Online penetration of Women Wear

Increased penetration of internet coupled with burgeoning smart phone market has resulted in the growth of e-
tailing in India in both Ethnic and Western wear segments of Women wear. Due to ease of ordering online, paucity
of time, flexible return policies and the cash on delivery payment option, the youth of India is more likely to
purchase western wear online.

Casualization of Fashion

The casual wear market has evolved significantly over the years. Casual wear categories such as denim,
activewear, casual shirts, athleisure, loungewear, sleepwear and fashionable skirts are outpacing the growth of
formal wear in India. This is reflective of the changing consumer trend and increasing usage of casual wear in
offices as well as home. COVID-19 leading to work from home further boosted this category. This shift in
women’s wardrobe towards casual wear has acted as a growth driver for women’s western wear. Consequently,
fashion basket has expanded to include clothing like casual wear, sports/gym wear, jackets, jeans etc. This benefits
bottom-wear category overall and brands that cater across these categories like H&M and Go Colors.

Rise of private label brands

Branded penetration in the market has a skew towards mid to premium price points and there is very limited
offering in the value price points leading to pricing gaps in the market. Private brands led players such as fbb,
Central, Brand Factory, Max and Vmart have identified these gaps and have launched products in the value fashion
segment. Private brands are a win-win solution for both big retailers and value for money first time consumers as
these brands ensure a certain minimum quality and image.

Impact of COVID-19

Brands and consumers alike have adapted to the changes due to COVID-19. The women apparel industry has seen
a decrease in formal wear but has seen an increase in casual wear for a more practical work from home life. The
sleepwear, loungewear and athleisure categories are on the rise. The already increasing sale in this category just
got triggered post-COVID-19 as people are looking for comfort in their clothing. The loungewear is something
people are wearing both inside and even outside the homes today. People are looking for comfort in their clothing.
Marks & Spencer and Shoppers Stop (which registered a sharp rise by 127% through its online channels, with
customer inclination towards categories like athleisure, comfort-wear, loungewear and sleepwear) added a
separate section offering loungewear and sleepwear for men, women and children. Online majors like Amazon
India and Myntra too have added separate stores offering these comfort-wear. Ethnic-wear brand Biba launched
its range of sleepwear and loungewear to cater to the home bound customers.

Post COVID-19, organized retailers adapted more efficiently compared to unorganised retail because of safety
concerns. The organised players could make standard operating procedures and policies to better serve their
customers and provide them with a sense of safety.

Women’s Bottom-wear Apparel Market

Market Size, Product Segmentation and Level of Organisation

Women’s bottom-wear market contributed 8.3% of women’s apparel market amounting to = 13,547 crores (US$

1.81 billion) in Fiscal 2020. The women’s bottom-wear market is expected to grow at a CAGR of 12.4% to reach
% 24,315 crores (US$ 3.24 billion) by Fiscal 2025 and is among the fastest growing categories in women wear.

136
