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In order to get a hang of the current dynamics of the yoga wear market and the prevailing trends in India, IMAGES Business of Fashion caught up with Malika Baruah, renowned Yogini and Founder of Proyog, a yoga wear brand born out of the Indian desire to preserve the principles of yoga. Excerpts from the interview…While it’s true that a lot of men are now adopting yoga as a form of exercise, the market is still predominantly a women’s market. The market for kids yoga’ wear is pretty nascent at the moment and will probably take a few more years to come into its own.Many brands are manufacturing smarter garments in a bid to provide the ultimate in comfort and utility for patrons at affordable prices. Take for example Van Heusen. Features like odour shield, swift dry, high stretch, media pockets, sound immersion docks and mesh ventilation a core part of Van Heusen performance line. High stretch helps in not restricting movements no matter how one stretches. Anti odour finish helps in preventing the stink that sweat generates and swift dry helps in faster moisture wicking from the body.
At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.Shankar Chowdhury says, “Organised Activewear is expected to be at Rs. 8,000 crore by 2020, this category is the next growing segment in apparel, with a large number of Indian consumers getting aware and conscious about fitness and wellness. It is expected to grow at a CAGR of 18 percent.”At present, the online sales are appreciating at a great speed with alternative options of payments and easier movement of inventory. People have started trusting online sales and have greater confidence in purchasing through payment gateways. Online retailers are collaborating with brands to have greater visibility and brand diversity across channels of distribution. E-commerce players who have made activewear as a separate category are seeing between 20 to 70 percent growth in this segment. For example, Amazon India set up a dedicated activewear store and collaborated with global and Indian brands selling activewear.
This segment will be seen making its way to both fashion and function, as a result the opportunities for growth will be multiplied. With the increasing awareness in health and wellness, brands will continue to focus on performance and adopt seasonal trends.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentiment. With the overwhelming response that it received, the brand is now looking at beefing up the distribution of its footwear collection in 500+ locations comprising Multi Brand outlets (MBOs), its stand-alone stores and its existing network of retailers in the coming year.With pricing that is perfectly suited to any urban Indian’s pockets, Ancestry’s unique collection of dresses, tops, and tunics are created completely using natural fabrics, thereby offering an unmatched quality and fashion sensibilities in that price range. This is one of the key reasons why the brand’s products have nearly flown off the shelves at its current stores in Delhi and Mumbai.
V-Mart, the world’s best performing department store chain in?2018 as per data compiled by Bloomberg, launched its 200th store in Mughalsarai, Uttar Pradesh. With this landmark achievement, the company has opened a total of 29 new stores in the current fiscal year so far.The 200th store is a key milestone for V-Mart, more so, because the brand added the last 100 stores inTowards diversification of textiles exports, 12 markets in Vietnam, Indonesia, South Korea, Australia, Egypt, turkey, Saudi Arabia, Russia, Brazil, Chile, Columbia and Peru have been identified.One of the world’s most iconic luxury footwear brands,?Berluti, hosted an exclusive evening to showcase new styles to guests and present their signature technique of footwear tattoo artistry by?Elena Lodiat?Soho House, Juhu. Firmly grounded in bespoke know-how, Berluti took its technical skills and creative flair a notch higher by transforming the rules of style with tattooing.With this exclusive service, Berluti brings an even more bespoke look to an already-unique shoe
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