Running Insight 3.1.2021 by Running Insight

21 PAGES OF RUNNING APPAREL (PLUS SOCKS AND MASKS!) FOR 2021!

THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS / RUNNINGINSIGHT.COM

MARCH 16, 2020 MARCH 1, 2021

FASHION FORWARD IN 2021

Run fashion takes center stage as retailers look for an edge in a challenging environment.

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Running Fashion

RUN FASHION

FORWARD Keeping on top of trends in the world of fashion will allow run specialty to remain on-trend and in style. / By Debbi Page

hile the fashion industry rides the rollercoaster from the shock of the pandemic compounded with supply chain disruptions and

delayed and/or limited store openings, it is more important than ever for run specialty retailers to understand how customers are thinking and how this has impacted the fashion trends that have emerged in the past year of COVID-19. It all starts with the number one business trend of the year — the now-dominant home office. While working from home, consumers have had an abundance of time on their hands that allows for a considerBlue cast greys are one of the most versatile colors being seen on everything from running tights to tops. Photo: Saucony

able amount of in-depth research on any product on their shopping list — with apparel near the top of it. Face it, for

RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2021 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Divesified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.

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Run Fashion Forward (continued)

Color is playing an important role in run fashion in 2021 as cheerful and positive palettes – led by aquas, blues and corals – promote soothing and healing vibes. Sock brand Feetures certainly knows this, with the inspiration for its Spring 2021 Prism Collection coming from color psychology with an emphasis on light therapy and how it affects moods. Lead designer Song Nguyen found inspiration this season by using color to enhance the mood and experience of different activities.

good or bad for the lives of retailers, researching and purchasing online has become a way of life. The good is that in 2021 when a customer ventures into a store, he or she is far more educated in the products they are seeking. The bad: Gone are the days of relying on the store’s salespeople for product and technical advice. Add to this the huge boom in outdoor activity – certainly including running – and more serious thought about a sustainable future and what emerges is a very different, very challenging retail apparel environment. Every one of these factors is impacting how consumers shop — and the products they seek out. Because of all this, r un specialty retailers need to be ontrend and up-to-date with their fashion smarts, a knowledge that goes well beyond pricing and merchandising to include a host of factors ranging from 4

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sustainable fabrics to technology to color trends. For example: • Consumers are much more conscious about the climate crisis and will actively seek out sustainable fabrics. There is increased interest in garments made with recycled polyester, nylon and cotton. • Multi-use is hot. Think shorts with pockets, jackets with wearable tech and, of course, Bluetooth-enabled shoes. • They are demanding the latest in apparel tech, favoring garment waterproofing, along with the always-important moisture-wicking, breathability and quick-dry features. • Runners definitely are showing a greater interest in performance and function first. State-of-the-art intelligent fabrics that read and react to the wearer’s body are designed to monitor performance and combat overheating while

coaching in real time. • Interesting, what us being called “technical sportswear” is in vogue, as none other than Vogue magazine recently revealed that “as millions join social fitness communities like Strava, Nike Run Club o Fiit, technical athleticwear is in demand.” Both premium and mass-market brands are tapping into these fitness communities, according the magazine’s online voguebusiness.com site; indeed, lululemon has one of the biggest clubs on Strava, with more than 100,000 members. The Brighther Side of Color Many of these trends can certainly be attributed to the COVID-19 pandemic. In a world filled with bad news and conflict, fashion and color are playing a role in coping. Some of the strongest colors being seen everywhere from runways to running paths are

palettes that are cheerful and make a positive impact. It is no surprise that aqua and blue tones continue to gain strength, especially when used with tonally related colors and in ombre prints. Aqua is one of the most soothing colors and promotes a sense of healing during a pandemic. The warmth of coral colors and orange-based reds exude confidence and energy in activewear. These warm colors are often used in contrast with black or navy. Blue cast greys are one of the most versatile colors being seen in everything from tights to tops. “Soft greys and clearer yellows are very successful this season,” points out Kathy Griffin, director of R&D at Robi nson Ma nufact u r i ng, Day ton, T N. “G reens a re becoming cleaner and we are seeing more yellows.” The soft grey promotes tranquility when paired with tonal blues or greens and is equally dynamic when combined with warm colors such as lemon sherbet (sounds yummy!) or a multitude of broad range of brights. The bold use of black and white is attention grabbing and ensures the wearer stands out on any run. Finally, this year prints that are influenced by nature are going wild. Animal print motifs and subtle geometrics are often seen combined with reflective qualities. The Shape of Things To Come All of this technology and color is playing out in the look of apparel in general — and running apparel is following the same path. © 2021 Diversified Communications

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Run Fashion Forward (continued)

It’s all about multi-function in run apparel, such as this New Balance Impact short (above) that has a compression-like short with pockets underneath, while Anita’s new Active Sports Bra and Tights turn to an Black/Kalahari Leopard print for a wild, modern vibe for runners.

