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As a result of the sale, the fashion portals saw a 700 per cent surge in sales and 120 per cent increase in online traffic over normal business days, it added.The?event in Kannauj, organized with complete support from the local administration, received tens of thousands of attendees enjoying music, folk performances, choreographed shows, fun rides, and?delectable street food.Nysaa Retail Pvt Ltd established its first store in?Uttar Pradesh?and operates stores in Bihar, Jharkhand, Chhattisgarh, Bengal and the North East.
Talking about the event, the only female shoemaker in the world?Olga Berluti?said, ‘’I always wanted to grace leather shoes with the markings of the skin; scars, gashes, branding, piercings. We have already mastered the color technique on the leather from bronze and brown to red and copper, and the dark blue of the Tuaregs. Only one thing was missing, the most obvious and most difficult: tattoos. I tried to tattoo shoes using every possible process, but the designs faded, the colors were lost beneath the patinas, and the tattoos had no “life” in them. However, my technique has evolved over the years and today I am using the exact same methods as tattoo artists, along with inks that work well with leather. I hope Berluti loyalists from across the world admire this new art.”In 2017, e-commerce giant Amazon revealed about the jump in sales for yoga fashion merchandise in the Indian market. The retailer has seen a growth of over 225 percent year-on-year for yoga products under sports category. According to Apparel Resources, the majority of the demand was from urban areas. Mumbai, Delhi, Bangalore and Hyderabad emerged as top four cities that ordered these products. The remaining 60 percent came from other Tier I, II and III cities, reinforcing the percolation of this demand even to smaller cities and towns.Sales in this category is growing fast amongst Indian consumers. Indian brands can benefit if they focus on performance and provide quality at par with global players. Moreover, Indian brands need to draw from our rich history of yoga, innovate consistently and work towards building an international presence.
Activewear is one a one of the fastest growing segment in the apparel market. With the growing focus on health and wellness, as well as the rising awareness of lifestyle concerns, people are getting more conscious about their fitness regimes and workout oriented lives. Hence, running marathons, hitting the gym and practicing yoga are no longer niche.Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance“For instance, if you are going for a run without wearing a sports bra you will feel the jiggle and it will make you feel conscious about how you might look, whereas if you are wearing a correct compression sports bra your breast will stay at its place, avoiding the jiggle, which will make you feel more comfortable while running resulting in improvement in performance,” she says. “So, people today are ready to spend on good Activewear for the value it provides.”Hence, activewear serves the purpose of an active life mixed with a casual social life, it can be used for exercising and then transitioning into casual wear. Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance.
Brands Just F and Prowl, promoted Mojostar focuses on Tier II and III cities in a big way. Jiggy George shares, “Just F with Jacqueline Ferenadez and Prowl with Tiger Shroff, have a massive fan following that is national and not metro centric. We are seeing this reflect in ours sales as well.”“Amongst the variety of activewear, mesh leggings, yoga pants, joggers and track pants are high on demand. Trendy, easy on skin and comfortable to wear these bottom wears can be easily teamed with tank tops or sweatshirts for both gym and a stroll through the park,” says Rishabh Oswal.“The key drivers that will outcast other categories would the influence of international fitness workouts such as bringing franchises of international gyms like Physique 57 (Barre Workout), decoding fitness futuristic fabrics that will optimise ones daily fitness routine and celebrating fitness events such as International Yoga Day. These realisations will bring a greater degree of acceptance to the market for activewear,” says Sunishka Goenka.
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