Consumer and Internet
Riding the fitness fad
04 Jan 2021
Owing to sluggish sales in the lingerie category, brands
such as Clovia, Enamor and Jockey are shifting focus to activewear and
athleisure wear. According to analysts, while consumers were buying lingerie
every three months in the pre-Covid period, the purchase cycle has now become
six months. To make up for this, Jockey introduced a range called Jockey Move
in September last year, and both Clovia and Enamor have renewed their activewear
and athleisure portfolios.
The activewear market has seen an upswing with the growing
fitness consciousness amongst consumers. Experts estimate that the market for
branded sportswear in India is valued at Rs 12,000-14,000 crore, and is growing
twice as fast as the apparel market. As the impact of the pandemic recedes,
experts predict that the activewear market would grow at 25-30% year-on-year
The full article was originally published on Financial Express