Apparel Online India Magazine September 1st Issue 2018 | Page 33

FASHION BUSINESS
– students, who seek on-trend styles to reflect
their individuality and gain acceptance among
their peers, and their parents, who search for
affordable prices. These two consumers are on
either end of the spectrum and pleasing both at
the same time requires a considerable amount
of research and understanding of market
dynamics.
The present day BTS and BTC consumer
is an aware shopper looking everywhere
from department stores to specialty stores
and online e-shops to find the best deal that
matches his/her preferences.
In terms of Online vs. Offline, 57% of BTS spend
is intended to take place in-store. Data revealed
by Deloitte suggests that mass merchants will
emerge as the top shopping preference, with
the vast majority of households (83%) planning
to visit such retailers. The psychology behind
this is the fact that customers tend to spend
more when they are shopping from traditional
retailers such as department stores, home
electronics stores, and office supply stores
owing to the familiarity conditioned in their
mindset.
While planning their assortments, retailers
should take the swelling purchasing influence of
Gen Z into consideration. These kids are more
likely to steer parents’ purchasing decisions
than consumers before them. If products don’t
appeal to the child, it’s not coming back home
with them.
Retailers should also note where all consumers
are planning to shop, what items they are
planning to buy, and how digital will affect their
final decision making.
Here is an analysis into the key performing
trends for this season and how they are set to
influence the approaching year…
ACT-LEISURE
The overarching theme of functionality and
comfort filter out to the younger target market
as well, making activewear a hot category this
season. Students want to be comfortable in and
outside the classroom – a demanding schedule
festooned with extracurricular activities inclines
parents and students to opt for merchandise
that is versatile and functional.
Expected to continue growing at a steady pace,
the activewear segment is enjoying a growth
of 8%, up from 7% in 2017 and 6.5% in 2016.
Performance gear, sporty tees, soft cotton blend
hoodies, drawstring waists, half-zip sweaters,
loungewear pants, tracksuits and knit base
sneakers pose as popular pieces amongst
students.
Brands that combine sportswear’s versatility
with style and luxury are positioned for success
during this Back-to-School season.
KNOT IT UP
A key international retail bestseller from the
first six months of 2018, front tie tops will
continue to go strong well into Fall/Winter
2018. Available in cropped as well as full
shirt styles (in tops) and also over one-piece
jumpsuits as a design element, the retro-
isque front-knot tops show fast consumer
absorption.
Data collected by Style Sage
suggests a sustained growth in the
average product count beginning June
2018 from fast-fashion retailers such as
Forever 21 and ASOS.
www.apparelresources.com | SEPTEMBER 1-15, 2018 | Apparel Online India
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