Retail's Paths to Athleisure

Retail’s Paths to Athleisure By Greg Petro for TotalRetail November 27, 2015 onsumers are including Tory wearing tennis shoes and getting comfy. Burch’s Tory Sport label. yoga pants to meetings, Over the past few something that disgusts C years, we’ve seen “Project Runway” mentor a shift in how consumers With more entrants Tim Gunn. dress for both work and making their way into the play. From casual tennis market, how can your shoes and T-shirts at brand stand out? And will Further fueling this work to yoga pants at the it be worth your time and comfortable business local watering hole, investment? attire trend, athleisure fitness wear is moving apparel has become more fashion-forward with beyond the gym and Why You Should Invest hitting the streets. elevated designs and in Athleisure: New expanded dress-up or Revenue Opportunities dress-down capabilities. According to NPD Group, Athleisure’s rise is largely For instance, Alexander “athleisure” clothing sales connected to fitness- Wang graced shoppers generated almost $35 conscious consumers with suits and dresses billion last year, which who integrate athletics that fit every athleisure reflected 17 percent of into their everyday need, and several lines the entire American lifestyle. Activewear offer anything from stylish clothing market. Men, encourages a more active jackets and vests to women and children alike lifestyle. As more staples like tees and are buying into athleisure consumers started tanks. apparel, and brands are purchasing activewear, acting fast to give they came to love the consumers what they versatility and comfort of It isn’t just clothing that’s want. And it’s not just this new clothing style. seen increased demand traditional fitness clothing from the style trend. brands Athletic accessories are Now, almost half of the also rising in demand, like Nike and lululemon th people who buy at are taking advantage of and NPD noted that bag activewear say it’s not for sales, especially sport the athleisure trend. athletic purposes. This Recently during New York equipment bags and trend is sustained by handbags, rose 35 Fashion Week, many business cultures high-style brands made percent among men last becoming more casual. year. their athleisure debut, It’s increasingly common to see people 1 Retail’s Paths to Athleisure By Greg Petro for TotalRetail November 27, 2015 3 Paths to Capture the product. Many celebrities Some customers prefer Athleisure Market have embraced athleisure the accessibility of lower- Companies can take a as a lifestyle and want to priced items, and few different approaches share their take by sometimes buying an in entering the athleisure designing their own lines, entire outfit for $25 is market. For such as Carrie pretty hard to pass example, Dick’s Sporting Underwood’s Calia by up. However, some low- Goods opened Chelsea Carrie, with Dick’s price options, like the Collective, and New Sporting Goods. It isn’t Fabletics subscription Balance launched NB just a gimmick to drive model, may come Women, both brands sales; it’s a legitimate with hidden drawbacks. aimed at female partnership. As the Additionally, bundling consumers. These celebrity lines mature, the multiple item types into a offerings were ground-up market will decide who deal helps to expose the ventures, starting from the winners and losers will customer to a wider range scratch to tailor items for be, and that will take of offerings. And yet other a specific group of more than simple name customers would rather shoppers that may or may recognition. pay for the designer label, not already be loyal to the even if it brand. means sacrificing overall For any of the three comfort, quality or options above, price will modesty. Other retailers simply always weigh in heavily as revamped their classics. more brands enter the For instance, American arena — and the price The bottom line to be Eagle Outfitters debuted range is already very successful in athleisure: its Flex denim, and Levi’s wide. Kate Hudson’s appeal to consumers’ is adding some stretchin a Fabletics line offers always-on-the-go new line of jeans. your first outfit for only lifestyles. Designing $25, while lululemon products that optimize leverages its brand quality, style and price is A third route retailers have recognition to keep prices a sound formula for taken to help gain well north of $75, and success. adoption is partnering some designer brands sell with celebrities, but this is leggings for $400. far different from the traditional promotional method of putting a Pricing has always been a celebrity’s face next to a differentiator for retailers. 2 .

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