LINGERIE BRANDS BRANCH OUT INTO LOUNGEWEAR & ACTIVEWEAR CATEGORIES
Business Of Fashion|September 2020
Two basic factors that a customer looks for when buying a high-quality lingerie product is that it should be comfortable and should fit like a second skin. Activewear and loungewear are two categories that require the same level of comfort and quality. Keeping these similarities in mind, many an intimate wear brand is branching out into the activewear and loungewear categories…
Charu Lamba

During the pandemic, when people have been faced with extraordinary circumstances and are working from home, a lot of customers have felt the need for good quality loungewear sets. Keeping healthy and exercising at home also requires a functional wardrobe.

Two basic factors that a customer looks for when buying a high-quality lingerie product is that it should be comfortable and should fit like a second skin. Activewear and loungewear are two categories that require the same level of comfort and quality. Keeping these similarities in mind, many an intimate wear brand is branching out into the activewear and loungewear categories.

“We understand the kind of comfort that women are always looking for since we are in the business of lingerie which is like a second skin, and hence we understand the category and the need well. Catering loungewear to our audience is therefore not very challenging because it complements intimate wear. Since ‘stay at home’ is the new ‘going out’, loungewear is growing extremely well, and hence a good extension to tap into,” says Richa V Kalra, Co-founder, Candyskin.

Impact of Pandemic on Sale of Activewear/ Loungewear

There is an increased focus on health and wellness with consumers seeking to ensure that they include some form of exercise in their daily routines to stay fit and healthy while they are cooped at home. This has led to a demand for activewear.

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