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For silhouette design, consumers are looking for value and design modularity. They want to be able to wear garments that are seasonless and have reusable components — often made with two or more functions. With consumers looking to buy less, functionality and hybridized styles are key. Four of the top design trends run specialty retailers are going to want to have on their shelves and mannequins: • The two-in-one short. Designed to provide light compression without restriction, this multi-use piece of apparel provides additional coverage and ease of movement, while pockets strategically placed on the side legs minimize movement of items and prevent rubbing. Reflective tape adds even more value with the focus on safety. • The multi-pocket short. Taking it a step further, this season is featuring shorts and leggings with even more pocket space for runners to carry everything from keys to cell phones to credit cards or cash (for those who still carry cash). Zippered and stash pockets allow items to be stored securely while eliminating the need for arm bands or packs. This season designers are adding more pockets made of materials with breathability and fibers that absorb and dry quickly. • The double-layer vest. Smart runners know how important layering is. The increasingly popular double-layer vest this season usually includes a synthetic base layer that wicks away sweat, while a half-zip top layer can be unzipped easily to release heat. For the higher price-point styles, fabrics include techy

While run retail is and will always be mostly about the latest and greatest in footwear, the role of apparel is increasing at specialty stores as consumers trust their local run specialty retailer to carry trend-right and in-style apparel. features that can transmit data and monitor performance. • The moulded sports bra. In a slightly different direction, clean edges and moulded cups made of lightweight space foam provide extra support and comfort for female runners who are demanding attention be paid to undergarments. Wide straps and a high apex cut allow for natural breathable support. Mesh panels are often added to work as a natural cooling system for the body, while trim detail made of welded reflective tape ensures safety while out on the road. Higher price point moulded sports bras made with smart fabric offer varying levels of support depending on high or low level impact. Staying on Trend While run retail is and will always be mostly about the latest and greatest in footwear, the role of apparel is increasing in bottom-line importance as consumers trust their local run specialty retailer to carry trendright and in-style apparel. To earn that trust retailers must pay attention to the product and style trends found everywhere around them — from high-end department stores to gyms to streetwear and, of course, on runners themselves. n © 2021 Diversified Communications

Running Fashion

NEW LOOKS How the pandemic changed run shops’ relationship with apparel. / By Daniel P. Smith

or much of the last two decades at the helm of Portland Running Company in Oregon, Dave Harkin struggled with apparel, a plight familiar to many running retailers. Shops like Portland Running Company, after all, built themselves on the shoulders of performance running footwear. Even as running apparel made impressive strides, vendors’ marketing engines hummed and run shops became more sophisticated with merchandising and purchasing, apparel largely lingered as an afterthought and many retailers strained to unlock success in the category. “We know the things we love to run in, but apparel was always a difficult sell and we fell short,” admits Harkin, who co-owns the two-store operation with his wife, Paula. Apparel and a Pandemic But an interesting thing happened during the pandemic at Portland Running Company: Apparel began moving as customers consolidated their shopping efforts. “We used to have to create the experience, but all of a sudden the experience was that they got to come into the shop,” Harkin says. “We had their attention in a different way and began looking for ways to boost the ticket beyond footwear.” With extra intention and purpose, Portland Running Company staff actively touted apparel. They dove into customers’ workout routines and suggested suitable solutions. They spotlighted versatile apparel that transcended the run and heightened their focus on marketing apparel via social media. As a result, apparel revenue climbed at Portland Running Company, including a nearly 50 percent jump in men’s apparel sales. 8

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With few customers leisurely shopping stores, mannequins and store windows have become even more important tools for Portland Running Company to suggestively sell apparel and accessories.

