The infusion of style into India’s sportswear market

The worn out t-shirt and a pair of old pants are history, enter a series of stylish clothes and accessories designed for you to make a statement and stand out in the crowd. Not only have people become more health conscious, but also fashion conscious. Previously untouched domains such as neons and vibrant colours have entered the market and have seen a great upswing in demand. Plenty of designers are also partnering with various sportswear brands in order to take a break from the well-established patterns of these sporting companies. Adidas India brand director Tushar Goculdas has said that globally, sportswear has a major influence on fashion due to the popularity of sport among youth. “We are seeing this phenomenon in India as well and there is a growing visibility of youth sporting their favourite football or basketball jersey at pubs, bars and parties,” Goculdas told IANS. Adidas Originals, the iconic sports-inspired street-wear brand, has ushered in a new set of collections featuring snazzy, eccentric and funky designs. American designer Jeremy Scott has lent his personal touch in adding a splash of colour and some interesting designs in order to spruce up the apparel. Puma, is another brand that has tried to add a new twist to their offerings by bringing back in the much-loved animal prints into their latest autumn-winter line. The prints can be seen as graphics across a wide spectrum in Puma‟s apparel, accessories, wind jacket collection and slipstream footwear for men, and shoes, track pants and hoodies for the women. Puma have reverted to their popular style statement from the 1960‟s in order to take on their sporting rivals. The use of fancy colours seems to be the biggest change as far as sporting apparel is concered. Especially the use of gold, silver, red and yellow in terms of colour has become very prominent, with some brands even going to the extent of adding a little glitter to the footwear on offer. Track-tops inspired by football and basketball jerseys are on the rise with colour blocking growing stronger as a trend along with fabric blocking too. Ankita Mehendiratta, a young college-goer, says wearing jazzy colours to the gym makes her feel confident and happy, while for computer engineer Abhay Gulati, it is all about the “feel good” factor. And such youngsters are readily splurging thousands of rupees to create a holistic workout wardrobe.

cruise wear or simply smart casuals or semi-formal dressing”. The partnership resulted in the launch of the S&N Adidas line for Adidas Style Essentials. Manish Arora was one of the first to venture into this domain when he launched Fish Fry.3 billion industry by 2017 The India athletic apparel market is expected to reach a total value of around $1. he said. leisure. sporting major Adidas signed a 5-year strategic partnership with Delhi-based fashion designers. Just last year. Satam brought out the fact about how major sportswear labels are roping in popular personalities from Bollywood to endorse their brand and serve as brand ambassadors and champions for their line of products. in conjunction with Reebok.” Satam went on to add. yoga. “Clashing of such garments for multi-purpose functionality is a common styling scenario. Shantanu and Nikhil. catchy and attractive designs that clearly stand out in a gathering. The fitness frenzy catching up among the young and old alike. lounging and casual wear are slowly blurring as people are getting more multifunctional and busy juggling many activities in their ever-busy 24-hour schedule. Shilpa Shetty of course famously released her yoga tutorials on video.” Satam said. The line between utility-driven garment categories like fitness. “Designs like zipper jumpers. Lara Dutta and Shipa Shetty. Therefore.3 billion by the end of 2017. tank tops. so is the demand for such garments. crop tops and track suits are silhouettes. “Sports and being fit are more like a lifestyle statement today. Designer Aniket Satam has created a collection titled „Energies‟ for sportswear brand Attiva. “the role of a well-designed smart set of casual designs like track suits easily pass through as travel wear. A lot of the craze is also due to the adoption of these trends and designs by popular actresses such as Bipasha Basu. pilates. growing at a CAGR of 19% between 2013 and 2017. which are in vogue and basically derived from active wear innovation.The demand for designers has hence gone up steadily as sporting brands try and get on board people with expertise in creating loud. Key factors in this industry . a sportswear-inspired line.” he said. *India athletic apparel market: $1.

sponsors. government. The industry has witnessed brisk growth in the last few years driven by the rising income levels. golf and yoga.include increased awareness of healthy lifestyles. Our research “Sports Wear Market in India”. anticipates that the current size of the Indian sportswear industry is worth ` 365. which take into account the consumer behavior and spending patterns that may affect the growth of the sportswear industry. It elaborates the fact that. amending lifestyles and the entry of foreign players in the industry post liberalization. federations. The ever increasing popularity of cricket along with growing interest in sports such as football. and consumer preferences. and a growth in jogging. and consumers play an important role.8 Billion. manufacturers. the demand for sports apparel is surging. there remains a vast difference in the buying habits and purchase decision making of Indian consumers. With global integration. the modifying workplace customs and with the culture of many IT and MNCs having in-house gymnasiums or sponsoring their employees for fitness activities such as gymnasiums. A similar change in the consumer behavior and buying patterns is also true in case of how the industry players are targeting men or women sportswear segment.9% over the period 2006-2012. This report has segmented the Indian sportswear market into various subsections .sports footwear & sports apparel. rural/urban divide. * Sportswear is a niche segment of retailing whereby. The athletic apparel market in India has grown at a CAGR of 15. . training and workouts. Retailing of sportswear products in India is growing due to the rise in per capita income. The current market estimates and future projections are entirely based on the set of feasible market trends and Indian demographics. changing lifestyle. if we segment them on the basis of urban/rural divide. The athletic apparel and footwear industry in India has witnessed a phenomenal growth over the past seven years and now occupies a place of prominence in the Indian economy in terms of its massive potential for employment generation and export. hockey and tennis has contributed to the growth of functional sportswear market in the country. and gender-wise demand projections. India has been a manufacturing hub for sports products and the number of brands sourcing from India has tremendously increased after liberalization. which is expected to grow at a CAGR of around 33% during 2010-2014.

