ATHLEISURE: SALES SOAR AS WORKWEAR BECOMES MORE COMFORT ORIENTED
Business Of Fashion|September 2020
The COVID-19 pandemic has propelled the demand of athleisure throughout the globe. We take a look at the dynamics and the opportunities that the segment holds in the Indian market.
Shivam Gautom

Just like loungewear, another fashion category that has registered huge demand in the wake of the pandemic-infused lockdown is athleisure. Being stuck at home for weeks on end, consumers are responding by stocking up on yoga pants, joggers, hoodies and sneakers.

“It is one the very few categories in apparel that is fast selling even in the pandemic. With consumers not stepping out for formal gatherings and being confined to their homes, the demand for comfortable yet stylish apparel that can be worn in the comfort of our homes has increased rapidly, leading to athleisure gaining its ground post the lockdown,” states a spokesperson from Jack & Jones.

The growing penchant for athleisure is not new. The global fashion industry has been witnessing a steady rise in the segment since the last decade. In 2019 the global athleisure market was estimated at US$163.7 million by Allied Market Research. But the pandemic has accelerated the adoption of this trend by manifolds.

Wrogn, a leading retailer from the athleisure segment says that in the past two months, athleisure has been amongst the fastest-growing categories in the fashion space. According to the company, while the trajectory was at 10 percent - 20 percent in the past, the industry on an average is experiencing a growth of 50-75 percent at the moment.

“The pandemic has definitely made this category more relevant and it has quickly found acceptance across the target group. The lockdown restricted the movement and thus a change in the consumer to opt for comfort-wear was an obvious choice. The relevance of the category from comfort and functionality, along with the counter-culture globally, has ensured that it is pertinent to the youth,” states Nishant Poddar, Chief Marketing Officer, Wrogn.

Growth Drivers

Athleisure is all about comfort. These are clothes that can be worn anywhere and anytime and thus, they became a perfect fit for consumers who were confined to their homes because of the pandemic.

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