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The last year has brought about a huge change in not only our day to day lives but also about how we perceive fashion. In the pre-COVID world, men’s fashion was restricted to formal blazers and collared shirts and loungewear never went beyond those much-loved, lived-in items that, under no circumstances, could be worn while being productive.
Loungewear as a category has started gaining acceptance across the world only in the past decade. The young generation believes in working hard and relaxing well. They want to feel and look relaxed while they wind down and thus began demanding high-quality, affordable loungewear. The pandemic changed it all. The lockdowns and resulting work from home norms meant nearly everyone was at home 24×7. Formal wear and jeans took a backseat in the wardrobe and the demand for items suitable for working comfortably from home saw an unprecedented surge. An April 2020 report by management consultants Wazir Advisors had predicted that loungewear will be one of the first categories to recover from the economic impact of the lockdown.
Reinventing Wardrobe Classics
An intriguing way to look at loungewear is to think of it as a revamp or reinvention of current sleep and home wear. Customers are taking what they feel the most comfortable in – boxers, track pants, pyjamas, t-shirts, vests etc and are looking for means to upgrade them. Perhaps a great example of this is the resurgence of pyjamas as loungewear. Not just India, but countries worldwide have registered a huge increase in pyjama sales since last March. According to stats released by Amazon about its operations in India with a focus on Prime Day 2020, summer wear and home/ loungewear were among the most sought after in apparel.
T-shirts, boxers, vests – all your at-home basics have been reinvented. Gone are the days when customers would buy these products without a second thought. They enjoy wardrobe investment status today and it is well-deserved. The superiority of well-fitting, feel-good apparel is no longer a secret and the customers are consciously looking for comfort wear that is not run-of-the-mill.
There’s a reason why men’s loungewear was seldom seen as a style statement – men never gave much thought to what they wore at home. For the majority of men, it was something worn after work, only to remove it the next morning. The past year has changed that perception. Now loungewear is not only something just to sleep in, but is also something to attend video calls in. It is to be worn all day, every day which means it needs to be well thought through, sharp and exceptionally comfortable. Men needed something less restrictive than suits and shirts, but a great upgrade from the threadbare t-shirts and shorts. Thus, loungewear made an entry into every man’s wardrobe. Whether it is an interview, a work presentation, a business pitch or even attending a Dalgona coffee workshop, smart and stylish loungewear rules.
The annual ‘Show, Live & Look’ report by John Lewis & Partners revealed that in 2020, the sales of loungewear and leggings in the United Kingdom rose by 1,303% compared to May 2019. India saw a similar trend in the second quarter of 2020. The ‘Q4- 2020 -E-commerce Trends Report’, released by Unicommerce and Kearney reported 37% YOY volume growth in the fashion and accessories segment and attributed it to the purchase of products like comfort wear, loungewear and nightwear. With most customers staying at home and demanding an outfit that is home appropriate, fashion brands across the globe adapted to this rise by launching or introducing special loungewear ranges.
Why Premium Loungewear For Men?
The ideal blend of comfort and functionality is what makes loungewear sought after. As the demand for the category increased, so did the interest and expectations of people from it. As the lockdown restrictions start to ease, people are looking for something that can be worn indoors as well as indoors. They are looking for practical outfits without losing out on the comfort factor: zipped pockets, breathable fabric, and covered elastic waistbands that don’t roll over.
If all loungewear was made equal, men would seldom complain. The key differentiating factor here is the fabric. As more and more men are adopting the concepts of self-care and self-love, they become a major element for the rise of loungewear. Customers want low maintenance clothes which make them feel better about themselves. They are willing to step up from the customary basic cotton and embrace premium, plant-based varieties like Supima Cotton and Bamboo Cotton. Shopify’s 2021 report reaffirms this belief: 83% of young consumers(18-34) and a staggering 93% in the middle bracket (35-54) prefer to shop for sustainable and green products.
With seamless integration of loungewear in the new normal lifestyle, the category had never before garnered so much attention. It is no longer something bought for a few uses and then discarded. Customers are spending more time researching, have increased their cart values and view premium loungewear as an absolute wardrobe must-have.
The Path Ahead
The shift in consumer behaviour might have been an effect of the pandemic, but it is here to stay. A 2020 report by Technavio has projected that between 2020 and 2024, the loungewear and sleepwear market will grow by USD 19.5 billion. While the numbers are from the pre-COVID era, the current scenario is anything to go by, these numbers will surely be surpassed.
A major boost to the wide acceptance and success of loungewear is its usability. Customers love wearing these products wherever they can – long journeys, a short trip to the supermarket etc. People are no longer willing to compromise on either style or comfort as they are getting the best of both worlds in the form of loungewear. This balance will remain a priority in every customer’s preference and its impact will play a major role in redefining fashion as we know it.
DBM thus helps management address inventory management and supply chain issues proactively by identifying and highlighting problems earlier. Leading Indian companies such as Tata Westside and Liberty shoes have used DBM and reaped benefits. These include increased availability, lesser inventory, manifold increase in inventory turns, all leading to substantially higher sales.
“Last year has been a pivotal year in Shoppers Stop which makes the company embark on positive growth and results. We have made key investments in the new leadership team and are aiming for sustainable and industry leading growth in the years ahead,” Rajiv Suri, Care Associate, Managing Director and Chief Executive Officer, Shoppers Stop said.
