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While it’s true that a lot of men are now adopting yoga as a form of exercise, the market is still predominantly a women’s market. The market for kids yoga’ wear is pretty nascent at the moment and will probably take a few more years to come into its own.“The biggest strength for an Activewear brand is its performance that consumers experience after wearing it. If the product performs with him/her. They will become a loyal customer for a long run,” explains Shankar Chowdhury, GM – Design (Athleisure & Activewear), Van Heusen.At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.
Hence, activewear serves the purpose of an active life mixed with a casual social life, it can be used for exercising and then transitioning into casual wear. Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance.Brands Just F and Prowl, promoted Mojostar focuses on Tier II and III cities in a big way. Jiggy George shares, “Just F with Jacqueline Ferenadez and Prowl with Tiger Shroff, have a massive fan following that is national and not metro centric. We are seeing this reflect in ours sales as well.”Sunishka Goenka also states that customers are looking at outfits that are designed for comfort as well as transitional wear with an aesthetic appeal as Indian consumers are perceived to be price value conscious and price sensitive. For instance, the market demands more than just basic to enable to move from Mat-to-Meetings. Activewear trends are being integrated steeply even in the cooperate world, like athleisure joggers and sports bras are teamed with formal blazers which sums up a look from Office-to-Crossfit.
Indian denim brand Mufti has announced its expansion into the footwear category with a multi-fold strategy including the launch of its latest Autumn Winter footwear collection. Over the past two decades, Mufti has redefined the stereotypes of mainstream fashion and now is extending the same ethos in bringing an alternative choice in footwear which is fashionable yet comfortable. The company’s expansion into the footwear segment is a result of the company’s in-depth research highlighting the rising demand for trendy footwear in the casual segment for men.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentimentThe newest brand from Future Style Lab, Ancestry, which launched its maiden store in the capital city in May, has recently opened its first store in Kolkata, South City Mall. The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too.The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites tooAs a result of the sale, the fashion portals saw a 700 per cent surge in sales and 120 per cent increase in online traffic over normal business days, it added.
Snehal Shah, SVP, Projects and Marketing, said, “V-Mart has always endeavored to createlasting value?and moments of happiness for its customers. These celebrations are a small way of saying thanks to our?customers who have made this milestone possible.”For the millennials, environmentalism is as big a concern as it is for all of us. ZODIAC is proud to announce that its casual wear brand Z3 Relaxed Luxury is manufactured in a completely eco–friendly process.The stylish Z3 eco-friendly range starts from Rs 2,299An exclusive Indian distribution partner of iconic global brands?Bequest Group, Managing Director, Gaganmeet Singh?said,?“Luxury is all about a bespoke experience and personalization and creating tattoos on leather is an artisanal process. We are glad to have showcased this unique technique of tattooing on the Berluti Venezia leather to our patrons in India. The activity was insightful and interactive at the same time that gave a chance to the luxury connoisseurs to get involved in the nuances of tattoo making on leather at this unique Berluti event.”
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