Sapna \n Agarwal, MINT<\/i><\/p>\n
Mumbai, \n 6 July 2012<\/i><\/p>\n
Indian women may take a bit of convincing, but there seems to \n be strong evidence to suggest that their urban male compatriots \n are getting fitter. Or, at the very least, they\u2019re squeezing \n themselves into closer-fitting shirts, regardless of muscle tone \n or the lack thereof. While the picture this conveys may not be \n entirely wholesome, it does mean that companies have had to change \n the kind of fits they offer on shirt racks.<\/p>\n
More seriously, the slim, super-slim and skinny fits that are \n gaining ground among the young urban male demographic are cut \n to accentuate narrow waistlines, broad shoulders and well-toned \n bodies.<\/p>\n
Take Tejas Rane, a trim 28-year-old information technology professional, \n who hits the gym at least thrice a week and avoids fried food \n and carbonated drinks. He considers \u201clooking sharp\u201d \n and \u201cdressing well\u201d to be an integral part of his job. \n While shopping for shirts, Rane usually tries on a number of different \n sizes and fits and buys what suits him best. This is in contrast \n to his college days when he didn\u2019t spend so much time trying \n and buying clothes. \u201cI used to wear just about anything,\u201d \n he says.<\/p>\n
A young workforce, coupled with health and fitness becoming a \n way of life, has seen rising sales for slim and super-slim fits, \n according to experts and the trade.<\/p>\n
Raymond, an 87-year-old menswear brand, introduced slim fits \n three years ago and super-slim fits last year.<\/p>\n
About two inches narrower in width than the regular fit, they \n now account for \u201c60-75% of the overall (Raymond) business\u201d, \n says Shreyas Joshi, president (group apparel) at Raymond Ltd, \n which has brands such as Raymond, Park Avenue, Parx and Notting \n Hill.<\/p>\n
Likewise, at Allen Solly, size 40 and 42 regulars used to be \n the most popular shirt sizes, accounting for 70-80% of overall \n sales until a few years ago. That has changed to size 39 and 40, \n which have become the \u201cmost popular sizes\u201d for the retailer, \n says Sooraj Bhat, brand head (Allen Solly) and chief operating \n officer at Madura Fashion and Lifestyle, a division of Aditya \n Birla Nuvo Ltd, which also has brands such as Van Heusen and Peter \n England, besides selling Esprit in India.<\/p>\n
According to Joshi, the \u201cgood response\u201d to the new \n fits reflects the \u201cchanging Indian consumer, who is more \n health conscious and fit\u201d.<\/p>\n
This expansion is also a reflection of the increase in the number \n of brands and awareness on the part of consumers, besides the \n availability of a wider range of styles and sizes to suit people.<\/p>\n
For instance, concomitant with one segment of the population \n becoming super-slim, at the other end of the spectrum, a plethora \n of brands are offering a wide range of plus-size clothing off \n the rack.<\/p>\n
The number of international brands in India trebled to 150 \n in 2008 from 50 in 2004, and there are now more 200 present in \n the country, says Devangshu Dutta, chief executive at Third Eyesight, \n a retail consulting firm.<\/b><\/p>\n
With the growing attention to grooming and getting the right \n size, most men are no longer speed-shopping.<\/p>\n
A male customer at the Van Heusen store in Mumbai\u2019s upscale \n Phoenix Mall tries on three-four sizes and fits before deciding \n which shirt to buy.<\/p>\n
The brand introduced the skinny fit last year, an inch narrower \n than the slim fit. \u201cConsumers are experimenting with their \n look and are now becoming more aware of their size,\u201d says \n the store manager, who\u2019s seen a change over the last five \n years he\u2019s been at the job. He didn\u2019t want to be named.<\/p>\n
Moreover, \u201cconsumers are also eager to receive information \n about styling, fabrics and colours to create customized looks\u201d, \n says Amit Singh, store manager at the Raymond Shop on Warden Road \n in south Mumbai.<\/p>\n
The change in style also reflects, \u201cthe aspiration of a \n younger country and a younger workforce (that) values looking \n good\u201d, says Bhat of Allen Solly.<\/p>\n
\u201cRetail has evolved along with our lifestyle,\u201d says \n fashion designer Nachiket Barve, while pointing to the evolution \n of the Indian male style from baggy shirts, high-waist jeans and \n mostly tailored clothes to shopping for ready-made garments.<\/p>\n
\u201cUrban Indians are becoming increasingly conscious of the \n fact that diet and lifestyle changes are beginning to take a toll \n on their health,\u201d says Perpetua Machado, principal of Nirmala \n Niketan College of Home Science, which offers courses in health \n and nutrition. \u201cThe impact of this is apparent in the increasing \n number of urban Indians, who are now enrolling in gyms, yoga classes \n and opting for healthier food options.\u201d<\/p>\n
This is being reflected in diets as well, with urban Indians \n cutting down on polished rice and replacing it with the hand-pounded \n variety.<\/p>\n
Likewise, the consumption of maida (refined flour) products has \n decreased in favour of chapattis made of unrefined atta, says \n Hemalatha R., deputy director and scientist at Union health and \n family welfare ministry.<\/p>\n
This is a trend that\u2019s also being taken advantage of by \n brands such as Dabur India Ltd\u2019s Real juice, revenue from \n which has risen 25-30% year-on-year and which is now a Rs. 500 \n crore brand. Similarly, Marico Ltd\u2019s Saffola Oats is growing \n 40% annually.<\/p>\n
\u201cHealth, wellness, food and fitness categories are all growing,\u201d \n says Abneesh Roy, associate director, institutional equities, \n research, at brokerage Edelweiss Securities Ltd.<\/p>\n
(This article was published in Mint on 7 July 2012. The photo \n is a product shot of the fashion brand ‘Sher Singh’.)<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"
Sapna Agarwal, MINT Mumbai, 6 July 2012 Indian women may take a bit of convincing, but there seems to be strong evidence to suggest that their urban male compatriots are getting fitter. Or, at the very least, they\u2019re squeezing themselves into closer-fitting shirts, regardless of muscle tone or the lack thereof. While the picture this […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-2949","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"\n