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The Athleisure Trend Is Here To Stay
<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><title>The Athleisure Trend Is Here To Stay</title><link rel="preload" href="https://i.forbesimg.com/assets/fonts/merriweather/merriweather-bold-webfont.woff2" as="font" type="font/woff2"/><link rel="preload" href="https://i.forbesimg.com/assets/fonts/work-sans/worksans-regular-webfont.woff2" as="font" type="font/woff2"/><link rel="preload" href="https://i.forbesimg.com/assets/fonts/schnyder-s-bold.otf" as="font"/><link rel="preload" href="https://i.forbesimg.com/assets/fonts/Schnyder/Schnyder-SDemi-Web.woff2" as="font"/><meta http-equiv="Content-Language" content="en_US"/><meta name="viewport" content="width=device-width,initial-scale=1,maximum-scale=5,minimum-scale=1,user-scalable=yes"/><meta name="description" itemProp="description" content="Activewear or the ‘Athleisure’ trend has become so popular, it has carved out a niche for itself in the clothing industry, and has won an entry into the Merriam-Webster dictionary, which defines it as “casual clothing meant to be worn both for exercising and for general use.” It has been [...]"/><meta name="keywords" content=""/><meta name="robots" content="max-image-preview:large"/><meta property="og:site_name" content="Forbes"/><meta property="og:title" content="The Athleisure Trend Is Here To Stay"/><meta property="og:type" content="article"/><meta property="og:url" content="https://www.forbes.com/sites/greatspeculations/2016/10/06/the-athleisure-trend-is-here-to-stay/"/><meta property="og:image" content="http://wp-uploads-trefis.s3.amazonaws.com/articles/wp-content/uploads/2016/10/Global-Activewear-Sales.png" name="image"/><meta property="og:image:type" content="image/jpeg"/><meta property="og:description" content="Activewear or the ‘Athleisure’ trend has become so popular, it has carved out a niche for itself in the clothing industry, and has won an entry into the Merriam-Webster dictionary, which defines it as “casual clothing meant to be worn both for exercising and for general use.” It has been [...]"/><meta property="fb:app_id" content="123694841080850"/><meta property="article:publisher"/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:site" content="@forbes"/><meta name="twitter:image" content="http://wp-uploads-trefis.s3.amazonaws.com/articles/wp-content/uploads/2016/10/Global-Activewear-Sales.png"/><meta name="twitter:title" content="The Athleisure Trend Is Here To Stay"/><meta name="twitter:description" content="Activewear or the ‘Athleisure’ trend has become so popular, it has carved out a niche for itself in the clothing industry, and has won an entry into the Merriam-Webster dictionary, which defines it as “casual clothing meant to be worn both for exercising and for general use.” It has been [...]"/><meta itemProp="thumbnailURL"/><meta name="news_keywords" itemProp="keywords" content=""/><link rel="canonical" 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uEn4T"><span class="_6Q2IDc-r"><a class="isDg-4PG" href="https://www.forbes.com/money/" data-ga-track="breadcrumb-L2">Money</a></span><span class="_6Q2IDc-r"><span class="KChd-Vju" data-testid="separator"><svg class="fs-icon fs-icon--chevron-right" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><path d="M8.2 7.2L13 12l-4.8 4.8 1.5 1.4L16 12 9.7 5.8z"></path></svg></span><a class="isDg-4PG" href="https://www.forbes.com/markets/" data-ga-track="breadcrumb-L3">Markets</a></span></div></div><h1 class="dp_VC">The Athleisure Trend Is Here To Stay</h1><div class="AhtZ3 CU3md"><div class="ZgVJj"><div class="vDF8R"><img class="ftgFT" src="https://blogs-images.forbes.com/assets/images/avatars/blog-25_136_967b934396178738248519fd6ae13e43.jpg" alt="Great Speculations"/><div data-testid="truncation-inner" class="_9GOxm yF_7D"><span style="-webkit-line-clamp:1" class="Ccg9Ib-7 Msqbf CRVMw"><div class="Na3NTglQ _51GWpoAk CF_dd"><span class="ujvJmzbB LfmqX">By</span><a class="_4tin10wS _9xFYp" href="https://www.forbes.com/sites/greatspeculations/people/trefis/" rel="noreferrer" target="_self">Trefis Team</a><span class="AtUb4gy8 LfmqX DHzQR">, Contributor. </span></div> <!