, Creative Director.

French luxury brands Chanel and Dior plan to enter the Noida market with new stores in the New Delhi suburb.

Currently operating a pop-up store in DLF’s Mall of India in Noida, Chanel plans to open a full-fledged 700 sq ft store in the Noida Mall in the next three months, reveals Pushpa Bector, Senior Executive Director and Business Head, DLF Retail, the shopping centre unit of New Delhi-based real estate giant DLF Ltd. The Noida mall will also open a store for the brand Dior in the shopping center.

Also operating two boutiques in other DLF properties of Chanakya and Promenade, luxury brand Chanel retails fashion, jewelry, watches, eyewear and beauty products among other expensive items from its stores. The brand is expanding its operations in India. In January this year, it introduced its newest fragrance and beauty boutique in the Phoenix Palladium Mall. Chanel also operates fragrance and beauty stores in two of New Delhi’s prominent malls–Select Citywalk Mall in Saket and DLF Promenade Mall in Vasant Kunj.

One of India’s largest malls, the DLF Mall of India is home to more than 400 Indian and global brands and more than six dozen kiosks. The two million sq. ft. mall is divided into five zones spread over seven floors of shopping, food and entertainment. The ground floor of the mall – dubbed International Boulevard—is home to swish brands including Zara, H&M, Uniqlo, Marks & Spencer, Starbucks, Sephora, Armani Exchange, Calvin Klien, Nike, Under Armour, Pret A Manger, Tommy Hilfiger and dozens of global brands. The International Boulevard is where both Chanel and Dior are set to open their outlets.

India's retail sector is witnessing a boom, with international brands making a beeline and setting up shop in 2024. This influx is driven by the country's growing young population, rising disposable incomes, and a booming e-commerce market.
The India lure
Burgeoning consumer base is major attraction, as India boasts of a young and growing population with rising disposable incomes, making it a lucrative market for global brands facing saturation in developed economies.
Moreover, the evolving retail landscape with e-commerce thriving, offering brands new avenues to reach customers beyond traditional brick-and-mortar stores. And what is attracting them more are the strategic partnerships they are forging as many international brands are entering through partnerships with established Indian retail giants like Reliance Industries and Aditya Birla Group, leveraging their local expertise and distribution networks.
Brand looking for India foray
Several big names are either confirmed or rumored to be entering the Indian market. These encompass fashion and lifestyle segment.
Fashion: The apparel sector is seeing a flurry of activity. Spanish fast-fashion giants Pull&Bear and Bershka from Inditex Group known for their brand Zara in India, are expected to arrive, along with French luxury brands Sandro and Maje. British online retailer Asos is in talks with Reliance Brands for a potential entry. American casualwear brand Old Navy is another name generating buzz. Footwear giant Foot Locker is also eyeing the Indian market, catering to the growing demand for athletic and trendy shoes.
Lifestyle: Department store giant Galeries Lafayette from France is partnering Aditya Birla Fashion and Retail Limited (ABFRL) to set up luxury retail destinations. Food and beverage are also heating up, with Jamba Juice from the US and Giorgio Armani Caffe setting their sights on Indian consumers.
Many brands are also looking at established Indian players for a smoother entry. Reliance and ABFRL are at the forefront, partnering with international brands like Asos and Galeries Lafayette respectively. This not only reduces logistical hurdles but also leverages local expertise. ABFRL partnered Shoppers Stop to bring French luxury brand Maison Margiela to India. This collaboration leverages expertise in both retail and luxury brand management.
Segmentation strategies
The incoming brands cater to various segments. In luxury segment Maison Margiela's recent Mumbai store opening exemplifies the growing interest in the luxury segment. Giorgio Armani Caffe falls into this category as well. In premium segment are brands like, Sandro, Maje, and potentially Asos offer premium clothing and accessories. While Pull&Bear, Bershka, Old Navy, and Foot Locker cater to the mid-range and value segments.
However, for success these brands entering India are likely to adopt various strategies:
Localization: Many brands will adapt their product offerings and marketing campaigns to suit Indian tastes and preferences. They might introduce culturally relevant designs and price points more accessible to the local market.
Omnichannel approach: Brands are expected to leverage both online and offline channels to reach a wider audience. Establishing a strong online presence alongside physical stores will be crucial.
Look beyond metros: India's smaller cities are witnessing a rise in disposable incomes. Brands might explore expansion into these areas to tap into this growing consumer base.
The influx of global brands in 2024 signifies India's growing importance in the global retail landscape. As these brands adapt and collaborate with local players, Indian consumers will benefit from a wider variety of products, increased competition, and potentially improved customer service. This will further shape the Indian retail sector into a vibrant and dynamic space.