Brand play increases in women T-shirt segment

With changing lifestyles, T-shirts have become a must have for every upwardly women’s wardrobes. Affordability and style are the two major pillars of women’s knitwear business. While small unorganised players hold strong, brands have made inroads in the segment.

Increasing number of women are becoming financially independent and their interest in western wear is on the rise. This phenomenon is not confined to metros alone. Ecommerce has helped brands reach out to smaller towns with western merchandise, especially T-shirts, which have now become a wardrobe staple for 25 to 30 year old women.

Segment on a steady growth path

Comfort is the prime factor that makes T-shirts acceptable among women. Their multiple usage as day wear, gym/fitness wear, party wear, leisure wear and so on is leading to the growth of this segment. While traditionally dominated by unorganised players, brands both domestic and international have forayed into this space offering other western wear collections as well.

As Guneet & Japneet Singh, Director of Turbo Retail, a company that manufactures and retails women’s label Juelle explain, “With changes in dressing and clothing preferences, influence of western culture, knits industry has got a boost. T-shirts are not limited to casual wear as they have penetrated executive meeting rooms, as well as evening wear categories. Demand for T-shirts as lounge wear, sportswear, yoga wear et al has helped brands diversify and offer a product mix leading to growth opportunities.”

The overall women’s apparel market is ruled by ethnic wear, which accounts for roughly 70-75 per cent of all apparel sales in India. Western wear that has lower penetration vis-à-vis organised retailers, accounts for the remaining, reveals a Technopak Advisors study. With relatively lower brand penetration and the growing disposable income of modern women, this segment has become the focus of many Indian and international brands, the report added.

“Knitwear has significantly dominated T-shirts market. Approximately, 60 per cent of women’s T-shirts segment is dominated by fabrics like cotton and viscose. The average size of the knitwear segment is close to 35 per cent growing at 8 to 10 per cent,” explains Rahul Bhalla, CEO, Latin Quarters. The aspirational, young customers of top 20 cities have a higher propensity for casual fashion. “Demand is going to be more in the younger age group especially teenagers. But T-shirts are popular among all age-groups of women and sleepwear, loungewear T-shirts rule the category,” explains Vidhi Shah, Creative Director, B:Kind.

Small cities, affordability push growth

Experts point out that Tier II cities are going to drive significant percentage of growth in the casual wear market, led by higher penetration by brands and ecommerce. Realising the potential of casual wear in these markets, many domestic brands have increased their presence in smaller cities.

Pricing is an important factor when it comes to T-shirts. Women usually look for affordability when it comes to tees since they are usually worn for relaxing and activities. Both branded and non-branded products have different pricing strategy. A rigorous marketing research is involved while taking product pricing decisions. A number of factors like customer’s preference, purchasing capacity, market plays a major role in arriving at a final product price.

With time, T-shirts have undergone a lot of changes in colours, fabrics and other aspects. Since different occasion demands different variety, players have started innovating with Tees and their styles, prints and fabric blends to serve the purpose. For instance, while a party or casual T-shirt would require a different fabric, style and look, a T-shirt meant for fitness activity is made from fabrics and styles suitable for rigorous workouts.

“With gradual transition from women’s ethnic wear to western wear, the T-shirts market has bright prospects in India. With westernisation, there has been a change in perception and preferences of customers,” Bhall sums up.