Riding the fitness fad

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