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Abstract ATHLEISURE ISSN 2319-684X ATHLEISURE: A NEW CATEGORY EMERGES Dr. Swati Singh Abstract Over the last couple of years, a new trend that has taken the apparel and accessory market by storm is - Athleisure. A fusion of two ends of the spectrum, athletics and leisure, the trend successfully balances form with functionality and comfort with 'chik'. The Athleisure market worth $97 billion worldwide comprises of wide array of players ranging from Lululemon, Yogasmoga to traditional sportswear giants Nike, Puma & Adidas as well as luxury marketers like Louis Vuitton, H&M, Gap & Dior. Changing lifestyles across the globe that stress on looking good at the same time being comfortable have fueled the trend worldwide, at the same time cultural shifts in workplace dressing brought about by new companies particularly the startups also made sneakers and sweat pants the ideal office wear. The trend is so ubiquitous that the word 'Athleisure' has been included in the year 2016's update of the Merriam – Webster dictionary. According to New York Times, Athleisure will be defined as ‘casual clothing designed to be worn both for exercising and general use". This case attempts to study the emergence and growth of 'Athleisure' as a category as well as the strategies of various players to ride this trend. Keywords: Apparel & Accessory and Athletic and Leiswe, Athleisure. Introduction switching outfits to suit an occasion. adopted by millennials as well as Gen Z Moreover, relatability of the athleisure providing them clothing that is We are surrounded by fascinating concept has ensured its acceptability by functional and at the same time apt for fusions and technological a larger segment of society and hence street wear. advancements. Whether its health or creating its international appeal. The lifestyle – technology has intermingled trend makes great sense monetarily for Major Players into the various elements of our lives marketers as more and more people with resulting in the emergence of a new no inclination towards sports are also As society is getting more fitness category “Athleisure”. With roots in buying athleisure gear. This all- conscious, the athleisure trend has two polar opposites, athletics and leisure encompassing trendy, transitional active provided consumers with a perfect this new trend has taken the world by wear clothing for non-active users as solution to their dressing up woes. The storm. It was the athletic track pant that well includes athletic inspired leisure relatability of the trend allows its actually propelled the fad, as people wear – leggings, sweatshirts, jerseys and acceptance with a wider section of began wearing the comfortable fabric to jackets made of wrinkle free, breathable society across the globe. Another trend movies, spas and even to work. So much and innovative fabrics, that have given that has fuelled the growth of this so that the yoga pants have become the workout gear a stylish twist. In a Survey category has been the wide acceptance ‘new jeans’. With fitness becoming a conducted by digital agency Deep of yoga across the globe. Over 200 way of life, fitness gear that was Focus’ Cassandra Report (2015) on million people around the world practice previously limited to gyms has now health and wellness in the US with a yoga, going by these estimates the made inroads into other settings. The sample size of 1700, over one third of market for yoga apparel is the US alone growing preference for clothes that millennial’s admitted to reducing their is more than $26 billion (2016), while provide a feel of luxury and at the same expenditure so that they could spend the world market for yoga is about $60 time have performance attributes that more on health related purchases. billion 2. It is no wonder that a number support an active lifestyle has further Around 46% of women in the age group of companies both old and new are fueled the growth of the athleisure 19-34 years revealed that they have attempting to mint this opportunity. category. The high tech moisture – become more interested in athleisure Vancouver based Lulu Lemon is the absorbing performance fabrics allow the wear in last few years1. Across the market leader in the leisure cum wearer to multi task without the need for globe the athleisure trend has been sportswear category followed by PrAna, Associate Professor, Bharatiya Vidya Bhavan’s Usha Lakshmi Mittal Institute of Management, New Delhi ABS International Journal of Management Yoga Shmoga, GAP Athleta, Nike, poised to take full advantage of the for Ariel & Downy to explore Reebok etc. trend 5. Yogasmoga: Yogasmoga started popularity of the athleisure trend operation in the year 2013 in USA, revealed the following: Lululemon: Vancuver (Canada) based selling yoga gear online. The company Lululemon has been the first mover in has expanded to include 12 brick and a) Nearly 