Indian fashion, December 18: As coronavirus spread has been increasing with time and as it has affected the whole country’s economy, it is now that the circumstances are turning back to its a steady normalcy. However, the Indian fashion industry too has been able to recover after being one of the worst-hit retail marketplaces amid the pandemic.
Since the second quarter of 2020, the industry is showing signs of revival amid the festive season and the loosening grip of the infection. With eased lockdown restrictions and opening of the economy yet again, the most important aspect of the ‘increased demand’ was the festive season. The festive season is the peak time when Indian citizens shop with open hearts and pockets.
The demand for fashion has witnessed gradual growth after the lockdown period. However, the figures were not as good as the pre-covid phase. Sharing about the same, Ashish Jain, Von Wellx Germany’s CEO and Director quoted, “There has been a steady demand from Tier-II and Tier-III cities which has contributed in our total sales. The footwear industry is witnessing a steady growth but for returning to sales of the pre-COVID level will take time and we are targeting for 2021.”
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He continued that this festive season brought a silver line for the retailers as they witnessed a great demand from the consumer’s side. Jain added that they had a special collection for the festive season that was economic and of supreme quality with health benefits which had attracted the customers. Covid-19 pandemic has led to to a severe change in the consumer behaviour making them more health and pocket conscious.
Echoing similar sentiments of demand revival, Marketing head of Numero Uno, Asha Esther Jaikishan said, “The festive season definitely brought relief in terms of sales. But while sales figures were better than the previous months of unlocking, this time it wasn’t at par with 2019 or the years before that. Considering this is India, a country where festivals are celebrated with much oomph and zeal, things were pretty damp this year, comparatively. Customer sentiment was highly cautious and in general, they refrained from splurging and opted only for what is a necessity. But we did witness reduction in degrowth as compared to last year.”
