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.
Source: CANINDIA.com
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