The Rise Of Athletic Wear In The Fashion Industry

The sportswear sector will undoubtedly prosper in 2021 as customers continue to exercise and look for solace at home.

Despite last year’s difficulties in the fashion sector, it appears that sportswear and athleisure brands have never been more successful. Leggings, sweatpants, and loungewear have fast evolved into essential components of our professional wardrobes as the majority of business meetings now take place at home in front of a notepad. The market for sports gear in the United States was estimated to be worth $105.1 billion in 2020 and is projected to grow to $113.4 billion in 2021, per Statista.

Athleisure orders have increased by 84 percent since the pandemic began, according to True Fit’s Fashion Genome (via Direct Commerce), which examines data from 17,000 brands and 180 million True Fit users. In the U.K. alone, sales of women’s athleisure bottoms were five times higher in December 2020 than they were in April 2020. Additionally, sales of men’s athletic wear orders were 20 percent higher than in 2019. Target, an American retailer, reportedly achieved $1 billion in sales for its recently introduced All in Motion athletic range. By 2024, the market research firm Allied Market Research projects that the worldwide activewear market will be worth close to $547 billion.

Athletes like Serena Williams and Ronaldo, who are well-known outside of tennis courts and stadiums, have emerged as some of the new role models for the active, healthy lifestyle that many people are eager to adopt. As influencers, brands frequently collaborate directly with certain athletes. Many sportsmen are able to provide high-quality material that gives buyers the impression that products are relevant.

Athleisure companies have gotten more creative and developed on-demand offerings to deliver yoga, fitness, and wellness sessions to their customers’ homes and create new communities for like-minded fans. Examples include Lululemon (with its yoga videos) and Alo Yoga (with its Alo Moves service).

All of this, in our opinion, will play a crucial role in guiding the strategy that companies will need to implement in order to address the new reality and wants of their target audiences. We’ve come to realise that people prefer brands that align with their personal values, as shown in a 2020 IBM analysis. Many customers now expect firms to engage in the conversation and speak out on social and political concerns, rather than just producing useful or even visually pleasing products. More than ever, marketers ought to think about incorporating social activism into their core values.

More significantly, companies must utilise the appropriate voice for the appropriate channel in order to ensure that their message reaches the appropriate audience. This entails being very specific about the channels they choose, in addition to picking relevant influencers and media sources to partner with. Additionally, brands need to be more aware of connecting with audiences through channels that are relevant to their geographic location, like Chinese social media sites Douyin or Weibo. To improve brand effectiveness, it’s essential to make sure your brand understands how to communicate with local consumers.

While authenticity is key, Paras And Paris lets customers participate in our brand story because narratives and storytelling are crucial for our brand. We believe, a long-lasting relationship between the brand and the customer can be established by connecting with the brand and its values.

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