Why Expand? Outdoor Voices Founded by Tyler Haney in 2014, Outdoor Voices is a fast-growing activewear brand that is already expecting to open 22 new stores across 6 locations in United States (Fernandez 2018). Outdoor Voices has become the first activewear line to be sold at J.Crew. The Brand’s specialty is to create functional and technical innovation garments; rather than focus on the fashion and style aspect, the brand choses to put its focus on the functionality. The Brand focuses on ‘activity specific’ collections, such as tennis-wear specialties and swimwear collections (Fernandez 2018). The main target of the brand remains to be Millennials - as that is the highest spending Generation when it comes to activewear. The CEO, Haney, believes in expanding the brand to its core - expanding to different locations all the while the activewear trend remains. As still a newer brand, China is the perfect growing environment in the brand niche area.
Chinese Market Sportswear growth in China is at its highest in the past decades, outperforming the growth in womenswear and menswear segments (Euromonitor 2019).
Sportswear has witness a sales growth of 19.5% yoy in 2018; which is above the total sales growth in apparel industry; showcasing its potential for drastic growth. Euromonitor (2019) estimated that the activewear category will pass the luxury goods market by 2020 in China. Euromonitor International also estimated a steady growth of 11% in activewear in China by 2022; however estimations may get even higher due to the rapid growth in Chinese population. According to Mintel (2019); sportswear is the highest growth in Chinese market.
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