“With more people heading towards fitness centres, gym-appropriate clothes are gaining popularity,” says Sanjay Dawar, Director, Bodycare Creations. To leverage this potential, the brand recently launched a new athleisure range that offers everything from track pants to capries, pajamas, tees to shorts. Another leading brand, Dollar Industries launched two new athleisure ranges: Big Boss and Force NXT. “These are designed with the perfect combination of agility and cool design. They cater to the generation next and include active wear for kids,” states Vinod Kumar Gupta, Managing Director of the brand.
Meanwhile, Brand Macho Hint’s new casual wear collection comprises tracks, joggers, shorts and bermudas. “We also plan to launch a new collection of innerwear (gym vests & muscle tees, briefs, boxers & trunks) catering to the mid premium category,” adds Sandeep Sakseria, Director, Macho Hint.
Fabric and style innovations
Athleisure brands in India constantly invest in new fabrics, designs and styles. A prime example of this is Macho Hint which offers effortless style through its bold and progressive designs. The brand’s collections are imbued with a wide range of fabrics like cotton, blends, modal, pima & spandex. “They boast of various functional features such as moisture management system, ultra-softness, flexi stretch & quick dry, which enable them to leave an indelible mark in the age of fashion,” Seksaria observes.
Offering a wide range of new designs, styles and cuts, Dollar always stays a step ahead of competitors. Its new athleisure collection introduces cuffs in its track pants which gives them a more agile look. “We have used a combination of high combination of high grade combed cotton and elastane with various color options such as brown, olive, mélange and some darker shades like black, blue, etc in this collection. This makes it trendier than any other in its class,” adds Gupta.
Dollar has also introduced various types of prints such as solid, dot, stripes, etc besides adding an embroidered logo in its range for more comfort and style. “We have always been keen towards quality and are committed to give our customers the ultimate comfort,” affirms Gupta.
Athleisure brands are also adopting innovative fabrics in their collection. For instance, Dollar uses different combination of fabrics and linen for its athleisure collection. “Our key fabrics include single jersey, fleece, terry, Lycra, single jersey with Lycra and more,” adds Gupta. The collection of Bodycare Creation is a mix of cotton spandex, cotton polyester and 100 per cent polyester fabrics.
The right time to invest
It is important for brands to study the trends in this segment before finalising their range. “This enables us to design our range to offer the best quality at a compelling price,” adds Dawar Claiming his brand’s sourcing strategies to be the best in the segment, he proudly claims, “a customer buying a Bodyactive product need not worry about the quality and comfort of the product.”
Expected to continue growing at CAGR 12 per cent, athleisure sales in India is expected to touch approximately Rs 54,000 crore by 2020. The limited number of prominent players in the segment offers immense scope for growth as Dawar states, “It is the right time to explore this segment now.”