LEG­GINGS

Business of Fashion - - Contents Fashion Retail - By Roshna Chan­dran with in­puts from Rosy N Sharma

To­day leg­gings are a must-have in ev­ery In­dian women’s wardrobe. The leg­gings in­dus­try is be­com­ing much more or­gan­ised and more and more re­tail­ers are giv­ing them a ded­i­cated shelf-space. Reach­ing out to tier 2 and tier 3 ci­ties, brands like De Moza, Missy, Lyra and Deepee Twis­ter have ex­panded their prod­uct ranges to cre­ate a mar­ket for this new cat­e­gory. Im­ages BoF takes a look.

The growth of leg­gings, as an in­de­pen­dent prod­uct cat­e­gory in the In­dian mar­ket be­gan in early 2008. Ini­tially re­garded as a tem­po­rary fash­ion trend, leg­gings have now be­come a ma­jor seg­ment, prob­a­bly due to rise of or­gan­ised re­tail­ers. Ac­cord­ing to Vinod Ku­mar Gupta, CEO and MD, Dol­lar In­dus­tries (Missy), “The leg­ging busi­ness is grow­ing by 50 per­cent a year and is one of the lead­ing brands in this seg­ment. Dol­lar in­ner-wear owns 15 per­cent of the branded hosiery mar­ket in In­dia. Though fash­ion turned against leg­gings in the late 1990s, but in 2005, leg­gings made a “come­back” into high fash­ion.” How­ever, get­ting a shelf space of 8-10 per­cent, the prod­uct cat­e­gory is still at a nascent stage as its price ranges are still pretty low to at­tain a big­ger re­tail space.

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