“The market should grow as fitness fad is taking over to find that sweet spot in fashion and fitness,” says Sunishka Goenka, Creative Director and Founder of athleisurewear brand Myriad Activewear. The brand recently launched a new collection inspired by utility wear and lightweight wear for faster movement and pace. “This collection, comprising interchangeable separates, uses hints of neon, athletic stripes and holographic metallic printed crops paired with sports style wide leg pants,” Goenka explains.
Neon shades illuminate dull surfaces, textures
he brand illuminates dull surfaces and textures in this collection byshedding bright light using neon shades which cause a sense of alertness within design and function. “Serving multiple purposes, the collection is thoughtfully designed to enable flexible movements besides complementing the airport look. It is an eclectic mix of urban quirk, fitness zen and comfortable everyday wear,” adds Goenka.
According to Goenka, the Indian market is maturing to adopt new athleisure trends. Athleisure has become a must have in a customer’s wardrobe with increasing health awareness and travel. Similarly activewear, loungewear and sportswear, which emphasise functionality are also diversifying.
The fastest growing segment across the fashion space, athleisure is growing at 20 to 25 per cent annually, he points out. “We will see a bull run in sportswear and activewear market as non-sport brands are targeting this niche segment, creating an opportunity for expansion,” Goenka opines.
Brands need to focus on innovations
However, she feels it would be difficult for brands using performance fabrics to make a mark as it is captured by high-street brands who use attractive but cheaper alternatives. She advises brands to give the segment some time to establish itself as a steady independent division. “International brands like Fila, Nike, Adidas, who are boosting awareness about healthy lifestyle are driving the market for activewear and sportswear in India.” However, emerging local brands, are challenging their supremacy through design and production. “To surpass this obstacle, brands need to focus on innovations,” Goenka feels.
Targeting young consumers
Being a millennial-driven trend, athleisure is growing at a phenomenal rate both in metros and Tier II and III cities. The segment is targeted mostly by millennials in the age 20 to 40 years. “These customers are well aware of their purchases and are ethical in their spending. They invest in products that bring them value for money and quality,”notes Goenka. The organised market has as the new tax regimes are helping the government to create a level playing field.
Targetting a specific market, Myriad Activewear is expanding its portfolio of men’s and kids activewear. “Our aim is to be recognised in all fields in order to set up a flagship store. We are also exploring new markets such as Tier II and III cities like Ludhiana, Hyderabad and Kolkata,” states Goenka.
Myriad Activewear is also working on category expansions as it aims to provide a lifestyle experience. “We are researching on yoga mats, accessories etc, as we aim to delve into different product categories to create a unique brand imagery,” she sums up.