HOW ACTIVEWEAR & ATHLEISURE WILL BE DIFFERENT IN 2021
edited.com Athleisure in 2021 Industry Report
CONTENTS:
The rise of the comfort market 01
Communications are shifting 02
The landscape will evolve 04
New trends are emerging: 06 Womenswear
New trends are emerging: 09
Menswear
Retailers increase their eco 12 credentials
Elastic pricing 14
About us 15
Cover Image: Marks & Spencer Goodmove range edited.com Athleisure in 2021 Industry Report
THE RISE OF THE COMFORT MARKET
As many companies around the world ushered in a new era of video conferences and Zoom calls, the consumer's wardrobe shifted as well. Comfort remained the priority while the necessity to look put together was still top of mind.
We take a deep dive into the athleisure and activewear markets as new active collections land throughout the start of 2021 and comfort and casual apparel continue to be the driving force behind consumer purchases.
In the absence of a crystal ball, we call upon retailer communications, fabrics, sustainability and moves across the retail landscape to identify what you can expect from activewear in the coming year.
Image: Marks & Spencer Goodmove range
01 edited.com Athleisure in 2021 Industry Report
COMMUNICATIONS ARE SHIFTING
Needless to say, 2020 proved to be an unexpected year from start to finish. We reflect on some of the most significant changes in promotional messages across prominent activewear retailers.
Street to staying in at Nike
The retailer promoted streetwear-inspired looks with shots exploring cityscapes at the start of 2020. Fast-forward one year and emails are now focusing on versatile looks that "go beyond the couch."
Nike Email UK - Jan 1, 2020 / Nike Email US - Dec 30, 2020
02 edited.com Athleisure in 2021 Industry Report
Smart to sweat collections at Burton
Streetwear-inspired aesthetics were noted last year, including polos, logowear and smart tracksuits. The retailer employed a total change in strategy this year, leading with workout apparel as the hero message.
Wardrobe refresh to recharge at Fourlaps
The lead-in to 2020 saw the brand pushing a wardrobe swap spotlighting polo shirts and T- shirts good for work looks or performance workouts. That shifted to an emphasis on mental wellbeing and rest this year through yoga, hiking and relaxation.
Images: Burton Email UK - Jan 3, 2020 / Burton Email UK - Jan 4, 2021 Fourlaps Email US - Dec 28, 2019 / Fourlaps Email US - Dec 28, 2020 03 edited.com Athleisure in 2021 Industry Report
THE LANDSCAPE WILL EVOLVE
Marks & Spencer expands its Goodmove range
The launch of its activewear range back in January 2020 has proven extremely popular with women of all ages, with the retailer reporting that one in four M&S customers bought their activewear last year and that online sales were up 200% for the category. Its black Go Move Gym Leggings have been a best seller with 15,000 pairs sold. For 2021 the retailer is developing its collection, including launching its first flexifit sports bras.
The collection is also expanding to include both menswear and childrenswear, in a bid to launch activewear for the whole family. After many children were inspired by Joe Wick's "PE with Joe" initiative during lockdown, the retailer has launched a collection that focuses on value and caters to a range of activities, including dance and football.
As with womenswear, the menswear collection will focus on innovation and performance and is its most sustainable offering to date, with over 98% of products from the collection being made from sustainable materials.
Images: Marks & Spencer Goodmove range
04 edited.com Athleisure in 2021 Industry Report
Demand for genderless styles and athleisure grows
Almost a quarter of all unisex styles brought in by retailers were black, answering the high demand for this color proven by an even higher sellout rate. UK consumers purchased more autumnal greens and mustard yellows this time of year instead of the white and neutral palette retailers projected.
Tops made up 68% and 88% of arrivals during the period analyzed, in the UK and US respectively, with T-shirts comprising more than half of that category's newness.
Leading brands in the gender-neutral space like Telfar and Nicopanda have paved the way for names like Gucci and Uniqlo to break out of the binary world and create unisex collections. In addition, according to Phluid Project, 56% of Gen-Z consumers shop outside of their assigned gender.
We will continue to see more of these collaborations and launches as more retailers design for the genderless market and consumer demand for loungewear and activewear persists in 2021.
Images: Instagram - Riley Studio; Instagram - P.E Nation; Instagram - Collusion Studio
05 edited.com Athleisure in 2021 Industry Report
NEW TRENDS ARE EMERGING - WOMENSWEAR
Fabric - antibacterial
Searches for antibacterial fabrics skyrocketed due to the initial spread of the pandemic and we are experiencing a similar trend as the second wave takes place. Retailers are looking to technology and innovation to provide consumers a sense of comfort when purchasing products amid these trying times - antibacterial materials are resourced responsibly and help prevent the growth of bacteria that can build up during a workout.
Worldwide Google Search Trend: Antibacterial Fabric
06 edited.com Athleisure in 2021 Industry Report
Color - vibrant pink
Retailers are already incorporating pops of pink in their activewear assortments for 2021 - fuchsia tops, bottoms and sports bras all landed the first week of January. An email from Carbon38 promoted brights for 2021 including hot pink and messages of setting a positive tone for the year. Lululemon featured neon pink leggings in a January email encouraging customers to hit the ground running.
Icon Clash Women's Top Strong at Heart Bra Retailer: Nike (UK) Medium Support CD Brand: Nike Sportswear Cup GBP 31.95 Retailer: Lululemon (US) New in: 06 Jan 2021 Brand: Lululemon USD 68.00 New in: 06 Jan 2021
07 edited.com Athleisure in 2021 Industry Report
Silhouette - bodysuit
The bodysuit went from basic to viral across brands in 2020 with Beyoncé's visual album Black Is King cementing the style. This all-in-one is versatile, appropriate for workouts as well as lounging and is available at an opening price point. With long pant and sleeve options to sleeveless and bike short lengths, bodysuits work all year round - layer up in the colder months or wear alone in the spring and summer.
