As people across the country embrace a new lifestyle and head back to work in a safe manner, Flipkart, India’s homegrown e-commerce marketplace shares some interesting trends that reflect fashion and beauty choices transitioning from loungewear to office wear, and from trendy beauty products to more organic and cleaner alternatives.
Over the past two months, organic demand for workwear classics has skyrocketed including white shirts and formal trousers witnessing a spike of over 70% and 107% respectively. Traction in the suits category has also picked up disproportionately in metros, especially in the premium segment with brands such as Raymond, Louis Philippe, Park Avenue and Blackberrys, with several Value Brands growing at over a 100+% Y-o-Y.
Similarly, the demand for makeup and deo combos increased with women preferring organic and clean brands choices. As wearing masks became crucial, the demand for Eye makeup drastically increased. 2021 also witnessed an uptick in Makeup and Fragrance category by 46% while the premium product ranges grew by 55%.
Triggered by consumer insights in recent times, there has also been an emergence of new brands, new collections, new campaigns and sub brands to cater to evolving fashion & beauty needs. Peter England launched an ‘Anti Viral Wardrobe’ and Allen Solly launched an ‘Anti Bacterial’ range of trousers and kurtas to assist office goers as they begin to head out of homes. Tier 2+ markets broadened the demand of brands like Swiss beauty & Blue heaven alongside new age brands like Beardo & Man company in fragrance.
Some of the most searched clothing brands include Peter England, Roadster, Levi’s, Killer, Allen Solly, PUMA, Adidas, US Polo, Highlander, Spykar, Nike and HRX. With people seeking affordable work wear choices, Flipkart observes the INR 550-800 range as a preferred customer sweet spot for shirts and trousers.
Makeup brands include Maybelline New York, Lakme, Loreal Paris, Blue Heaven, Swiss Beauty and Sugar cosmetics. Whereas Denver, Set Wet, Fogg, Jaguar, Skinn by Titan, Envy, Park Avenue and Nivea became the most popular choices for fragrances.
Most searched terms over the past two months included jackets, denim jackets, hoodies, sweatshirts, leather Jackets, full sleeve tshirts, branded jeans, branded shirts, blazers, trackpants, tracksuits, caps, cargo and joggers. Jackets are among the fastest growing categories in men’s clothing, led by both an extended winter season as well as increased outdoor travel. It has grown by 1.2X of the category; and casual shirts have grown by 1.3X of the category. The athleisure segment is witnessing growth, seen in track pants, tracksuits and caps. In the last 3 months, jeans, trousers, suits and blazers have grown by 50%+.