The sportswear industry in India is valued at between Rs 3. whose prices start at a much higher level. Liberty. The top four sporting brands in India are Reebok.500 crores and Rs 5. from Rs 1. which is why Reebok has managed to garner a huge market share. finds it difficult to distinguish between shoes produced by Nike. There are other brands that manufacture sports shoes such as Bata. Reebok has an advantage over other brands because it has a wide price range for shoes. Reebok holds a 46% market share in India and India is the only country in which Reebok‟s brand value has surpassed that of both Nike and Adidas. who is not extremely knowledgeable about shoe technology. Puma is the only brand that has managed to carve out a space for itself as a fashion brand too. followed by women‟s footwear at 30% and kids‟ footwear at 15%. and Lotto. Adidas. Adidas and Reebok. women and kids. Woodland. Studies have shown that there is not much brand dilution in the sports shoe industry but there is brand confusion among consumers. but their brand value is not as strong as the four leading brands mentioned earlier.000. are conscious about the price. This way. In fact. Nike. and men‟s footwear comprises 55% of the entire industry. especially those in the middle class. and this is evident in the number of gymnasiums and sports centres that have mushroomed in the last one decade. In fact. . One cannot take part in sports related activities without proper footwear and this has pulled up the revenue of sports shoe companies greatly. people do not just wear sports shoes while taking part in sporting activities. Given such market conditions. Reebok shoes are designed in such a way that they can be worn with casual attire too – the designs and colors are not as flashy as other brands. In fact. And the unchallenged market leader in sports shoes is Reebok. One sector that has benefitted the most from the growing health consciousness of Indians is the sports shoe industry. The media is partly responsible for spreading the fever of health consciousness. Nike has a mere 11% market share. In fact. Puma or Adidas shoes. Indians. The average consumer. they wear them with casual attire too. Another reason why Reebok has made its way into so many Indian households is because Reebok shoes are relatively more affordable than the other reputed brands.* Indians are becoming health conscious. and Puma. and it has benefitted the Indian society. Fila. the design of Puma shoes is slightly different from the rest – Puma shoes are sleek. In India.200 to Rs 7. consumers have more options while choosing Reebok shoes as opposed to Nike. India‟s footwear segment in general caters to men.000 crores.

At present. with footwear market set to experience phenomenal growth in the coming years. the demand for footwear is increasing in these regions. the old-age group demand for medical footwear that offers comfort and health benefits together with high quality. which is why brands such as Nike. while opting for green shoes. “Indian Footwear Market Forecast 2014”. Rising income level of the people and brand awareness has further boosted the demand for premium footwear. given people‟s awareness and how conscious they are about their health. etc. However. skilled working professionals. the demand for formal footwear has also seen significant increase. Our study has effectively monitored the current and future trend of the Indian footwear market on the basis of which. the success mantras for footwear market in India lies in the core set of privileges existing in the country itself. Our research also foresees immense opportunities for increasing trend of online footwear retail market. Indian footwear industry is mainly driven by men’s footwear segment. The footwear industry in India is presently witnessing various shift in the trends that are indicative of contributing in the future growth of the industry. Whereas. Indian footwear industry rank second-largest footwear producer after China. which further creates expansion opportunities for the production capacities in modern state-of-the-art units. including low labor cost. Similarly. Shoe manufacturers have gained a sudden upsurge in the retailing of footwear with the rise of e- . which develops shoes with unique technologies. many companies in the market are dealing in a range of stylish eco-friendly footwear to ensure that the buyers do not sacrifice on comfort or style. The report also analyze that with the maximum population still living in rural areas. which has been booming with the rise in the purchasing power and the growth of image consciousness among the youngsters. The entry of numerous international players has also resulted in providing a significant boost to the Indian footwear market and the demand for Indian footwear will continue to grow in future as well. this will soon change with greater publicity and awareness. One of the selling propositions of sports shoe brands in most parts of the world is the technology behind the shoe. The market is de-licensed. At present. with the rising younger working class population. Furthermore. more and more people are now opting for custom-made or designer footwear providing opportunities for footwear designers.The sports shoe industry in India is definitely going to grow. says our recent report. are not very popular in India. the average Indian consumer is not as aware of these technologies as he should be. it is considered to possess a significant potential with overall market anticipated to grow at a CAGR of around 14% during 2012-2014. *India is standing on the threshold of a retail revolution and witnessing fast changing retail scenario. For instance. Our research highlights that.

commerce and the growing trend of online shopping. there also exists huge demand for the traditional footwear market in India. . Fashion freak youngsters now prefer ethnic footwear to give a touch of Indian glamor to their western outfits. Furthermore.

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