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New trend sets in fashion industry

Aug 12, 2021
New trend sets in fashion industry

New Delhi

The current trend in fashion is that comfortable, casual-aesthetic clothing is becoming popular. The modern consumer has also become more health conscious, and wants to look after their wellness with athleisure.

Guess, which relaunched its retail presence at the DLF Mall of India in Delhi-NCR, says the store is inspired by the rapidly evolving style preferences and buying habits of the new-age consumer, which has led to launch the Athleisure collection. It had zero penetration in the pre-covid era, but now this category represents 7% of their apparel sales. The figures show that consumers are choosing comfort-driven apparels with a considerable shift towards fitness.

Manoj Kumar Nair, CEO, Gaurik Lifestyle says that the athleisure collection addresses the same shift in trend and that Guess’ Athleisure Collection will be the bridge between comfort and style.

He also said that, as per a Unicommerce Report, the online fashion industry has grown 51% in this financial year and accessories are coming in as the favourites of the new age consumer.

Nair said that at Guess, they are transforming the production processes to be more sustainable, environment friendly, recycling plastic waste to create yarn, using organic cotton for the denims, introducing the Indigo Flow Process which reduces the water consumption for washes by 70%, increasing the dye penetration, and reducing the use of chemicals massively.

The market sentiments post-pandemic has been quite buoyant in terms of retail. The consumer demand has continued to improve after the second wave.


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