Instagram transformed a sporty trend into a holistic lifestyle. It delivered loads of selfie-ready, kinetic details featured in celebrity “behind the scenes” like contexts. Numerous celebrities and fitness influencers started to mix and match leggings with non-sportswear to make their outfits more versatile, which in turn, motivated their millions of followers to adopt a more laid-back appearance. On social media, these celebrities disclose every aspect of their daily life and sponsor athleisure brands. American brand Fabletics recruits an impressive number of influencers and celebrities to promote their products, including anyone from Maddie Zeigler to Madelaine Petsch.
Indie activewear brands have emerged as authentic and inclusive alternatives to traditional athletic brands. These Digitally Native Vertical Brands (DNVBs) prioritize client-centric designs, revamped merchandising strategies, and expanded offerings. Unlike their counterparts, they eschew extensive advertising and celebrity endorsements, focusing on building authentic connections with their customers.
These indie brands have embraced diversity by celebrating real women’s bodies, fostering a sense of relatability, and establishing themselves as lifestyle brands. This approach has propelled them to success in a competitive market.
Innovation in athleisure extends to product segmentation. Lululemon, for instance, categorizes its yoga pants based on their intended purpose, such as “hugged,” “naked,” “relaxed,” “tight,” and “held-in.” This tailored approach enhances the customer’s journey.
Sweaty Betty, a British brand, addresses the issue of shapeless sportswear with its figure-sculpting leggings and athleisure offerings. The brand focuses on understated tonal colors like black, grey, or navy and employs high-quality materials.
Kristin Hildebrand, the former Women’s Creative Concept Director at Nike, successfully launched Wone, a premium athleisure brand known for its innovative fabric. Wone’s fabric is 35% lighter, dries 75% faster, and endures 50,000 washes, setting it apart from competitors. Exclusivity is a key aspect, as customers must apply for membership to purchase products.
DAY/WON, founded by body-positive model Candice Huffine, is committed to size-inclusive athleisure. The brand offers clothing for women of all shapes and sizes, ranging from 0 to 32.
Sustainability is at the core of Boody’s athleisure offerings. The brand uses organic bamboo from China, treating it with water and avoiding pesticides. This eco-friendly approach results in durable and sustainable fabrics.
Marshal Cohen, NPD Group’s chief industry advisor of retail, emphasizes the enduring appeal of athleisure. The combination of comfort, functionality, and fashion makes it challenging to revert to traditional clothing on a regular basis.
With the power of AI and social media analysis, fashion brands can embrace the athleisure trend and cater to their clients’ desires by understanding the nuances of this evolving lifestyle.
Key takeaways:
- Athleisure combines athletic wear with everyday fashion.
- The athleisure sector has seen substantial growth and is expected to reach over $250 billion by 2026.
- Technological advancements, sporty aesthetics, and the body-positive movement have contributed to athleisure’s success.
The athleisure trend has transformed the world of fashion by seamlessly blending athletic apparel with everyday wear. This trend, which began as a way to bridge the gap between comfort and style, has now extended to premium and luxury brands. Notably, indie brands like Alo Yoga, Vuori Clothing, and Epoque Evolution are disrupting traditional distribution models and carving out their niche in this segment.
Athleisure is not just a fashion trend; it embodies a lifestyle that emphasizes both health and wellness. Its remarkable growth is evident from the statistics: the athleisure market was valued at $155.2 billion in 2018 and is projected to reach $257.1 billion by 2026. Major brands, from Nike to Primark to Eres, have introduced athleisure lines, recognizing its immense market potential.
The term “athleisure” itself is a blend of “athletic” and “leisure,” signifying a shift in how we perceive clothing. It represents a departure from compartmentalized sportswear, offering versatile, everyday outfits that can instantly elevate one’s appearance. This fusion of fashion and function has not only given sportswear newfound credibility but has also brought functionality to fashion. Features like moisture-wicking capabilities, odor resistance, and stretch textures have become common in everyday clothing.
