Big Bazaar, the hypermarket chain from Future Retail, is a leading name in fashion and general merchandise. Fashion at Big Bazaar (FBB), a style hub for affordable fashion, sources exclusive designs for its private labels and is a popular brand across India. Sadashiv Nayak, CEO of Big Bazaar discusses the latest addition to FBB, athleisure, with Fibre2Fashion.com. FBB has launched a new athleisure collection under US brand Champion in its stores. Through Champion, FBB is introducing the global athleisure trend in India.
What is the size of the activewear market in India? What are the challenges facing the same and what are your solutions in facing them?
The activewear industry in India is estimated to be around $3.5 billion currently. The growth of this category is taking place across markets, from metros to tier II and tier IIItowns. Smaller towns with a smaller base are demonstrating higher growth rates.
What has been the growth percentage in this industry over the past few years?
The activewear industry has been growing at 20-25 per cent year on year in India.
What are the trends dominating the activewear industry?
Athleisure is the trend.
What are the latest technologies that have been integrated into your products?
The latest technologies are:
1. Champion athleticwear utilises state-of-art fabric technologies to maximise comfort in all activities and in all climatic conditions.
2. The garments have double dry technology, i.e. moisture-wicking technology. It helps you dry faster as the body heat rises. It helps increase the rate of evaporation as temperature rises and reduces the rate of evaporation when you are cooler.
3. All garments are light weight with high stretchability for enhanced comfort during workouts.
How do you see the penetration of this product in tier-1 and tier-2 cities?
With everyone moving towards active living, FBB is making this athleisure trend accessible to the masses with its affordable price range. FBB is making the trend popular, which will help the category penetrate faster and throughout India.
What is your target audience for this collection?
Our target audience is anyone who wishes to be active. It is for people who want a whole day's wear in a single outfit, using it for a zumba class, at a coffee shop, in office, or even while going out for a cocktail during happy hours. It is for people who are on the move.
Who are your competitors?
Nike and Reebok are our competitors.
Published on: 28/05/2016
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