Gym wears are making their way out of the gym and becoming an important part of people’s wardrobe. Athleisure is a recent fashion trend in which clothing designed for workouts and other athletic activities can be worn in other settings.
With many celebrities donning the athleisure look, it has become a hit fashion statement among the millennials. It has been a sensation in the apparel industry, with an estimated market size of $83 billion USD. Recently, Liberty shoes launched their Athleisure brand Leap 7X.
Anupam Bansal, MD Retail, Liberty Shoes, said, “Keeping in mind the trends of the world, these shoes depict the perfect combination of style and comfort to make you stand out in the crowd."
Here are the reasons why retailers are rushing to tap the millennial “athleisure market”.
Health & Fitness
Owing to the rise in awareness about health and fitness, there has been a growing interest and participation in sports and athletics. Sportswear brands are utilizing this opportunity to cater to the needs of the consumers by introducing better quality of sportswear which can also be worn outside the gym. This allows a brand to gain customer loyalty.
Targeting Millennials
Today’s Millennials, comprising the largest demographics, drive the apparel market. Athleisure clothing has been largely dominated by them. Their increased health consciousness and a cultural shift in the workplace has made it more acceptable to wear sneakers and sweatpants to the office. For many of the Millennials, jeans have dropped to a distant second for weekend wear. Athleisure bridges the gap that was there in the marketplace for fitness apparel and accessories that are as fashionable as they are functional.
Celebrity Factor
Celebrities like Gigi Hadid, Beyonce, Rihanna, Kanye West have transformed the perception of active wears and made it a fashion statement. Celebrity and designer athleisure lines are influencing consumers to subscribe to this ‘new’ active yet stylish lifestyle.
These celebs have millions of followers on social media, the clothing donned by them soon become a fashion statement. This trend has also made its way into luxury and designer fashion brands. Designers like Stella McCartney, Rebecca Minkoff etc have collaborated with various brands to launch their curated line of athleisure.
Keeping up with Innovation
Today’s generation not only demand variety but also look for innovative designs and new functionality. A focused approach is essential to capitalize on this athleisure market.
With a multitude of athleisure brands being launched, continuous innovation and brand differentiation will be a critical driver for success.
