ATHLEISURE: HERE TO STAY?

For the last few years, sportswear has been a continually growing market. According to a 2019 Mintel report, it is expected that the market will grow annually by 5.4% until 2023. Sportswear has become a hugely saturated marketplace, with new sportswear brands practically popping up on every corner.

The sportswear market has partially grown due to the rise of the athleisure trend. Brewer says “turning performance wear into everyday wear, athleisure is blurring the lines between the clothes you’d wear to the gym and those you’d wear to lunch”. Athleisure has created a new element of functionality and fashionability to sportswear apparel, increasing the amount of consumers who want to buy sportswear.

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Brands such as Lululemon, Lorna Jane and Sweaty Betty have become aware of the athleisure trend and have implemented the multi-functional purpose of sportswear clothing into their marketing strategies and in-store experiences. For example, Lululemon offers a bespoke and complimentary two-hour experience (The Suite) exclusively at their Regent Street store in London, where their expert team matches products that suit the consumers lifestyle and schedule.

Lorna Jane has taken a similar approach, selling diaries and planners which provide 12 week challenges broken down into daily plans. The planners help consumers to track their progress in what they eat and how they exercise, and provides them with inspiration to keep going.

There are also brands that have been set up to specifically cater to the athleisure trend. Alo Yoga launched in 2007 and was founded on the principle that their clothing could be worn from the studio to the street, making it easily wearable anywhere. The brand creates such trend forward pieces, that they have a cult celebrity following, and have been worn by the likes of Jennifer Garner, Taylor Swift and Kendall Jenner.

This trend shows no signs of slowing down, especially during the coronavirus pandemic. Consumers are choosing to buy sportswear that is comfortable to wear at home and yet still looks stylish when going out for their weekly food shop.

In addition, consumers are shifting towards healthier lifestyles, influenced by health and fitness influencers on social media and by new wearable technology such as the Apple Watch, Fitbit and Garmin watch, where consumers can track their fitness and create fitness goals. This has created a higher demand for sportswear used for exercising purposes.

Watch out for my shopping page, where you will be able to shop the athleisure trend from brands such as Alo Yoga, Nike and Gymshark. Do you have a favourite sportswear brand you want included on the shopping page? Follow me on Instagram- @chloesuze as this is where I carry out my polls and ask questions on what you want included!

*Disclaimer- Photos are not my own and are sourced from Pinterest/Google Images.