WINTER WEAR DRIVEN BY COMFORT AND WORKCATIONS

The Indian winter wear market has grown immensely this year and demand is pouring in from all corners of the country. While part of this surge in demand post COVID is a result of people going back to office, a part is also driven by those travelling to serene locations and hill stations to ‘work from home’. The growth in such workcations has led to demand for winter wear almost all year round.

- Tripti Mehta

The Indian consumer is back to shopping at pre-COVID levels and similar demand has been witnessed for winter wear, too. As people step out of their homes to go to work and some travel to different locations for their workcation, demand has increased significantly. Prabhakaran Singh, CEO Founder, Bewakoof, says that in terms of customer requirements, comfort is what everyone is looking for. “Loose-fitted and oversized clothes are a big trend shift that has come in,” he adds.

Shivam Soni, the CEO, Beyoung, also believes that there has been a significant rise in demand for winter wear post-COVID. “I believe the winter wear market in India is extremely diverse. You will need both overcoats and hoodies to handle the weather. Yes, change has occurred with a rise in demand for winter shopping after COVID. People could not shop much for sweaters and jackets when at home because their old sweaters were enough, but there is demand now,” he adds.

Echoing his opinion is Shaan Shah, CEO & Co-founder, Freakins India, who also believes that India, known for its diversity in terms of both culture and weather, has different weather patterns across the country. Winter in India lasts for a different duration in different regions, an average of three to four months. Hence, the Indian winter wear market is extremely fragmented. He says, “Up North, heavy clothing is used, whereas in the central and western region, light winter clothing would satisfy the needs and the South has pleasant weather with no need for a separate winter wardrobe.”