“We had established ourselves as the authority on running and had that trust,” Harkin says. “We just needed to extend it.” A similar tale played out at Charles River Running in Norwood, MA. There, owner Charlotte Walsh saw apparel sales, typically about 12 percent of her store’s annual revenue, score a noticeable leap as

new runners and walkers hunkering to get outside gobbled up apparel. “I sold through many items before they ever needed to be discounted,” Walsh says. “The product was selling itself.” Though Luke Paulson did not see a substantial uptick in apparel sales at Jus’ Running in Asheville, NC, he acknowledges

New Looks (continued) people are spending at home,” Paulson says. Throughout much of 2020, Walsh did not find customers dropping into Charles River Running for a leisurely shopping experience. Rather, she found purposeful shoppers armed with questions and prepared to buy. “They’re here to get what they’re looking for and leave,” she says.

To accommodate shoppers focused on grabbing specific items, Jus’ Running in Asheville, NC, rearranged its apparel and prioritized putting similar products together on the retail floor.

it has been “a little easier to sell apparel” since COVID-19’s arrival. “We typically have to push apparel, mark it down and spend time with it on social media,” says Paulson, Jus’ Running’s manager. “Since Ma rch, I noticed customers coming in with a particular piece in mind. They were on a mission to find that windproof shell or tights.” According to the Running Industry Association’s (RIA) Fourth Quarter 2020 Retailer Survey, nearly 40 percent of run shops saw 2020 apparel sales top their 2019 tally. That’s an undeniably positive sign given run specialty’s long-held struggles with apparel coupled with the challenges the pandemic thrust upon retail. Run shops have embraced 10

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apparel more fully and are now angling to carry that momentum forward. Leveraging Digital For seven weeks beginning in March, The Running Well Store’s three locations in metro Kansas City were closed to the public. “That’s when we would’ve moved all that spring apparel we brought in,” buyer Meredyth Melcher says. “Instead, we were the only ones seeing it on the wall.” Like dozens of run shops across the country, The Running Well Store unveiled an e-commerce site in 2020 and leveraged that and affiliated digital tools to persuade purchases. (The number of specialty run retailers selling online jumped from

27 percent in March 2020 to nearly 90 percent at year’s end, according to RIA data.) “Though people might go to the web store for something specific, we tried to entice them to scoop up apparel while they were at it,” Melcher says. At Charles River Running, which debuted its online store in May, Walsh produced short Instagram TV videos providing straightforward information on apparel – “New people, in particular, don’t know what to wear under their pants,” Walsh reminds – while other run shops, including Jus’ Running, used social media to showcase the versatility of apparel in different environments. “We’re definitely marketing comfortable lifestyle apparel as a solution given how much time

Service and Education T hat sh i f ti ng consumer behavior underscored the critical importance of friendly service and staff education, particularly the ability to call out product features and, more importantly, benefits. When associates can provide good-natured, expert assistance, the register can ring, especially with the new runners buying first-time products such as base layers and pants. “They’re asking questions with genuine interest,” The Running Well Store’s Melcher says of customers, wh ich includes a good number buying items for friends and family members who have become more active. “That’s given us an opportunity to educate customers on the value and quality of the products we have.” Harkin has tried to facilitate conversation about apparel and other non-footwear items at the Portland Running Company by creating a more mobile checkout experience. Rather than a fixed register, staff conduct transactions on the sales floor with iPads. This, he says, allows staff to position customers near different product. “A nd t hat’s c r e at e d a n opportunity for us to introduce apparel, recovery products, socks and other items in a way © 2021 Diversified Communications

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New Looks (continued) thought she had her apparel purchasing figured out for Charles River Running. Then, COVID-19 hit. Some apparel simply did not show up, while Walsh cancelled some orders herself. By January 2021, she had little apparel on hand and few opportunities to fill in. While pleased to have moved so much product at MSRP, Walsh also understands she lost some potential sales. Looking to avoid a similar fate this year, she bulked up her Fall 2021 ordering a bit, specifically leaning into tried-and-true brands that make quality apparel. “My customer is looking for pants that will last seven years,” she says. “They want quality gear that doesn’t have an attitude.”

With mobile checkout on tablets, Portland Running Company staff can position customers next to apparel and accessories to spur conversations.

that feels more spontaneous,” Harkin says. To facilitate social distancing, many run shops removed apparel racks from the floor, slimming down apparel presentations and removing duplicates to create a more streamlined look. Some even eliminated fitting rooms to gain floor space or, like Jus’ Running did for about two months at the onset of the pandemic, closed fitting rooms. “Though we realized we were shooting ourselves in the foot with that,” Paulson says. “People still want to try on items.” The Importance of Merchandising Store windows and mannequins, meanwhile, became uber important to showcase apparel, with savvy retailers devoting 12

