Winter wear sales pick up after warm November slows start

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Subscribe to enjoy similar stories. New Delhi: A surprisingly warm November led to a slow start to winter apparel sales, but a steady dip in temperature recently has boosted demand, bringing relief to retailers. Unpredictable weather patterns continue to pose challenges for inventory management, as retailers in North India now face shorter, but more intense winter seasons.

To be sure, apparel sales have been reporting some softness, as consumers spend on other goods and experiences. Sales of apparel grew 5% year-on-year in September, data shared by Retailers Association of India (RAI) showed. Overall retail sales rose 5% following a “lacklustre" growth from April to September, according to the RAI data.

Consumers are willing to spend where they see value and spend selectively. “The last few days of winter have been okay from a buying perspective. Fashion retailers and brands are becoming smarter about how they manage inventory, how they look at weather patterns, etc.

We are part of that ecosystem. The last 10 days I think have been better compared to November," Nandita Sinha, CEO, Myntra, told Mint. North India experienced its warmest November on record in 2023, with average temperatures exceeding 20 degrees Celsius for the first time since 1901, per data released by the India Meteorological Department (IMD) early December.

India is likely to see above-average temperatures during the winter season, that is from December to February, IMD said. "The warmest November on record in North India underscores the growing challenge for Indian retailers to adapt to erratic weather patterns. Traditional winter inventory planning is no longer sufficient, as consumer demand shifts towards lighter, versatile apparel rather than heavy