The Rise Of ‘Athletic wear’ In the apparel Industry

Heard of words like Active wear? We are sure you have come across some apparel that is put under this word on many an eCommerce app. Active wear, Athletic wear, Sports Wear, these words mean a lot these days.

There was a time when buying sportswear was for hardcore gymnasts or athletes. Then the body builders who went to the gym started taking workout clothes seriously and wearing them religiously to the gym- thanks to brands like Nike, Puma, Adidas, etc.

In fact, until now, athletic wear has been synonymous with these names. But now, everyone and their dogs are seen wearing track pants (costing up to $400) just like that. Going to the gym? Not really. Would you wear a branded $400 pair of pants while gymming? We think not! Another kind of workout then? Nope!

The pants are just, “I felt like wearing them, so I put them on,” pants. Okay. If this does not say “trend” in bold letters, we don’t know what does. Active wear has transcended the hallowed rules of fashion shows.

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Undressing Today Men’s Fashion – Trends for this Summer

Summer is here. Well almost over. But as they say, enjoy it while it lasts, right? Summer means cool colours, breezy evenings, shades and drinking out of coconuts. Vacation time! Holidays are the time when people distress, have fun, and generally enjoy life.

When summer is mentioned, fashion too takes a distinctly relaxed flavour. No one cares about proper attire or propriety while on holiday, do they? When we think summer fashion, we inevitably think Adam Sandler or The Hangover.

Which kind of proves the point that fashion is not a female only bastion. Men today are more fashionable than ever. While it may seem to some that variety in men’s fashion is limited, this is just an illusion. The men’s fashion industry is growing every day.

And men are becoming very savvy about looking good. Let us tell you a secret: you don’t need good looks to look good today. All you need is the right clothes- or the right people telling you what to buy.

So yes, we do remember reading about those days in Regency England (courtesy Jane Austen), when men dressed up as elegantly as the ladies. Or the times before the First World War, when men wore wigs and pomades and skin tinctures and created a fashionable look for themselves.

Mad Men proved that any stereotype can be broken after all. According to a 2013 luxury goods study by consulting firm Bain & Company, growth in the market for men’s ready-to-wear has outpaced that of womenswear, increasing between 9 and 13 percent year-on-year.

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Craft Stories, Not Products!

 

This is a picture of the back cover of Comedian, TV host, Ellen DeGeneres book, named ‘Seriously…I’m Kidding.’ We all read books- and the back cover actually is pretty instrumental when it comes to deciding whether to buy that book or not. And let’s admit it, just reading something so different on the back cover of a book is intriguing enough, that one’s curiosity is piqued. Ergo, let’s buy that!

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The Fashion “Evolution” from a Retailer’s Perspective

The ephemeral global apparel business is a challenge to stay in and adapt to. The size of the global apparel business is growing exponentially and is expected to generate double digit growth between now and 2020, much of it coming from developing markets.

In a world so saturated with choices, retailers and manufacturers are having to change their ideas about fashion with the speed of light, or perish!

As a Data Analytics Lab, specializing in retail, with a deep and intuitive understanding of the apparel- retail industry, we at IntelligenceNODE have been studying consumers of fashion for quite some time. And our observations have been very interesting, especially from a retailer’s perspective.

We discovered 3 main types of fashion consumers:

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How Mobile Commerce Reshaping Consumer Behavior

Mobile is becoming the integrated platform to get almost everything done today. And retailers are very aware of this fact. A lot of know- how, reports and miscellaneous facts exist online and offline about mobile platforms.

This knowledge is now becoming a healthy return on investment for many businesses. Consumers are now using mobile devices to shop, exchange ideas and create personal histories. Ecommerce websites and etailers are cashing in on this deluge.

It is not just a passing fad though; it is a way of life. According to forecasts, worldwide business-to-consumer e-commerce spending increased by 20 percent in 2014, reaching $1.5 trillion in sales. Ecommerce has clearly outpaced many other industries today. It has in fact become a medium for most industries to increase their customer base.