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more thought to what they were highlighting and how. This “real estate” took on added importance since customers were not casually shopping and stores needed to capitalize on any and every opportunity to grab instore customers’ attention. Recognizing shoppers’ more focused visits, Jus’ Running simplified apparel presentations inside its store. Paulson and crew abandoned organizing apparel by vendor collections and instead grouped like products together — all the jackets in one spot, for instance, with all the tights in another. “It’s more utilitarian and it’s worked for us,” Paulson says. Calculated Ordering Heading into 2020, Walsh

Future Buying According to the RIA’s recent retail survey, nearly two-thirds of run shops plan to “sit tight” and take a normal percentage of their future orders, while 11 percent say they are underinventoried and will look to bring in more product. One in four, meanwhile, will likely cancel or revise futures and pursue at-once availability. Understandably, stores are wary of over-ordering, especially given the continued absence of races and expos as a vehicle to move apparel. Simultaneously, though, run shops acknowledge availability concerns with some vendors. They fear being caught empty handed and unable to deliver for customers. “We can’t fill in willy nilly as we’ve done in the past,” Harkin says. “There has to be some real strategic thought to ordering these days.”

The Running Well Store’s plan to walk this tightrope? Melcher’s 2021 blueprint includes smaller runs, more apparel coming in more often and broader price ranges to accommodate diverse customer sets. Diversifying the Product Mix Technical running apparel continues to hold a prominent place in the run specialty environment as many consumers prioritize function. Warm and waterproof, for instance, still matter. Increasingly, however, run shops are looking more holistically at apparel and directing added attention to ultra-comfy lifestyle pieces – yes, athleisure – as the lines between work, home and exercise blur. Joggers and running pants have been a hit at Jus’ Running, while the Portland Running Company has found success with insulated vests and thicker tops for men as well as yoga pants for women. In the February issue of Running Insight, retail design pro Holly Wiese of 3 Dots Design called the athleisure trend “good news for running retailers” and urged them to focus more on comfort and less on technical. With more robust attention on lifestyle apparel, run shops can position themselves to be a destination for this sought-after apparel. That’s certainly the hope of Portland Running Company’s Harkin, who has increased his apparel booking volume 10 percent and carefully diversified his product mix. “I didn’t add new vendors, but I’ve relied on trusted partnerships and embraced lifestyle apparel,” he says. n © 2021 Diversified Communications

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Running Fashion

THE SILENT SALESPERSON Run retailers need to recognize the importance of mannequins and visual displays in selling apparel./ By David Naranjo

un specialty retailers have just seconds of a potential customer’s attention to pull them into their store — and they only have one chance to make a good first impression. It is vital to get it right, especially when it comes to the apparel selection and presentation.

With that in mind, retailers have to realize that the first point of impact is their windows. As the calling card of their business, the impression they leave will either attract enough interest to make a customer come in, or walk past without a second glance. Are your windows setting you up for

success in selling your running apparel? Do they create excitement or missed opportunities? As the pandemic winds down and customers begin enthusiastically returning to brick-and-mortar, it is especially important to let your windows speak for your store’s

Greneker’s Bespoke mannequins “in action” certainly add to apparel merchandising in any run specialty store.

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apparel focus. The question is: How do you effectively do this? In Clear Focus An effective window display should focus on a clear presentation and representation of the apparel being sold. The merchandising message should be specific and color coordinated — too much clutter and mix of product can be confusing and turn the customer away. The use of mannequins to display merchandise is the single most effective way to display product. Mannequins breathe life into otherwise lifeless pieces of clothing and add attitude and excitement to the overall image of the store. In short, mannequins are your biggest allies when it comes to making that first impression — not only because they create a large visual presence, but because they are the perfect Silent Salesperson, continually selling product without interaction. And they never take coffee breaks! Customers relate to them on a personal level as well. Mannequins are inspirational to look at, their sculpted aspirational bodies encourage and allow the customer to see themselves in the merchandise displayed. Another issue to consider: There is now much focus on inclusiveness and body positivity for society as a whole. This has become reflective in the athletic and running markets as well, where there has been a big push to promote and include larger sizes, particularly in women’s categories, which also includes mannequin representation. 15

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Sport-specific mannequins can be used individually for a small window or grouped for larger presentation.

The Silent Salesperson (continued)

Above, an example of the power of multiples/form display. Below, eye-catching dynamic mannequin use and window display by the silent salespersons.