-- -->Building a platform to do the job of 1 million analysts</span><div class="VdIFC"><span class="YDyVA">for<!-- --> </span><a href="https://www.forbes.com/sites/greatspeculations/" rel="noreferrer" target="_blank" class="iOnj7">Great Speculations</a></div></div></div><div class="T65Fn"></div></div><div style="position:relative"><button type="button" class="_18BedXz4 zfmcPBtS _9gE86Z3W RGcmU lOw_p Nd7xMFo8" disabled="" data-testid="variants"><span class="">Follow Author</span></button></div></div><span class="ycHdAQ4U _0th4g">Oct 06, 2016, 08:34am EDT</span></div><div class="YHOim KpLaT jOjL0"><div class="WkaGZ"><div class="e9YVP"><div class="rwK2G"><div class="socialShareContainer"><button type="button" aria-label="open share menu" class="sTVDLFT0 AYwaD CKkMh"><svg class="fs-icon fs-icon--share" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><path fill-rule="evenodd" clip-rule="evenodd" d="M18 16.1c-.8 0-1.4.3-2 .8l-7.1-4.2c.1-.2.1-.5.1-.7s0-.5-.1-.7L16 7.2c.5.5 1.2.8 2 .8 1.7 0 3-1.3 3-3s-1.3-3-3-3-3 1.3-3 3c0 .2 0 .5.1.7L8 9.8C7.5 9.3 6.8 9 6 9c-1.7 0-3 1.3-3 3s1.3 3 3 3c.8 0 1.5-.3 2-.8l7.1 4.2c-.1.2-.1.4-.1.6 0 1.6 1.3 2.9 2.9 2.9s2.9-1.3 2.9-2.9-1.2-2.9-2.8-2.9z"></path></svg></button></div><button disabled="" type="button" aria-label="save article" class="sElHJWe4 CKkMh RbOxY _0YX29K8j"><svg class="fs-icon fs-icon--saved-article" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 20 20"><path d="M13.9 3c.7 0 1.3.6 1.3 1.3V17L10 13.9 4.8 17V4.3c0-.7.5-1.3 1.3-1.3h7.8z"></path></svg><span class="ktx_b IHojBFcO">Save Article</span></button></div><span id="highlight-wrapper"></span><div class="Sx49T"><svg class="bI3wj" xmlns="http://www.w3.org/2000/svg" viewBox="-5 -5 30 30" data-test-id="clockIcon"><path d="M12.5 7H11v6l5.2 3.1.8-1.2-4.5-2.7V7zM12 20c-4.4 0-8-3.6-8-8s3.6-8 8-8 8 3.6 8 8-3.6 8-8 8zm0-18C6.5 2 2 6.5 2 12s4.5 10 10 10 10-4.5 10-10S17.5 2 12 2z"></path></svg><span data-test-id="elderlyLabel" class="byn9U">This article is more than<!-- --> <!-- -->8<!-- --> <!-- -->years old.</span></div><div class="p5_3X"><div class="b6Cr_ article-body-container"><div class="fs-article fs-responsive-text current-article article-body"><p class="p1">Activewear or the ‘Athleisure’ trend has become so popular, it has carved out a niche for itself in the clothing industry, and has won an entry into the Merriam-Webster dictionary, which defines it as “casual clothing meant to be worn both for exercising and for general use.” It has been the lone star in a waning apparel industry, with an <a href="https://www.bloomberg.com/gadfly/articles/2016-04-13/lululemon-inspired-fitness-fashion-trend-cools-down" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:https://www.bloomberg.com/gadfly/articles/2016-04-13/lululemon-inspired-fitness-fashion-trend-cools-down" aria-label="estimated market size of $44 billion in the US alone">estimated market size of $44 billion in the US alone</a>, according to research firm NPD Group. While the apparel sales, as a whole, increased 2% year-on-year in 2015, the rise in activewear sales was a whopping 16%. If this category is excluded, the total clothing sales would have declined 2%, NPD stated. Morgan Stanley has predicted a growth to $83 billion by 2020, stealing the market share from non-athletic apparel. The graph below charts the rise of the trend globally, with <a href="http://qz.com/675171/the-rise-of-athleisure-is-eating-into-the-profits-of-regular-clothes/" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:http://qz.com/675171/the-rise-of-athleisure-is-eating-into-the-profits-of-regular-clothes/" aria-label="sales climbing from $197 billion in 2007 to over $350 billion by 2020">sales climbing from $197 billion in 2007 to over $350 billion by 2020</a>.