Lines blurring between lifestyle & activewear: Technosport CEO

11 Jul '23

1 min read

Pic: Technosport

Insights

Technosport's CEO Puspen Maity noted a growing trend of merging lifestyle and activewear.
Modern consumers seek a combination of style and comfort in their activewear for various situations including the gym, work, and casual occasions.
Maity emphasised the importance of understanding customer needs and investing in R&D over large marketing campaigns.

The lines between lifestyle and activewear are increasingly blurring, noted sportswear brand Technosport CEO Puspen Maity in an interview with Fibre2Fashion. Unlike in the past, when casual clothing was often used for physical and sporting activities, customers are now more aware of the benefits of proper activewear.

Technosport is responding to this trend, making activewear suitable for the gym, work, and casual wear, Maity added. “Consumers want a mix of styling, fashion, comfort, and lifestyle in an activewear package,” he told F2F.

According to Maity, a brand’s success lies in understanding its customers’ needs and investing in research and development rather than large marketing campaigns.

“We are able to measure and improve the performance of our products using objective evaluation technology. Features such as moisture management, dry rate, anti-microbial, UV-protection, air permeability, etc make a difference in consumers’ lives,” Maity explained.

Click here to read the full interview.

ALCHEMPro News Desk (NB)

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