Mannequins should represent the customer and the brand identity and be reflective of the apparel being sold. Too often athletic brand retailers use female fashion mannequins, their lithe, sinewy bodies perched on their toes obviously meant to wear high heels. While these mannequins look great at Saks, they certainly do not represent the athletic lifestyle run specialty retailers are promoting and selling. Another frequent mistake is the use of inferior mannequins. While they may be less

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expensive, they do not offer value. A mannequin with bad proportions will cheapen the presentation and create damage to the identity and reputation of a brand. Don’t Overshadow the Goods Here are a number of other factors to consider in your mannequin presentation: • The right mannequins will be effective in selling products without overshadowing the merchandise. Select bodies and poses that are a true reflection of your customer, product

diversity and brand. • The selection of sport-specific and lifestyle mannequin availability is varied and wide; however, the use of basic mannequins is effective as well, as long as the bodies represent the lifestyle and brand. • Elevate mannequins on platforms to further create visual impact and excitement. • Mannequin color is equally important. Bright colors and glossy finishes tend to pull focus from the merchandise; these are more effectively used for fashion brands. Color should be subtle and complementary to the store interior, while allowing the specific body, pose and merchandise create authenticity. • Merchandising plays a key role in the effectiveness and success of displays. If a customer loves what’s on the mannequin, but struggles to find the merchandise, it is likely they will become frustrated with the experience and think twice about a purchase or revisiting a store. Merchandise apparel displayed on a mannequin near the presentation, so customers can find the desired items with ease. • It is very important that as merchandise sells mannequin outfits are changed often to feature new products and encourage new sales. Signage or Mannequins In lieu of mannequins, some stores focus on graphics and signage. While they are both effective in combination with mannequins and or mannequin forms, they alone cannot create the kind of visual impact, excitement and response needed to maximize apparel sales. For a smaller retailer even a single mannequin or two

can make a huge difference. If budget is an issue, there are mannequin forms that speak to specific categories that are economical to purchase. Using forms within the store helps to identify a specific department or category. Forms that display T-shirts, leggings, underwear and/or hosiery can be effective visual markers and lead-ins to other departments, while also creating desirable visual impact. Savvy retailers understand that utilizing mannequins and forms are the most effective visual tools for increased sales. Mannequins should be seen as an investment in a retailer’s ultimate success and bottom line. Finally, a story from my experience: I can remember as a traveling stylist returning to a store to change out the mannequins and a sales associate commented, “I hate when you change the mannequins in our windows. They look great, but everything sells out!” The point lost on that associate was that this was the sole intent of visual display and the power of mannequins — I took it as a compliment. n About the author David Naranjo is VP–creative for Greneker, a mannequin manufacturer founded in 1934. His experience with the world of visual display and mannequins started in 1984 as a visual assistant and stylist for Charlotte Russe, a women’s clothing chain. Over his decade as stylist, area manager and visual director at Charlotte Russe, he discovered the power and impact of visual merchandising, mannequins and window displays.

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Running Fashion

Many Happy Returns Apparel returns are the norm in both online and in-store shopping and retailers need sound policies to adapt. / By Patrick Purcell

icture this — a woman shopping online buys six pairs of running tights in various colors and sizes. The idea being, let’s see what fits and what these colors/patterns actually look like in person and in the mirror. The intent when purchased is to only keep two pairs and send the rest back. That is the new reality of consumer behavior when it comes to buying apparel online. And run specialty retailers selling online are going to have to get used to it. Retailers are seeing similar scenarios in their brick-and-mortar stores as well. As retail stores continue to open (most with closed fitting rooms) more and more people are turning their homes into their own personal dressing room. Defining Return Policies Consumer shopping habits are changing as brands refine their return policies and out of necessity make it easier than ever to return product. With most fitting rooms closed and the home being the new dressing room, most companies are defaulting to generous return policies, free shipping and free returns as consumers are buying more and more online. Indeed, in the first half of 2020 e-commerce sales increased 30 percent year over year from 2019. And a simple fact of retail life is that more online shopping also means more returns. Online and specialty retail consumers are increasingly basing their decision on where to buy on the ease of return policies. For example, return rates in brick-and-mortar stores average around eight percent — for online orders that average jumps to 25 percent. This brings us to why consumers are making returns in the first place. Are

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It is vital for run specialty retailers to cater to the online apparel shopper with favorable return policies.