The success of athleisure can be attributed to several long-term trends. Technological innovations have improved the flexibility, durability, and washability of synthetic fibers like spandex. The rise of fitness-consciousness has made sporty apparel a symbol of “conspicuous consumption.” Additionally, athletic-casual wear has gained acceptance in various social settings, including the workplace.
Lululemon, with its Boogie Pants in 1998, pioneered athleisure wear for women and remains a key player in the industry. While athleisure only entered the Merriam-Webster dictionary in 2016, its origins can be traced back to a 1970s advertisement. The 1980s witnessed the rise of health-conscious glamazons, popularized by icons like Christie Brinkley, Olivia Newton-John, and Jane Fonda. This era saw the emergence of neon leotards and leg warmers both inside and outside the gym. Sportswear brands began enhancing clothing quality with synthetic fibers to improve athletic performance.
The athleisure movement gained prominence in 2016 when influential figures like Beyoncé and Rihanna partnered with brands like Puma and Topshop, using Instagram as a runway to commercial success. Today, Beyoncé’s Ivy Park athleisure brand is a social media powerhouse, alongside other influencer and celebrity-backed brands such as Fabletics and Doyoueven.
Instagram has played a pivotal role in transforming athleisure from a mere trend into a comprehensive lifestyle. The platform has inundated users with visually appealing and action-packed content, giving them a behind-the-scenes look at the lives of celebrities and fitness influencers. This exposure has motivated millions of followers to adopt a more relaxed and versatile appearance.
Notably, celebrities and influencers have taken athleisure to new heights by seamlessly blending leggings with non-sportswear items, creating outfits that resonate with their audience. Athleisure brands, such as Fabletics, have leveraged this trend by partnering with a multitude of influencers and celebrities, from Maddie Zeigler to Madelaine Petsch.
Indie activewear brands have emerged as authentic and inclusive alternatives to traditional athletic brands. These Digitally Native Vertical Brands (DNVBs) prioritize client-centric designs, revamped merchandising strategies, and expanded offerings. Unlike their counterparts, they eschew extensive advertising and celebrity endorsements, focusing on building authentic connections with their customers.
These indie brands have embraced diversity by celebrating real women’s bodies, fostering a sense of relatability, and establishing themselves as lifestyle brands. This approach has propelled them to success in a competitive market.
Innovation in athleisure extends to product segmentation. Lululemon, for instance, categorizes its yoga pants based on their intended purpose, such as “hugged,” “naked,” “relaxed,” “tight,” and “held-in.” This tailored approach enhances the customer’s journey.
Sweaty Betty, a British brand, addresses the issue of shapeless sportswear with its figure-sculpting leggings and athleisure offerings. The brand focuses on understated tonal colors like black, grey, or navy and employs high-quality materials.
Kristin Hildebrand, the former Women’s Creative Concept Director at Nike, successfully launched Wone, a premium athleisure brand known for its innovative fabric. Wone’s fabric is 35% lighter, dries 75% faster, and endures 50,000 washes, setting it apart from competitors. Exclusivity is a key aspect, as customers must apply for membership to purchase products.
DAY/WON, founded by body-positive model Candice Huffine, is committed to size-inclusive athleisure. The brand offers clothing for women of all shapes and sizes, ranging from 0 to 32.
Sustainability is at the core of Boody’s athleisure offerings. The brand uses organic bamboo from China, treating it with water and avoiding pesticides. This eco-friendly approach results in durable and sustainable fabrics.
Marshal Cohen, NPD Group’s chief industry advisor of retail, emphasizes the enduring appeal of athleisure. The combination of comfort, functionality, and fashion makes it challenging to revert to traditional clothing on a regular basis.
With the power of AI and social media analysis, fashion brands can embrace the athleisure trend and cater to their clients’ desires by understanding the nuances of this evolving lifestyle.
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