71% consumers considered athleaiure category. Founded in 1998 by mortar stores and plans to increase active inspired clothes as part of Dennis J. “Chip” Wilson, it reported number. Yogasmoga’s shirts and pants their ‘normal’ everyday clothes. overall sales of $453 million in 2015 up are made from high end fabric called b) Over 27% said that leggings were 16% from the previous year. Unlike its Aurum which is a blend of Lycra and their most favored clothing for daily counterparts Lululemon has attempted Supplex. The company has its wear. to change the way pants are sold, rather manufacturing facility in United States c) Many wear active inspired gear to than traditional sizing it retails pants in which allows it to respond to changing run errands (56%), while travelling categories like ‘hugged’, ‘relaxed’, trends in real time. The company has (47%), shopping (41%) and even ‘tight’ and ‘held’. Each style serves a also developed a unique Carbon 6 black while going out for dinner (16%). specific purpose in the consumer’s life dye for pants to improve quality of its from fitness to casual wear 3. Nike: products. The company claims it is Trends like athleisure have introduced Among the traditional sportswear committed to social causes, it has set up fabrics like knitted, polyester, lycra etc manufactures it is Nike that is leading a non-profit organization that finances to the laundry load. P&G saw the charge to gain maximum traction women’s health, education and considerable opportunity for its fabric from the ‘athleisure’ trend. It is locked microfinance projects in India.7 care brands Ariel and Downy with the in heated battle with Lululemon and emergence of this category. The Under Armour in this fashion forward The wide success of the ‘athleisure’ company launched Ariel advanced clean category that can be worn both to the trend has also attracted luxury brands formulation to provide clothing care for office and gym with equal ease. Sales in like Dior, Louis Vouitton, Givenchy and natural and synthetic fiber mixes in apparel, footwear and accessories have Alexander McQueen. These luxe brands athleisure wear.9 seen year on year increase largely due to have given the gym staple a more the active wear segment. Women in designer look mixing fabrics merging Levis- Feeling the Heat particular have taken to fashionable patterns and playing with texture. One of the brands that has suffered the active wear with great enthusiasm. This Retailing at $1,150 and $550 most with the advent of the athleisure has been one of the important reasons respectively, brands like Brunello category is Levi’s. The brand that is fuelling Nike’s continued expansion of Cucinelli and Donna Karan have even practically synonymous with jeans has athleisure offerings, the company’s launched designer cashmere leggings. faced stiff competition from numerous stated goal is to increase sales to women Dior launched beaded jumpsuits and avenues the latest salvo coming from and it hopes to reach $7 billion in dresses with slip on Velcro sneakers athleisure. This is evidenced by rise in women’s apparel sales by 2017, a 40% bejeweled with embroidery and colorful the number of people who now are increase from current levels. Nike paid rubber soles. Chanel’s Karl Lagerfeld comfortable wearing leggings or yoga attention to the growing trend for many introduced chiffon wrapped couture pants anywhere. Compared to denims, years developing successful products sneakers, with athletic soles and leggings are cheaper more versatile and like Flyknit sneaker, therms sphere max embroidered with lace, pearl and tweed, comfortable to wear. Lower prices have that comes with a men’s hoodie, men’s all embodying a sense of comfort and also encouraged purchase of leggings, pant and women’s training vest 4. Nike freedom a sign of these times and the while a jeans costs at least $40 or more, also created a digital marketing women that live in it. 8 a pair of leggings may cost as little as campaign “#BetterForIt” that featured $10. While cheap leggings will always everyday women as opposed to models Taking care of Athleisure gear fit, cheap denim will not fit as well. or professional athletes. Its online Levi’s reported a 2 per cent drop in community comprising of 70 million Experts believe that athleisure will be sales globally in 2014, the company also women has given the company a one of the fastest growing segments by declared it would cut 800 jobs. 10 sizeable audience to pitch its athleisure 2020, many marketers now believe that Women are increasingly preferring products. Nike conducts round table more than a trend it is a cultural and more elastic jeans, Levi’s attempted to discussions with athletes to gain better lifestyle shift reflected by obsession for gain back some lost ground in 2015 with understanding of their requirements and healthier lifestyles and well-being.
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