New Delhi, June 21 -- Apparel retailers that have advanced their summer sales this year in response to months of sluggish demand have stumbled upon some interesting insights. For one, evolving consumer behaviour has left them competing not just with other retailers but with entirely unrelated sectors.

Retailers are also striving to be nimbler to keep shoppers engaged, and hoping that the government's moves to boost consumption revives demand by the festive season towards the end of the year.

"Several leading brands, including H&M, Marks & Spencer, and RBL, have already kicked off their sales from mid-June," said Pushpa Bector, senior executive director and business head, DLF Retail, which operates malls in the Delhi-National Capital Reg...