With increased work from home options, Zoom and Google meetings brands are shifting its product strategy to make more casual wear, lounge slippers, T-shirts, shorts, Tracks. The Online and retail stores are experiencing an increased growth of sales in the casual sections which includes T-shirts, shorts, Tracks, Casual; slippers, lounge slippers, innerwear. The confinement at home ditches the fashion and formal wear for flip flops and tees.
Popular brands expressed their strategy to focus on the work-from-home collections and promoting ‘business casuals’ exclusively for those appear frequently in Zoom and Google meetings. The clothing demand is largely need-based for essential apparel the retailers who also opened their online stores felt. India’s top footwear retailer Bata is expecting a sale from casual slippers, flip flops, floater sandals which are promoted under their ‘Work from Home’ category on its website. Over half, it has reached 1600 points of sale which is on growth. Sports footwear brand ‘Power ‘driven by urban shoppers following the DIY fitness regime is also experiencing growth. Footwear priced below 1000 INR sales will continue to grow as demand for formal men and women shoes will take time says Sandeep Kataria Chief Executive Officer, BATA.
Retailers started resuming business as the country eases up on opening stores in the open markets. But a lot of retailers admit to poor footfalls. Sales at stores are slowed down but an increase in online sales is experienced in the retail industry.
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