TREND IDENTIFIED ATHLEISURE

When identifying a trend, one must use both primary and secondary research to determine a relevant and growing trend. Through observation, interviews and literary research it is prominent that the athleisure trend has been a staple in the past couple of years and is predicted only to grow. The demand for the athleisure trend surged 17% in 2017 to $9.6 billion in sales while performance categories declined by 10% to $7.4 billion in the last two years (Cheng, A., 2018).

Merriam Webster defines athleisure as “casual clothing designed to be worn for both exercising and general use.” (Cheng, A., 2018). In recent years, society has become very focused on nutrition and fitness. This sudden surge of interest and celebrity influence has made athleisure; a hybrid between business casual and athletic wear (Green, D., 2017).

The athleisure trend combines two trends that have both dominated clothing in a versatile way. Comfort is clearly important to the modern-day consumer and athleisure gives that consumer perfect versatility and comfort that those two trends could not do on their own (Green, D., 2017).

Athleisure is seen on people everywhere. Consumers are signifying that health and wellness matter to them. Celebrities such as Beyoncé, are collaborating with brands to take on the trend. “We believe that fitness doesn’t have to be defined by performance” says Outdoor Voices and designers are teaming up with sports brands to create clothes that InStyle describes as “après sport” (Kasriel-Alexander, D., 2017).

WHAT IS DRIVING THE TREND?

According to WGSN, there are multiple factors which are driving the athleisure trend such as;

The ‘comfort factor’; comfort and style now co-exist, changing what consumers expect from their clothing.

Athleisure is a ‘lifestyle trend’ emerging out of the wellness boom, reflecting our busy, urban lifestyles.

It ‘defies all boundaries’. Be it products category, market level or activity, gender, age or size, athleisure speaks to them all. Rather than blurring the lines between sectors, athleisure obliterates them, making it the only truly all-inclusive trend.

Athleisure takes into consideration ‘conscious consumption’ as it focuses on trans seasonal functionality and lasting quality reduces the need for multiple buys.

It reinvents through technology through sitting in a ‘coolness loop’. Athleisure harnesses the active industry’s ability to innovate and constantly refresh.

Athleisure ‘empowers women’. With the rise of health and fitness, athleisure has been a key confidence builder for women. The approach to dressing has liberated women from discomfort, allowing them to take control and move freely with ease and confidence.

Athleisure is ‘going global’. Although athleisure has peaked in North America its only just entering some markets. Sales remain strong in Europe, but it is emerging markets such as Asia and the Middle East where major growth is yet to come (Varga, C., 2018).

Primary research was completed through going into different high end and high street shops to observe the athleisure trend and interview staff to hear their take on the trend and how it is performing within the store.

The athleisure trend can be seen to have followed the trickledown theory where high end brands will take a more directional approach with fashion forward items. Once the trend has gained more popularity high street brands will take a commercial approach to the trend with seasonal must haves and low-end brands will take an essential approach with core basics to suit all markets.

While collating primary research it was found that high end brands such as Ted Baker received athleisure styled garments before high street and low-end brands such as Zara and H&M.

For example, the information gathered through an interview with the Whistles Store Manager supported these findings.

“We have a different kind of customer therefore we adapt the athleisure trend to them… I think you have too to make to work for your brand. The trend is slowly filtered down from high end where they get everything to the lower end where they only get a few key pieces of the collection.”

Through these findings the athleisure trend will be successful in Nottingham. It has taken over not only high-end brands but also high street meaning that it is targeting a wide customer base with a varied age and gender base. This can be supported through observational research where the majority of consumers wearing the athleisure trend in Nottingham are young people and students as it is fashionable and comfortable to suit their busy life styles.