ABFRL rides the athleisure wave in India

Athleisure is a modern hybrid clothing category that blends athletic wear with casual, everyday styles. It has gained significant popularity in recent years. As the world shifted to remote work during, and after, the pandemic, many consumers welcomed the comfort and versatility offered by this segment.

Adapting to the new normal: Indian consumers embrace athleisure wear

In India, athleisure is estimated to be a USD 6.8 billion market segment, and is projected to grow at a CAGR of over 10% in the next five years.

With buyers spending most of their time indoors in Covid-hit 2020, the Indian apparel market shrank by 27%. Although the market has since recovered, buying preferences have changed, driven by two main factors: a rise in the number of people working from home, and greater awareness about health and fitness. As a result, a large chunk of consumers shifted towards versatile and comfortable athleisure wear like yoga pants, track suits, joggers, T-shirts, and sneakers.

This jump in demand is also seen in the athleisure portfolio of Aditya Birla Fashion and Retail Limited (ABFRL), the fashion powerhouse of Aditya Birla Group. ABFRL entered the athleisure and innerwear segment in 2016.

Beginning with Van Heusen Innerwear, the company's innerwear and athleisure business has continued to expand its network, with a presence in 159 exclusive stores and nearly 31,000 trade outlets as of the second quarter of FY2022-23.

Many consumers now prefer to buy these products from the comfort of their homes, with the company's athleisure and innerwear segment witnessing a surge of 60% (YoY) in ecommerce sales in Q3 of FY2022-23. ABFRL's strong growth in this segment indicates a high consumer appetite for athleisure.

Staying ahead in India's athleisure market

As one of the country's leading fashion companies, ABFRL is leveraging the momentum in the athleisure segment by growing its scale and reach.

ABFRL is also investing in improving the sales experience for its distributors and end-consumers by building its online presence and optimising its supply chain. Its ecommerce platform, Van Heusen Intimates, caters exclusively to women’s lingerie, lounge wear, athleisure, and activewear needs.

Van Heusen Innerwear's comprehensive collection combines stylish aesthetics with cutting-edge product features, offering best-in-class comfort and fit. Committed to its consumer-centric approach, the brand delivers numerous innovations for both men and women, with each collection providing distinct choices to various consumer segments.

With a seamless online and offline interface, and an expanding network of exclusive brand outlets, ABFRL's thleisure business has created a best-in-class omnichannel experience for buyers.

ABFRL's rising popularity and continued investments in athleisure, reflect its ambition to become a leader in this segment.

With the athleisure market poised for significant growth, ABFRL is well-prepared to serve and delight shoppers through its omnichannel strategy and unwavering commitment to delivering the highest standards of quality and style.