customers unhappy with the products they are purchasing? Not necessarily. • 80 percent are returning product due to it arriving damaged. • 64 percent say the item purchased does not match the description of the product. • 30 percent are saying they are making

purchases with the intent to return, both online and at brick-and-mortar locations. Making Returns A Pleasure Product returns do not always have to have a negative connotation. Too often, the phrase “I need to return this” brings

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thoughts of a bad purchasing experience. No one wants to have their shopping experience associated with the word “sad.” Sad it didn’t fit, sad the product didn’t match the website description or image, sad the product had to be returned. The Importance of A Good Return Policy On average, four percent of current Channel Signal consumer reviews mention product returns. Data suggests that sentiment around a brand drops about 62 percent when people are talking about returns in their reviews. However, reviews that mention returns can have very little to do with the product itself and much more to do with return policies, customer service and the overall ease of the return process. With retail spending increasing – sales actually jumped 5.3 percent in January – consumers will focus on the return policy even when deciding on their purchase. Around 68 percent of shoppers view a return policy before making a purchase and 50 percent of shoppers abandon their purchase due to a lack of return choices. Positive reviews that mention returns are mostly based off of that return policy and the ease of returns. Consumers trust

other consumers, making product reviews extremely relevant to the buying process. Consumers are drawn to experiences that promote ease of use. This is especially true when it comes to return policies. The more a brand or retailer addresses not only their return policy, but the return process as well, the better. An easy, clear return policy can create long-term brand champions. n about the author Patrick Purcell has held several poisitions in the outdoor and tech industries for more than 20 years. His experience in customer service, operations, product management, sales and marketing have given him a well-rounded background and insight into what it takes to build, maintain and grow a successful business. For the past decade, his focus has been specifically on sales, marketing and branding. He brings his years of experience to Channel Signal to help form and grow the sales and marketing aspects of the company. He lives in Salt Lake City with his daughter and new family and in his free time he can be found on the ski slopes, golf course, or hiking in Southern Utah.

Running Fashion

Looking Better NPD report finds activewear sales in all channels rebounding as retail headed into 2021.

he welcome good news for run specialty retailers who count on apparel sales to strengthen their bottoms lines is that activewear sales for December 2020 were $5.3 billion, which marked a healthy five percent increase from the same month a year earlier and perhaps a harbinger of better apparel days to come. According to research by NPD Group, active apparel – the clothes sold at run specialty – performed significantly better than

fashion apparel, where sales declined 16 percent from the same period one year ago. Over the course of the past year, activewear has outperformed fashion apparel. The reason, obviously, is that activewear is not only being used by an increasingly active population for their runs, walks and workouts, but also for their stay-at-home work in a pandemic year. Looking at overall apparel performance for the calendar year ending December 2020, overall sales were down 17 percent,

It was all about comfort in 2020 and activewear sales were the beneficiary of a work-at-home trend. Photo by standsomeklifestyle on Unsplash

Over the course of the past year, activewear has outperformed fashion apparel. The reason, obviously, is that activewear is not only being used by an increasingly active population for their runs, walks and workouts, but also for their stay-at-home work in a pandemic year.

according to NPD, while activewear apparel was down only five percent for the year, indicating a strong shift to the category. Comfort Takes Over Of the top 10 classes identified by NPD, sweatshirt sales led the way in sales as the year of COVID-19 ended – men’s sweatshirt sales were up 10 percent and women’s sweatshirts were up 15 percent compared to a year ago. Boys’ sweatshirts also experienced sales growth for the month, growing five percent over December 2019. The continued trend of buying apparel for a comfortable-at-home lifestyle extended to the women’s pants category, which grew 15 percent in December 2020 as compared to December 2019, according to NPD. By comparison, sales of men’s active knit shirts, the number-two dollar category in December, were down seven percent compared to the same period in 2019 and women’s active knit shirts were down six percent. Outerwear tops declined four percent for men’s and 12 percent for women’s in December. One of the biggest gainers were men’s underwear bottoms, where sales were up 26 percent compared to a year ago. NPD places some of the growth on purchases for gifting compared to year ago. n

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05.01.2021

The Running Fashion Show

THE RUNNING RUNWAY 2021

The role of apparel at run specialty retail has changed dramatically in this Pandemic Age and retailers are taking a close look at the brands and styles they are putting on their socially distanced floors. The major vendors have responded with fashion forward and technically advanced apparel for all ages, types and sizes. These next pages highlight the trendright fashions that run specialty retailers will need to look good.

New Balance’s Q Speed Jacquard tops are breathable and come in a range of colors for its short-sleeved and tank top designs. 24

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