Out of the many changes that followed the pandemic, one of them included the shift from meetings in office suits to casual fits. The pandemic increased women’s athleisure sales by 5x in December 2020 while men’s athleisure sales skyrocketed by 20%.
This evidently shows the increasing demand for athleisure loungewear!
This clothing category is gaining global popularity, and renowned international brands such as Nike, Puma, and Adidas are striving to establish their presence in this market!
Athleisure v/s Loungewear
Before exploring the rise of athleisure, it's essential to know what athleisure wear actually means. The debate between athleisure and loungewear is a never-ending loop. Even though both styles are pre-loved by customers, it's critical to note that athleisure differs from loungewear.
Both athleisure and loungewear prioritize comfort. Athleisure wear excels in both outdoor and indoor settings, whereas loungewear is primarily intended for indoor comfort. Hence, athleisure can be regarded as a type of loungewear.
History of Athleisure Wear
Comfort was never a priority earlier. However, designers Claire McCardell and Bonnie Cashin played a crucial role in the shift from French Couture to a more relaxed and casual approach to clothing. Even India witnessed a shift from uncomfortable suits and sarees to comfortable everyday-wear pants and t-shirts.
Today, be it grocery visits, quick yoga sessions, or running household errands, we all lean towards soft, breathable clothing that feels like our second skin. This necessity fueled the invention of athleisure loungewear- a blend of comfort and sportiness suitable for both indoor and outdoor activities.
Brands like Lululemon and Alo Yoga have understood this demand and tailored their branding accordingly. They have even ventured into on-demand services like online yoga and fitness classes as a way to engage with their customers. Indian brands like Aastey and Satva have tapped the customer’s mindset to create eco-friendly and size-inclusive clothing.
Athleisure In India
India’s athleisure market still hasn’t reached its fullest potential. It’s a growing industry that new and emerging brands can tap into. Given its cost-effective manufacturing and financial advantages, India stands as an excellent arena for athleisure brands.
As e-commerce access rises, the youth population booms, sports and fitness activities surge, and the call for healthier living grows, India isn’t far from becoming a billion-dollar market in this industry.
The Indian athleisure market is expected to grow to 402 billion rupees by the financial year 2025. Hence, now is the ideal moment for brands to deep dive into this industry.
Brands like Satva, Stretchery, Mai Kai, and Proyog are among the prominent sustainable Indian brands that have already made a mark in the domestic market. Additionally, established names like Pantaloons, Clovia, and Lifestyle have also ventured into this segment.
We all know comfort wear is here to stay. It's a great chance for existing brands to grow and for new ones to start, boosting brand recognition and recovery after COVID!