Catsuit Mocha Seamless Unitard Retailer: Carbon38 (US) Retailer: PrettyLittleThing Brand: Weworewhat (US) USD 118.00 Brand: PrettyLittleThing New in: 05 Jan 2021 USD 23.00 New in: 29 Dec 2020
08 edited.com Athleisure in 2021 Industry Report
NEW TRENDS ARE EMERGING - MENSWEAR
Fabric - weather resistant
Materials that hold up in any type of weather will be essential in 2021 as a return to gyms is highly unlikely in the first half of the year for most consumers. From a brisk walk to running outdoors, water-resistant materials and warmth will be key, especially in early Spring.
The majority of brands have their own proprietary tech fabrics and language used to communicate these benefits is crucial. Furthermore, reflective materials are also experiencing growth in apparel and footwear for safety purposes. This aids in both running and biking, and should be used on taping details, logos and headwear for easy incorporation.
Under Armour Email UK - Jan 4, 2021
09 edited.com Athleisure in 2021 Industry Report
Activity - yoga
After gyms and fitness studios shuttered during lockdown, there was an emphasis put on alternative ways to remain active. Now in a new year, and with temperatures dropping, consumers are reminded that it's ok to slow down and ensure they're taking time to focus on mental health as well.
Yoga has been a growing activity in menswear for some time now, and 2021 will continue that trajectory. A sharp spike was noted in searches for the term in both the US and UK to close out 2020, and the timing favors those wishing to set intentions in the new year.
Similar to the success of Peloton over the past year, yoga brand Lululemon's MIRROR is poised to be the next biggest trend for at-home workouts. The device allows users access to yoga classes and other activities from home.
10 US vs. UK Google Search Trend: Yoga edited.com Athleisure in 2021 Industry Report
Color - shades of grey
The announcement of Ultimate Gray as one of the two colors to watch this year means big things ahead for the shade in apparel and activewear. Collections at retailers like boohooMAN are rooted in the grey, and Nike and adidas both have plans to launch some of their most successful sneaker models in monochrome colorways in 2021.
Loungewear favors the color as well, with co-ord sweatsuits a massive trend in the back half of 2020. As the lines between performance and loungewear continue to blur, it will be more important than ever to offer a versatile product he can wear during a workout or relaxing at home.
Image: boohooMAN Email UK - Dec 26, 2020
11 edited.com Athleisure in 2021 Industry Report
RETAILERS INCREASE THEIR ECO CREDENTIALS
As eco efforts become increasingly imperative in the active market and consumers want greater transparency, styles boasting such fabrics will only create a stronger positioning and engagement with customers.
Recycled materials account for 90% of eco options
Sports bras with sustainable keywords have uplifted by 7% YoY due to increased investment in environmentally- friendly materials from the likes of H&M, adidas and Marks & Spencer.
Analyzing a selection of sustainable keywords, recycled remains the top focus for eco fabrics. The likes of New Balance, Nike, Puma and adidas all list recycled polyester in their care descriptions, while Missguided's latest drop is crafted from 100% recycled fabric. H&M and & Other Stories' designs contain recycled polyamide.
Outside of recycled fabrics, Sweaty Betty is the only brand to utilize bamboo. Its mindful styles feature a bamboo fabric with antibacterial properties. Free People and Hush are the sole retailers to list Econyl in descriptions, with the former using Econyl fabric created from pre-consumer scraps and discarded water bottles. Clearly calling out specific sustainable materials will resonate well with consumers and enhance the credentials of the product.
Image: Recycled Stone MSGD Seamless Sports Bra, Missguided (UK)
12 edited.com Athleisure in 2021 Industry Report
Recent developments in the activewear market
Adidas has pledged that in 2021 more than 60% of its lines will be produced from sustainable materials. The retailer is only using recycled polyester from 2024 onward as part of its objective to help end plastic waste.
All the sports bras in Hush's new fitness range are crafted from 78% ECONYL® recycled polyamide, described as a sustainable techno-fabric in its accompanying campaign.
Girlfriend Collective, known for its responsibly produced activewear, has newly launched on Net-a-Porter. It stocks the label's bras comprised of a stretch fabric derived from recycled plastic bottles and eco-friendly dyes.
Marks & Spencer has expanded its Goodmove collection and is its most eco-friendly offering to date, with over 98% of products made from sustainable materials.
Image: Mindful Seamless Bamboo Yoga Bra, Sweaty Betty (UK)
13 edited.com Athleisure in 2021 Industry Report
ELASTIC PRICING
In August, we reported that major US sports retailers showed an average price decline of 3% compared to six months earlier when the pandemic broke out.
The pattern of average selling prices in the US continues to trend down across almost all core activewear styles in 2020 becoming more accessible during these times of uncertainty. This continued into 2021 across the majority of categories. Currently, tank tops are 4% cheaper than a year ago, while outerwear is 6% and performance sneakers are 7%. Essentials like leggings and sports bras are the place prices are rising.
Analyzing the average price points across categories can help retailers plan upcoming ranges and ensure their new season launches aligns with market shifts.
14 edited.com Athleisure in 2021 Industry Report
ABOUT US
Retail buyers, planners and merchandisers use EDITED every day to drive higher margins, increase sales and react faster to market trends.
We track data on over 2.5 billion+ SKUs and add more than half a million per week, giving you a competitive advantage by increasing your speed to market. Our Market Intelligence Platform uses AI to optimize buying and merchandising decisions, ensuring you get your product and pricing right every time.
edited.com/demo
15 edited.com