THE RISE OF ATHLEISURE LOUNGEWEAR!
Out of the many changes that followed the pandemic, one of them included the shift from meetings in office suits to casual fits. The pandemic has eased women's workwear rules by 76.4 percent as businesses have embraced hybrid work practices.
This evidently shows the increasing demand for athleisure loungewear!
This clothing category is gaining global popularity, and renowned international brands such as Nike, Puma, and Adidas are striving to establish their presence in this thriving market.
What Is Athleisure VS Loungewear?
Athleisure is casual sportswear worn for everyday activities. It's essential to know what athleisure wear actually means. The overlap between athleisure and loungewear is a never-ending loop. Even though both are pre-loved by customers, it's critical to note that athleisure differs from loungewear.
Both athleisure and loungewear are designed with comfort in mind, athleisure wear includes stretchy, breathable pieces whereas loungewear is primarily intended for indoor comfort. Hence, athleisure can be regarded as a type of loungewear.
History of Athleisure Wear
Comfort wear never a priority earlier. However, designers Coco McCardell and Bonnie Cashin played a crucial role in the shift from French Couture to a more relaxed and casual approach to clothing styles. They introduced comfortable and soft woolen textiles that were easy-to-wear.
Today, be it grocery visits, quick yoga sessions, or running household errands, we all lean towards soft, breathable clothing that feels like our second skin. This gradually leads to a universe of athleisure clothing, which strikes the perfect balance of comfort and sportiness suitable for both indoor and outdoor activities.
Brands like Lululemon and Alo Yoga have understood this demand and tailored their branding accordingly. They have even ventured into connected services like online yoga and fitness classes as a value addition, which helps them drive deeper into the customer's mindset to create and identify and take advantage of the emerging value-inclusive shoppers.
India's athleisure market still hasn't reached its fullest potential. It's a growing industry that new and emerging brands can tap into. Owing to cost-effective manufacturing and industry advantages, India enables accessible athleisure.
As e-commerce grows daily, the youth population booms, sports and fitness activities surge, and the call for healthier living grows, India isn't far from becoming a billion-dollar market in this industry.
The Indian athleisure market is expected to grow to 622 billion rupees by the financial year 2025. Hence, now is the ideal moment for brands to deep dive into this cutting-edge market.
Brands like Syrve, Stretchery, Mui Kai, and Proyog are among the prominent sustainable Indian brands that have already made a mark in the athleisure market. Additionally, established names like Pantaloons, Clovia, and Liberty have also ventured into this segment.
We all know comfort wear is here to stay. It's a great chance for existing brands to grow and for new ones to start, boosting brand recognition and revenue after COVID-19.