The present status of style is solace, which implies agreeable, easygoing tasteful dress and is turning into the purchaser’s way of life right now. Additionally, the modern customer has likewise become more concerned about their wellbeing and wants to take care of their health, and athleisure is making it simpler for them, notes a major global lifestyle brand.
GUESS, which relaunched its retail presence at the DLF Mall of India in Delhi-NCR, says the store is inspired by the quickly advancing style changes and purchasing power for the trendy shopper, which has prompted the release of ‘Athleisure’ collection “which had zero infiltration in the pre-Coronavirus time, however presently this classification addresses 7% of our attire deals. These figures are critical as quarantine shoppers are unmistakably picking comfort-driven clothes with an impressive shift towards wellness.”
Addressing IANSlife, Manoj Kumar Nair, CEO of Gaurik Lifestyle which has carried Guess to India, says the athleisure assortment tends to a similar change in pattern. “For a long time, there have been limited not many alternatives for sports apparel in our country. What the shoppers need is a more design-driven, popular way to deal with sports clothing which this assortment will present? Supposition’s Athleisure Collection will be the scaffold among solace and style and sits directly at the intersection of selectiveness.”
Speaking about the upcoming fashion trends in terms of accessories, that will be big in 2021, he says:
“As per a Unicommerce Report, the online fashion industry has grown 51 percent in this financial year. Accessories are coming in as the favorites of the new-age consumer. We should be looking at bold, statement pieces to accentuate the more casual athleisure apparel. Chunky, gold-tune jewelry paired with pastel-colored, over-the-top sunglasses is something that balances the casual aesthetic. We’re again going extreme with the bags- from mini, shoulder bags to large totes; everything makes sense to Gen Z and Millennials.”
Nair also says that: “We need to note that even though digitalization of shopping has gone up during the pandemic, brick and mortar is here to stay. It enables a brand to create an experiential environment for the consumer. So, one has to complement the other for the brand to survive.”
Another key element to observe in the following years is the incoming sustainable revolution. Millennials and Gen Z, who account for more than half of the sales in the industry, are the flag bearers of this revolution and they wish to associate themselves with brands that align their values with eco-friendly and sustainable manufacturing practices. Moreover, being eco-friendly and sustainable is more than just a commercial decision, it’s a moral responsibility.
“Even at Guess, we are entirely transforming our production processes to be more sustainable and environmentally friendly. We’re looking into recycling plastic waste to create yarn and using organic cotton for our types of denim, introducing the Indigo Flow Process which reduces the water consumption for washes by 70 percent while increasing the dye penetration, and reducing the use of chemicals massively,” shares the American clothing retailer.