ACTION STATIONS: SPORTSWEAR RIDES RISING DEMAND WAVE

A demand surge than took off in 2019-20 looks set to continue as India enters a second season of pandemic-driven uncertainty, disruption and at-home fitness fixes

- Sandeep Kumar

Just as athleisure, another fashion category that has registered huge demand in the wake of pandemic-infused lockdowns, is sportswear. It is one the very few categories in apparel that was fast selling even in the pandemic. With mini lockdowns and shutdowns making a comeback in India, consumer movement will yet again be limited. As a result, demand for comfortable yet stylish apparel that can be worn in the comfort of homes is expected to rise again rapidly, leading to sportswear and athleisure gaining ground, even more, post the lockdown. Being at home for weeks on end, consumers are responding by stocking up on yoga pants, joggers, hoodies and sneakers in large numbers and varieties.

“We have seen consumers take to fitness more than ever before and it has now become a way of life for many. There has been an increase in demand for ‘Fitness and Training’ merchandise because of this. With work from home becoming the new normal, consumers are opting for easy-to-wear, comfortable clothing. Athleisure or loungewear has seen a lot more demand,” says Vidushi Thapa, Associate Director & Head, Buying and Merchandising, PUMA India. “Consumers are largely looking for apparel such as t-shirts, tracks and shorts, which are home essentials. The share of open footwear has also increased. Sportswear and athleisure are two categories that we have seen the fastest revival in.”

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