Apparel Online India Magazine May 1-15, 2019 | Page 42

DOMESTIC UPDATE
BUILDING ON THE ATHLEISURE TREND,
PUMA ATTAINS NO. 1 POSITION IN
SPORTSWEAR CATEGORY
India has, in the past few years,
become abreast with the trends
in global arena and has come at
par with the wider global fitness
pulse. The booming economy and
changing lifestyle preferences have
compelled Indian consumers to be
more health-conscious and add new
health and wellness routines to their
hectic lifestyles which has ultimately
led to emergence of a number of
retail brands in this segment – both
global and Indian. According to a
research report, the global market
for Sports and Fitness Clothing is
projected to reach US $ 231.7 billion
by 2024. The report points out that
the Asia-Pacific region is expected to
be the fastest growing region, with
a CAGR of 6.9% over the forecast
period. Sales come from emerging
markets, such as India and Thailand,
as well as the US, the world’s largest
sportswear market. The research
also indicates that technological
developments designed to improve
comfort and performance has also
led to the growth in sales of sports
apparel, and Puma Sports has never
failed in its endeavour to offer the
technologically advanced, fashion
forward, functional merchandise
to its consumers in India as well as
worldwide.
Riding the athleisure trend
with panache
The sportswear category has recently
undergone a huge displacement and is
moving towards dressing for comfort
even as being trendy and fashionable
is in vogue for the consumers and thus
evolved the concept of athleisure – a
trendy extension of sportswear with
a hint of function, comfort as well
as style all incorporated in one. It
is the new buzzword that has taken
the stretchy leggings and tops out of
the gym into everyday life, and Puma
has truly understood this new trend
and has been ruling the segment for
years now. “Puma always had this
trend at its heart. We are a sports
style brand which says that besides
being a performance brand, we have a
style quotient as well. Athleisure has
always been a unique proposition of
our brand, much before the category
became a hit. Athleisure takes the
hardcore sportswear product and
brings it into the practical, making
it comfortable, smart and ready for
the world,” maintains Atul Bajaj,
Executive Director – Product,
Merchandising & Supply Chain,
Puma India.
Puma, despite being a late entrant in
the category in India, has garnered
momentum over the last 13 years
and has now achieved a leadership
position in the sportswear category
in the country. “The USP of Puma is
that it is truly a sports style brand
which says that it offers performance
apparel and footwear but with a lot
of style. When we entered India,
we decided that rather than going
overboard with marketing, the best
way to move forward is to open
exclusive brand stores, thereby
creating unique retail environment
for the consumers. This was one of
the many reasons for the immediate
success of Puma Sports in India,”
boasts Atul. The brand entered India
in 2006 as a complete own subsidiary
and has now become a market leader
in terms of revenue generation.
A versatile range goes
a long way
So, what really makes Puma India’s
No.1 sportswear brand? Even as a
Atul Bajaj, Executive Director – Product, Merchandising & Supply Chain, Puma India
42 Apparel Online India | MAY 1-15, 2019 | www.apparelresources.com