Athleisure bridges the gap between functional activewear, and fashionable clothes made to fit well and be comfortable. The global athleisure market size was valued at USD 306.62 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 8.9% from 2022 to 2030, according to a report by Grand View Research. Factors that are driving the growth of athleisure market include rising number of gyms and fitness centers, and as consumers are becoming more conscious of health and well-being, it is one of those product areas that will continue to become part of the consumers’ wardrobe. The rapid penetration of e-commerce in the region is providing growth opportunities for athleisure manufacturers as it helps them to cater to a larger customer base. Furthermore, the growing influence of lifestyle blogs and celebrity endorsements in marketing athleisure items to a broader customer base favors the growth of the market.

The brands that have been most successful in leveraging the athleisure trend and building their sales are those that can display their products to multiple audiences. A lot of marketing comes down to the in-store and online experience; how to present the items. Companies focused on expanding their athletic-based apparel lines and building on e-commerce capabilities are expected to witness growth in the upcoming years. Efforts to accelerate deliveries through investments in supply chain and order fulfillment avenues are likely to provide an edge in the market.

Given a more competitive landscape, winning sporting goods brands over the coming year will need to find ways to outperform fashion brands in the growing athleisure segment. A key advantage general fashion brands have over sporting goods players are their shorter development cycles, allowing them to respond more quickly to consumer trends. However, sporting goods players are well-positioned to innovate in design and materials and strike the right balance between usability and comfort.

Living a sporty and healthy life has become more than just a fashion trend: it is a state of mind. Implementing a casual but aesthetic sense of style will therefore always be popular. Fashion brands who act on this established lifestyle, maximize their market opportunities.

–Sadaf Anjum

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Today, the environmental cost of their production and supply chain process is at the top of the mind of every fashion brand. With consumers being more aware everyday of the ill-effects of fashion that is not sustainable, they are fast looking to adopt green alternatives and contribute their bit to making the planet more liveable. Nowadays customers are getting informed and they

need to be convinced to the best of their understanding that right from the ethical sourcing of raw materials and improving the livelihood of the craftsmen & workers to a more eco-friendly supply chain and the reuse of garments, everything is as sustainable as it can get. With the massive penetration of the internet across all tiers, the need for sustainable fashion is gradually trickling down from Tier-I markets to Tier-II and III as well which, though still aspirational,

are increasingly purchasing from eco-conscious brands. Anurag Singh Khangarot, Founder, Aachho, says that taking into consideration these goals, there are around six areas that the fashion industry as a whole must consider towards sustainability.

These are:

1. Utilizing eco-friendly fibres and cloth materials that have better recycling alternatives and pollution-free end-of-life disposal
2. Manufacturing innovation which is needed to reduce the environmental impact of creating and processing raw materials, prints, garments, etc.
3. Fair wages and conducive working conditions for workers to promote social equality and growth
4. Enhanced lifetime value and use of fashion to combat the issue of fast-fashion by preservation and optimisation of hand-made techniques to enhance the quality as well as the value-quotient of garments
5. Optimised end-of-cycle through recycling and upcycling so that they do not end up in landfills
6. Efficient and eco-friendly supply chains and logistics through local product sourcing, using energy-efficient transportation, etc.

As an ethnic fashion brand in India, Aachho, too, is taking considerable steps to integrate sustainability. It refrains from using synthetic fibres to create its collections and places high importance on up-cycling all the leftover or extra fabric, creating them into accessories such as bags, diaries, etc.

India, being so massively populated, it is imminent that people are aware of how climate change is affecting their lives on a daily basis. Sustainability is clearly a growing area of focus regardless of the industry, and companies ought to become more sustainability inclined.Shaan Shah, Chief Executive Officer, Freakins highlighted here, “With an increasing number of people becoming conscious, brands in India are choosing to use sustainability as an integral part of their business and outreach strategy. Fashion or textile companies have started practicing optimisation of garmenting waste and inputting that to circular models. They make beautiful garments from up-cycled fabrics which slow down industrial waste, and are not overpriced but well-liked by customers for their aesthetics and durability. Even the government has put in parameters to make sure companies are making an effort to use more sustainable processes and are also rewarding companies that pledge to be sustainable.”

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Leading-edge technological innovation, design and fabric is changing the face of innerwear in India and contributing to the immense growth of the segment. Product ranges are now focused on prioritising consumer experience customised to different lifestyle stages. Use of technology enables innerwear to be constructed with fabrics that have greater stretch, dry faster, have antimicrobial finishes and ensure protection from odour. 

Emergence of dedicated e-commerce portals just for innerwear has proven to be a game changer for consumers and the industry. The privacy, ease of browsing, customised and targeted messaging, and convenience of products reaching the consumer within a couple of days have all played a major role in making this segment blossom. The luxury of easy returns at the comfort of one’s doorstep in case of any dissatisfaction with the product is another crucial factor.

What’s next?
Exposure to premium products and international standards of quality and design have enabled consumers to seek innerwear shopping and consumption as an experiential process over just attending to basic essential needs. While e-commerce is here to stay, physical outlets will continue to grow since this always provides a more personal experience.

The emergence of eco-friendly innerwear will transform the innerwear industry. The Indian consumers are becoming more aware and environmentally conscious, and want to buy products from brands that follow ethical and sustainable practices – whether it is exploring eco-friendly fabrics, sustainable manufacturing processes, reducing the carbon footprint or cutting down waste. 

The time is ripe for innerwear brands to build a more sustainable model to contribute their share for the environment and stay ahead of the game.

Author: By Shekhar Tewari, Chief Category & Operations Officer, Modenik Lifestyle

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