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Many brands are manufacturing smarter garments in a bid to provide the ultimate in comfort and utility for patrons at affordable prices. Take for example Van Heusen. Features like odour shield, swift dry, high stretch, media pockets, sound immersion docks and mesh ventilation a core part of Van Heusen performance line. High stretch helps in not restricting movements no matter how one stretches. Anti odour finish helps in preventing the stink that sweat generates and swift dry helps in faster moisture wicking from the body.Jiggy George, Founding Partner and Managing Director, Mojostar explains that a sportswear is performance oriented. It offers technical functionality to help improve performance. Activewear, on the other hand is designed for people with active lifestyles, there is functionality, but it also offers comfort and styling, such that consumers can wear it not only for fitness and exercise regimes, but also as casual wear.Shankar Chowdhury says, “Organised Activewear is expected to be at Rs. 8,000 crore by 2020, this category is the next growing segment in apparel, with a large number of Indian consumers getting aware and conscious about fitness and wellness. It is expected to grow at a CAGR of 18 percent.”

At present, the online sales are appreciating at a great speed with alternative options of payments and easier movement of inventory. People have started trusting online sales and have greater confidence in purchasing through payment gateways. Online retailers are collaborating with brands to have greater visibility and brand diversity across channels of distribution. E-commerce players who have made activewear as a separate category are seeing between 20 to 70 percent growth in this segment. For example, Amazon India set up a dedicated activewear store and collaborated with global and Indian brands selling activewear.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 too

Nitin Mohan, Co-founder Director at Blackberrys?said, “We are committed to developing a ownership and entrepreneurial brand culture at employee level as it’s pivotal for the company in achieving its long-term objectives. As part of the accelerated growth plan, Blackberrys is focusing its HR initiatives on talent development and performance management.? The company plans to launch its new office very soon in Gurgaon, reflecting the collaborative work culture and with a young & fresh look and feel.”With the 200th store launch coming just ahead of Christmas and New Year, V-Mart has planned a grand celebration campaign at select locations, starting with Kannauj and Mughalsarai, to bolster the festive?spirit among its customers. At both the locations, the company is organizing a ‘Mela’ in large open fairgrounds, inviting the general public to enjoy an eclectic mix of food, fun and entertainment.“We plan to invest about Rs 100 crore to add 80 new stores by financial year 2020-21. In the next phase of expansion we will focus on North East. We are also looking at clocking turnover of Rs 1,100 crore in two years time,”?J P Shukla, Founder & CEO of 1-India Family Mart, told PTI.

The design is crafted to meet the modern-day sensibilities of contemporary dandy men. Fire-breathing dragons, fantastic beasts, regal eagles, all the mythical creatures and several other esoteric designs can now be realized on the emblematic Berluti Venezia leather from shoes and handbags to belts and other small leather goods.Within this category, a popular sub-category has emerged – yoga wear. Yoga clothes have transcended the realm of traditional exercise and is now a rising fashion fad in the active wear/athleisure segment. Influencers and A-listers are often seen sporting yoga wear on a daily basis thus adding to the growing popularity of this category.There are over 300 million yoga practitioners in the world who collectively spend billions of dollars on yoga wear and accessories. In the US alone as per a 2016 report, over $27 billion are spent on yoga products annually. In India yoga as a consumer market is still in a nascent stage. However, people today are far more conscious about fitness that ever before.
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