Many firms have prospered off the fashion trend that is known as Athleisure.
But is athleisure on the demise?
Athleisure was the term popularized in 2014 as a fashion trend focusing on stylish, athletic, yet comfortable clothes.
Once known as sportswear, athleisure clothing began hitting the runways in 2013 and 2014 from brands like Alexander Wang.
Some have cited the trend of athleisure to be due to the rise of physical activity. Others have cited it as a reaction to previous over the top fashion trends.
Some even cite it to be a social media trend. The lifestyle that is athleisure is often documented on Instagram and Pinterest as an aspiration. The more brand name the better.
Whatever the root of it, the athleisure industry has boomed over the past few years.
From 2013 to 2014, the NPD Group noted a $2 billion sales growth of clothing and shoes. It is estimated that this increase was due to the interest and inspiration of the athleisure trend.
Morgan Stanley is estimating that by the year 2020, activewear will represent a $20 billion industry.
Brands like Lululemon, are one of the athleisure industries biggest niche brands that boasts the premium pricing. Worn as a status symbol, Lululemon leggings can run it’s consumers $100 a pop. Despite this people are shopping there as they are up for the month of November 2016.
Not everyone is convinced however, an August 2016 article from New York Magazine believes the trend is on it’s way out.
Comparing athleisure to the likes of auto-tune music of the early 2000’s, overtime audiences will grow tired.
Only time will tell if this trend will persist and change fashion for years to come or if it is a fad.
As marketers, keeping on the pulse of the trend is important but being aware of potential market shifts is key to avoiding potential financial pitfalls.
#BeautyCopter 