Diwali and allied festivals didn’t bring much cheer for apparel sales, with most retailers and companies having a mixed response during the festivals.
As per media reports and industry insiders, Tier-2 and -3 cities did better for a few apparel brands, because these have been witnessing an uptick for the past 18-20 months as compared to metros.
Celio, the menswear brand, saw growth picking up after the festival season because cities where the temperatures have dropped, have witnessed an increase in sales.
Satyen Momaya, CEO, Celio India, “During the Diwali period, sales were in single digits this year. It did not meet expectations. Some pockets suffered, like the north and west (barring Gujarat).”
Manish Kapoor of Pepe Jeans, “The past two weeks have been good, and we saw a 13 per cent increase in value sales, and volume sales have also been similar.”
Industry insiders and wholesalers from big wholesale markets like Gandhi Nagar, Tank Road also reported mix response as most of their retailers shared that sale was not very high during the festivals.
