Despite malls witnessing an uptick in footfalls during the Christmas weekend, consumption across apparel category remained muted. 

Apparel retailers witnessed a subdued demand during the October-November festive season as consumers continued to spend with caution. While demand surged during Christmas, the weakness in consumption spilled into December. 

This year, consumers seem to have directed their spending to other essential categories. However, this may normalise next year, says Rajneesh Mahajan, CEO, Inorbit Malls.

Footfall in malls remained below expectations at 12 per cent of last year, notes Pushpa Bector, Senior executive Director, Head - Luxury and Shopping Malls, DLF Retail. Brands declared early discounts on account of weak winters which helped boost sales. The company expects sales to grow by over 15 per cent this year, she adds. 

To boost demand, brands pre-poned their end-of-season sales. The like-to-like sales of a few companies stablised. However, conversion on apparel remained low compared to previous years, adds Akhil Jain, Executive Director, Jain Amar, which retails a women’s fashion brand Madame.

Demand for fashion and gadgets remained strong, says Jayen Naik, CEO, Nexus Select Trust, the operator of portfolio of premium malls. The retailer recovered almost 130 per cent of its revenues before holidays. It expects fashion, jewelry, and gadgets to perform strongly this holiday season.