Apparel September 2019 Apparel September 2019 issue | Page 28

MARKET WATCH
Status Quo recently hosted an elaborate preview
meet in Goa to showcase its cutting-edge Spring
Summer collection for its retailers and distributors.
Pieces from the line revolve around street wear,
athleisure, and smart casuals channelled by tape
elements, colourblocking, and vertical stripes.
The collection comprises mercerised and double
pique fabrics, among others. Denims, cargos,
and streetwear joggers also formed a part of
the launch.
The brand also forayed into the kids’ wear
category with a soft launch at the preview meet.
The collection is majorly inspired by indigo and
cargo fusions, and features the lightweight
poplin fabric, which is easily a go-to for kids
during summer.
Status Quo Hosts Preview
Meet to Launch New
Collections
Fashion Retailers
Record a Dip in Sales
for Second Consecutive
Quarter
Some of India’s retail giants such as Pantaloons,
Brand Factory, Shoppers Stop, Central and
V-Mart have reported less than seven per cent
of same-store sales growth (SSG) during the
first quarter of FY 2019–20. In Q1, the SSG was
lower than the nine per cent, which was reported
in Q4 of the last financial year. Sector experts
attribute this decline in two straight quarters to
a sustained market slowdown. However, they
believe that though sales have declined over the
last few months, they will definitely be recovered
in the upcoming festive season. To capitalise on
this growth potential, retailers have introduced
several new schemes. Future Group, for instance,
has launched its Independence Day sales across
all formats.
Other brands have lined up key launches
coinciding with the upcoming festive season.
These include Shoppers Stop, who plans to
re-launch celebrity collections such as Rheson,
promoted by Sonam and Rhea Kapoor. Having
acquired ethnic labels such as Jaypore and
Shantanu & Nikhil last month, Aditya Birla Fashion
is now investing in new brands.
Athleisure Rides High as Demand from Generation Next
Grows
“With more people heading towards fitness centres, gym-appropriate clothes are gaining popularity,” says Sanjay Dawar,
Director, Bodycare Creations. To leverage this potential, the brand recently launched a new athleisure range that offers
everything from track pants and capries to pajamas, tees, and shorts.
Macho Hint’s new casual wear collection comprises tracks, joggers, shorts, and bermudas. The brand’s collections are
crafted with a wide range of fabrics like cotton, blends, modal, pima and spandex, which boast various functional features
such as moisture management, ultra-softness, flexi-stretch, and quick dry.
Athleisure brands are also adopting innovative fabrics in their collection. For instance, Dollar Industries uses Lycra, terry,
single jersey, spandex, 100 per cent polysester, and linen for its athleisure collection. It is important for brands to study the
trends in this segment before finalising their range.
Expected to continue growing at a compound annual growth rate (CAGR) of 12 per cent, athleisure sales in India are
expected to touch approximately R54,000 crore by 2020. The limited number of prominent players in the segment offers
immense scope for growth.
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I APPAREL I
September 2019