Designing a collection for every season, the brand Rareism has released its Spring Summer 2019 collection titled Summer Tones to mark its launch. The debut collection boasts of breezy cottons, blithe linens and spirited blends that are cut and tailored masterfully into sleek silhouettes by a dynamic team of designers, technical experts and skilled seamstresses. The flowing skirts, comfortable boot-cut pants, stylish-buttoned shirts, tops and colourful scarves are designed to create the fluidity of movement for the ladies.
While cuts and details often change with present day trends, fabrics haven’t seen too much of a change – that is until now. Blends give a fabric a differentiating factor at the core level.“Fine cotton, twill, linen are the most preferred fabrics for making shirts. Apart from this, poplin and oxford fabrics are also preferred. Eco-friendly recycled fabrics will be used in the near future too,” says Amit Dhelia, Proprietor, Courtyard.
Myntra’s franchisee has launched a new store for Roadster – one of the most popular and leading outdoor lifestyle brands in the country. Called ‘Roadster Go’, the offline store is located at Vega City Mall in Bengaluru and inherits the legacy of brand Roadster’s hi-tech fashion omni channel experience, which is the first of its kind in the country.
According to the spokesperson of Rupa & Co., the company which offers loungewear solution through its brand, Bumchums, the sleepwear and loungewear category is growing rapidly across Tier I, II and smaller markets. “Consumers are increasingly exploring this category, driven by greater lifestyle consciousness and aspirations,” says the spokesperson.
hummel invited Bollywood heartthrob Kartik Aaryan, also the brand ambassador to launch the store in Bengaluru. The store, spread over sprawling 1,700 sq.ft. Area, has a double storey design, which allows the customers to experience the versatility of hummel’s style offerings.
Bansal says, “We have always believed in doing what is right when it comes to sustainable production. It helps to take a very long term view when investing into cleaner production practices. Things might look expensive in shorter term, but it pays off in medium and longer term. Certain measures like water savings and renewable energy have started to make financial sense now. However, certain measures like recycling or organic might still be more expensive and requires a gradual shift.”
Industry sentinels attribute this bolstered growth to the proliferation of e-commerce. “Social media and the e-commerce revolution have equated the divide between a metro woman and Tier II markets. The knowledge and accessibility to products are available to both equally now. With this new wave the highest growth is coming from these markets,” states Smita Murarka.
By and large, the industry has been quite stagnant in terms of innovations; there haven’t been many game-changing disruptions, save for the increased accessibility to premium fabrics such as micro Modal, Tencel and Supima cotton by a larger audience, with new brands such as Zoiro, XYXX, Tailor & Circus, Damnesch and Dashing coming into the fray.
As per the Austrian fiber firm, globally the industry produces close to 100 million tons of fiber every year. This is not without negative effects on the environment. Fortunately, more and more consumers are aware of this ecological strain and so, the demand for sustainable textile is rising.
The status of the buffer remains dynamic, being a function of daily consumption and thereby provides replenishment priorities factoring in the rate of consumption as well as the status of the Buffer. DBM does away with complex statistical formulae and due to its inherent simplicity enables companies to adopt and execute the methodology with minimal training and shorter lead times.
To liquidate these ‘surplus’ goods and prepare themselves for the next season, retailers uses tactics like end-of-season-sales (EOSS). While EOSS helps to liquidate the excess inventory, it also has negative ramifications in terms of discounted margins as compared to the targeted price. Delays in sales, not only reduce the Open to buy budget of the Category manager, but also lead to delays in realisation of the proceeds. This, in many cases leads to either delay in release of newer collection, or release of lesser no of collections against the originally planned numbers or both.
Lenzing is supplying to all major apparel categories in India including women’s ethnic wear, intimate wear, denim wear and home segment. Arpit Srivastava, Marketing and Branding Manager SA said, “Our biggest consumer market would be the outer wear segment that comprises the formal wear, western wear and women’s wear brands as our products find a larger application. We have also been partnering with innerwear brand like Jockey for close to a decade now. Also Goversons, Prettysecrets, etc., a lot of these brands have a very strong regional presence in Tier II and III cities and are using our products. In these markets volumes will not be high but our product feature like softness comes out really strong here.”
Traditionally, the innerwear market was largely fragmented and unorganised. But, in last few years the organised innerwear segment has shown promising growth in both men’s and women’s categories. Lately, the premium innerwear market in India has been experiencing increasing entry of global brands, mostly through partnerships and tie-ups with home-grown brands.
This is one of the key reasons to supply only a portion of the ordered merchandise to the stores while retaining the other part at a central/ regional warehouse. 100 percent of the merchandise is not pushed to the store, rather it is continually replenished as per store sales to the end customer.
– While MOQs (Minimum Order Quantities) do technically matter in manufacturing (both at the fabric & garment stage) customer preferences follow no such logic, leaving the retailer with excess unsold inventory. Hence during buying negotiations, it imperative for retailers to move away from ‘economies of scale’ (having a price versus volume negotiation) to ‘economies of scope’– implying the need to make a style, multiple times with higher number of changeovers, thereby also acknowledging and paying for a commensurate increase in FOBs.