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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.Under apparel, sports bras, tank tops and tights are the bestsellers in the women’s category and tracks and shorts top the men’s category. Then there are a range of accessories like blocks, straps and yoga mats leading the category.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

“Having understood the concept of Activewear as a lifestyle trend, technical fabrics play an important role as they enable one to easily adapt to different environmental settings, making it cross functional and long wearing,” says Sunishka Goenka, Creative Director, Myraid Activewear. “The textile industry is drastically shifting to futuristic fabrics which are not only functional but also focus on longevity and usability. Hence, Activewear brands have an upper-hand because their products are designed to perform, resist and sustain. Also, consumers have become more conscious and sustainable in their approach to invest in brands that offer products with longer shelf life.”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.”

Sunishka Goenka also states that customers are looking at outfits that are designed for comfort as well as transitional wear with an aesthetic appeal as Indian consumers are perceived to be price value conscious and price sensitive. For instance, the market demands more than just basic to enable to move from Mat-to-Meetings. Activewear trends are being integrated steeply even in the cooperate world, like athleisure joggers and sports bras are teamed with formal blazers which sums up a look from Office-to-Crossfit.Indian denim brand Mufti has announced its expansion into the footwear category with a multi-fold strategy including the launch of its latest Autumn Winter footwear collection. Over the past two decades, Mufti has redefined the stereotypes of mainstream fashion and now is extending the same ethos in bringing an alternative choice in footwear which is fashionable yet comfortable. The company’s expansion into the footwear segment is a result of the company’s in-depth research highlighting the rising demand for trendy footwear in the casual segment for men.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentimentThe newest brand from Future Style Lab, Ancestry, which launched its maiden store in the capital city in May, has recently opened its first store in Kolkata, South City Mall. The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too.The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too

American retail giant Walmart-owned leading e-commerce player Flipkart Group includes online fashion portals Myntra and Jabong.Snehal Shah, SVP, Projects and Marketing, said, “V-Mart has always endeavored to createlasting value?and moments of happiness for its customers. These celebrations are a small way of saying thanks to our?customers who have made this milestone possible.”“We plan to invest about Rs 100 crore to add 80 new stores by financial year 2020-21. In the next phase of expansion we will focus on North East. We are also looking at clocking turnover of Rs 1,100 crore in two years time,”?J P Shukla, Founder & CEO of 1-India Family Mart, told PTI.
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