44 pages, Feb 2017
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Athleisure has arguably been the defining trend of this decade, fuelled by consumers’ growing desire to prioritise wellbeing and adopt garments that provide a seamless transition from multiple daily activities. As a result, athleisure is not dwindling, but evolving; sportswear continues to outpace the overall apparel and footwear industry and consumers are increasingly demanding the technical functionalities that they have become accustomed to in sportswear throughout their entire wardrobe.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
The proliferation of athleisure has greatly benefited the sportswear market which is expected to continue to outpace the overall apparel and footwear industry to 2021. Rather than dwindling, the trend is evolving across all apparel and footwear categories as the technical attributes of sportswear merge with the aesthetics of fashion.
The fundamental drivers behind the proliferation of athleisure are showing no signs of slowing down. Health and wellness remains a priority for consumers, while urbanisation leads to lifestyle shifts and social media advocates health as the new sexy, fuelling investment in activewear.
Athleisure has influenced multiple industries from apparel and footwear to sports nutrition. In the wake of healthy lifestyles, consumers are seeking products that affirm their identity as an active individual such as wearable electronics. As exercise becomes a social activity, industries such as beauty are also set to benefit.
Sportswear continues to lead the way in terms of design innovation. Collaborations with high-profile designers are picking up and brands continue to seek new ways to cater to consumers both inside and outside the gym.
Having spent the past few years wearing sportswear on a regular basis, consumers have become accustomed to stretchy materials and technical functionalities which will continue to influence purchase decisions in the future as consumers demand more from their clothing, prioritising performance.
The ongoing shift towards performance in apparel and footwear, may leave fashion brands that focus on aesthetics over functionality vulnerable, as technical brands gain popularity among consumers.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.