Mumbai: Sports fashion in India is a dynamic and rapidly evolving industry that combines athletic wear with contemporary fashion trends. The popularity of sports fashion is on the rise, due to increased interest in sports, fitness, and wellness among Indian consumers.
Innovations in technology, sustainability initiatives, cultural influences, and changing customer preferences are likely to work collectively in shaping the future of sports fashion in India. The business will develop significantly so as to keep up with evolving demands from customers and stay competitive in the global arena of sports fashion.
Sports Fashion in India- post pandemic
Before the pandemic, sports fashion in India was already on a growth trajectory, driven by factors such as the rise of fitness awareness, an increase in sports participation, and the popularity of major sporting events like the Indian Premier League (IPL) and international cricket tournaments. In comparison to many other industries, the year 2021 and 2022, have overall been marked by strong growth that has equaled pre- pandemic levels.
Since the pandemic is over the situation is back to normal. India's thriving style and retail market have prompted huge development in the athletic apparel section too. A few worldwide and homegrown brands are effectively taking part here, offering a different choice of athletic apparel and design clothing for everyone.
Omnichannel presences and role of e-commerce
A seamless fusion of online and offline purchasing experiences appears to be in the sports fashion industry's future in India with an omnichannel presence.The distribution of sports fashion will continue to be significantly influenced by e-commerce and digital channels. Sports apparel can be anticipated to include cognitive features like temperature-regulating textiles and clothing, fitness tracking sensors, and interactive apparel as wearable technology advances. These innovations could boost athletes' performance and give customers a more tailored experience. The demand for eco-friendly and sustainable sports gear is projected to rise as environmental awareness rises. Sports fashion in India has incorporated traditional patterns, prints, and cultural elements into modern designs. This fusion appeals to consumers looking for unique and culturally rich apparel options.
Role of Technology
D2C models may be used by brands to improve consumer relationships, acquire insightful data, and supply more affordable pricing. To enhance the overall customer experience across all touchpoints, brands must use technology. Customers may virtually try on sports gear and accessories using augmented reality (AR) and virtual reality (VR) technology, making the buying experience more interactive. Social media platforms will continue to play a crucial role in sports fashion retail. Brands will leverage social commerce features to enable direct purchasing through social media platforms, making it easier for customers to buy products showcased in influencer collaborations and brand campaigns.
In order to reach a larger audience and provide practical shopping options, e-commerce platforms will continue to be essential. To engage customers beyond ordinary retail, physical stores should feature special events, workshops, and interactive experiences. These events boost brand loyalty and develop a sense of community among fans of sports fashion. Sports fashion companies may develop hyper-localised collections tailored to the various tastes of Indian consumers in order to meet their needs. These collections might be a celebration of regional culture and team loyalties.
How sporting tournament will shape the future of sports fashion
Major sporting events like FIFA World Cup, Pro Kabaddi league and cricket tournaments influence sports fashion trends. Fans seek to express their support for teams and players through official jerseys and merchandise. The omnichannel presence of FIFA and cricket in India have a significant impact on the sports fashion industry. Both FIFA and cricket are immensely popular sports in the country, attracting a massive fan base. The Indian Premier League (IPL) has benefited significantly from adopting an omnichannel approach to engage with fans, increase revenue streams, and enhance the overall fan experience.
With the growing influence of sports events like FIFA, cricket and Pro Kabaddi, athleisure fashion (combining athletic wear with everyday clothing) has become a prominent trend. Consumers are seeking comfortable yet stylish outfits that can be worn both for sports activities and casual occasions.Collaborations between FIFA, cricket players, and sports fashion brands could result in unique collections and enhance brand recognition. These partnerships may have a big effect on customer preferences and demand. It is anticipated that sports fashion firms, such as FIFA and cricket apparel, will continue to increase their online presence. Overall, Indian sports wear strikes a balance between performance and style while addressing the various demands and tastes of the people that are both fashion-conscious and passionate about sports.
To conclude, in future brands will continue to leverage technology, sustainability, and innovative designs to cater to the evolving needs of consumers who are becoming more conscious of health, wellness, and comfort while maintaining their love for sports and fashion. As the industry continues to evolve, it is likely to see further innovations and trends that align with changing consumer demands and global influences.
The author of this article is playR co-founder Ravi Kukreja.