Mobile commerce is, for most intents and purposes, user centric. It focuses on the consumer. Everything from aesthetics to ease of use that you might wish for, as the consumer you get it! In fact, after taking years to build an online presence, retailers are only now beginning to cash in on all that hard work.

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The Promise of Large Retail Sales- Webrooming

You wish to buy new boots; you have been looking for a good design sometime now. You trawl various online marketplaces, looking for options, prices and ideas. You select a few popular brands; add them to your wish list on many of your favorite websites. You narrow down you list to three possible choices.

Now you are sure that you will buy one of the three pairs this weekend. Why weekend? Because that is when you can go to the mall of course! You can go to your favorite shop, try out a few other pairs just for fun, and finally get that coveted pair of boots too! And the trip to the mall means checking out all the new stuff, in person and even splurging a little more than you initially intended. All in all, a good day, then.

If you have done this, you will be pleased to know, you are not alone. There are many who check out products online, but end up buying at brick and mortar stores. The marketers have a new buzz word for what you are doing. They call it ‘webrooming.’

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Mobile + eCommerce

The internet has revolutionized the way we think. According to our research, the e-commerce market in India is projected to grow from approximately $720 million in 2012 to $5846 million in 2015. Indian B2C e-commerce is currently valued at $14 Bn, with many commentators predicting it to reach $60-80 Bn by 2025.

Until some time ago, the driving force of eCommerce was the PC and the laptop. But now we see a sudden shift in this phenomenon, in the form of the mobile phone- or more succinctly, smart phones and tablets. IntelligenceNODE believes that the real driver of eCommerce is the mobile. According to research by Kleiner Perkins, in India, mobile internet usage surpassed desktop internet usage in May 2012.

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The Illusion of Choice

Today we live in a world where choices abound. The ability to choose is important. As Albus Dumbledore says in one of the Harry Potter books, and I quote, “It is our choices, Harry, that show what we truly are, far more than our abilities.”

Choices abound today. In every aspect of life, we have a choice. From buying products to making important milestones in life like marriage and childbirth, we have the privilege of decision making. But is it really our choice?

Individualism is a weapon of the 21st century. The fact that each and every person is different from the other is a trademark of the Age of Aquarius. But current trends show that this individualism is on the decline. Instead of making choices based on facts, we are being influenced by various sources to choose in a particular manner.

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What’s Mine is Ours…

With Airbnb’s success story, many unique suggestions have entered the marketplace. In today’s world, everything is shared and connected. With newer technologies, it is obvious that a connected world is the way to go. In all this commotion over how to stay connected, comes the concept of collaborative consumption.

The idea behind this concept is sharing. We have learnt that we have each other’s best interests at heart. That is probably why ecommerce websites are using this concept to increase sales and stay afloat in a highly competitive market. The idea of a shared economy is such that it entertains collaboration of a high level.

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The Internet of Things… Here to stay?!

With Google’s last three acquisitions — Boston Dynamics, Nest and DeepMind — it seems like it is rapidly collecting the individual pieces to put together a “real life Internet,” a network of AI-driven robots and objects that could improve transportation, manufacturing and even day-to-day consumer life.

This draws attention to the Internet of Things, a term that has captured imaginations and eyeballs.

The physical world is fast turning into virtual. Most organizations have always followed predictable pathways of communication. But now the familiar networks of information are changing. The physical world itself is becoming connected.

Information gathering now has become a primary industry as information generation is taking precedence over all else. All things, physical and virtual are getting connected through wired and wireless networks.

Every gadget you can think of is getting connected. From refrigerators to shoes, objects are becoming more than just individual things. By 2020, we will probably all be living in smart homes, travelling by smart vehicles and reaching smart schools and offices. And when we say ‘smart,’ we do not mean in the same sense as smart touch phones, we mean self updating and smart objects that know when to start working, when to stop, etc.

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