Globally consumers are increasing physical activity, additionally they want comfortable and fashionable apparel. And activewear perfectly fits the bill. Which is why amid the global COVID-19 pandemic activewear sales increasing. In fact, the global activewear market is now predicted to be worth approximately US$547 billion by 2024, according to Allied Market Research.
Capitalizing on that, fashion brands are getting active, keen to tap into the growing activewear and athleisure markets. A numerous retailers and brands are eager to explore into the rising activewear and athleisure markets.
American Eagle Outfitters’ Offline by Aerie activewear line, Target’s All in Motion women’s activewear and H&M’s Cos activewear collection, have all launched within the last year alone.
A little costlier activewear collections have been introduced from the likes of fashion influencer Danielle Bernstein, Gwyneth Paltrow and Ultracor x Christian Lacroix.
There are also fan favorites, like Fabletics, Alo Yoga, P.E. Nation, Free People’s FP Movement and Outdoor Voices, all of which have doubled down on their efforts to bolster their activewear categories.
But all of these brands still have to vie with athletic giants like Nike, Lululemon and Adidas, and the question arises whether these lesser brands will be able to hold their own.
“The sheer number of established brands in the activewear space requires new players to have a differentiated offer to cut through the noise,” said Kayla Marci, market analyst at Edited, a retail market intelligence company.
“Having the lowest price isn’t always the determining factor in a collection’s success, particularly within the activewear market where brands such as Lululemon have continued to excel by offering a higher-than-average price point that doesn’t budge during discount periods,” Marci added.
What will potentially appeal customers, however, are performance features, such as wrinkle-resistant and antimicrobial properties, fabrics that gives UV protection or sweat-wicking garments.
Niche players, like D+K Active, offer maternity activewear options, while indie start-up Zise offers performance wear that doubles as dancewear.
It is brands that make people’s lives easier. In order to appeal consumers’ attention, the focus has been on comfort. There is even prospect for companies and brands to increase beyond just activewear while still focusing on comfort.