</p> <p class="p1 image-embed__placeholder" style="padding-top:56.31%;position:relative"><progressive-image className=" wp-image-380979" src="https://wp-uploads-trefis.s3.amazonaws.com/articles/wp-content/uploads/2016/10/Global-Activewear-Sales.png" alt="Global Activewear Sales" data-height="366" data-width="650"></progressive-image></p> <div class="article_paragraph_2"></div> <p class="p1">One of the reasons for the massive popularity of the athleisure trend is that it filled a gap in the market place, where clothing that was functional wasn’t particularly stylish. Such clothing can be worn to the gym, as well as everywhere else. This relaxed standard of clothing has been largely driven by the millennials, the largest demographic in the U.S. comprising 28% of the population. Their increased health consciousness, and a cultural shift in the workplace, has made it more acceptable to wear sneakers and sweatpants to the office. Furthermore, as per a Harris poll, 72% of millennials prefer to spend their money on experiences, rather than material things. As athleisure clothing is typically worn for an experience, more often an outdoor experience, such as working out or hiking, they are more likely to spend their money on it. Even for <a href="http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=gps&tab=searchtabquotesdark" target="_self" data-ga-track="InternalLink:http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=gps&tab=searchtabquotesdark" aria-label="Gap Inc">Gap Inc</a> , its Athleta brand, the company’s foray into athleisure, has been selling well. Strong sales of leggings and sports bras were a bright spot in otherwise dismal sales for the company in 2015.</p> <p class="p1" style="text-align:center"><span style="color:red"><iframe width="350" height="330" src="https://www.trefis.com/forecastWidget?ticker=GPS&driver=0461" frameborder="0" scrolling="no" marginwidth="0" marginheight="0"></iframe></span></p> <p class="p1">However, as the market booms, there are questions on whether it is on the brink of saturation. A great run of activewear sales by companies such as <a href="http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=ua&tab=searchtabquotesdark" target="_self" data-ga-track="InternalLink:http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=ua&tab=searchtabquotesdark" aria-label="Under Armour">Under Armour</a> and <a href="http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=lulu&tab=searchtabquotesdark" target="_self" data-ga-track="InternalLink:http://finapps.forbes.com/finapps/jsp/finance/compinfo/CIAtAGlance.jsp?tkr=lulu&tab=searchtabquotesdark" aria-label="Lululemon Athletica">Lululemon Athletica</a> (NASDAQ: LULU) has prompted the entry of everyone, from Kanye West and Stella McCartney partnering with Adidas, to Beyonce with Topshop, and Alexander Wang with H&M. Even discounters Wal-Mart and Target have entered the field, which has forced the prices to come down. The average prices of tights and capris dropped 9% in the first quarter of 2016, from a year prior, according to data from research firm SportsOneSource. This has also forced a 6% decline in the sales of these items, in dollar terms, in the first quarter.</p> <div class="vestpocket nsO6K"></div> <p class="p1" style="text-align:center"><span style="color:red"><iframe width="350" height="330" src="https://www.trefis.com/forecastWidget?ticker=UA&driver=0823" frameborder="0" scrolling="no" marginwidth="0" marginheight="0"></iframe></span></p> <p class="p1 image-embed__placeholder" style="padding-top:67.85%;position:relative"><progressive-image className=" wp-image-380978" src="https://wp-uploads-trefis.s3.amazonaws.com/articles/wp-content/uploads/2016/10/Activewear-Price-Declines.png" alt="Activewear- Price Declines" data-height="441" data-width="650"></progressive-image></p> <div style="min-height:0" class="d-none"><div class="G9049W9y _1apm68B5 L996f vKVY8 inlineAdContainer" aria-hidden="true" role="presentation" tabindex="-1" data-testid="ad-container"></div></div> <p class="p1">A spate of bankruptcies also suggests the sports and athletic wear market can no longer sustain every retailer that does not stand out to the consumers. In the past year, bankruptcy filings have come from City Sports, Sports Authority, Pacific Sunwear, American Apparel, and Quicksilver. Since athleisure reflects a lifestyle shift, it is unlikely it will disappear soon, despite the market being over-stretched. The retailers will have to keep adapting, and this will mean using different materials, new features such as odorless fabrics, and keeping up to pace with the changing fashion trends.</p> <p>Have more questions about Gap Inc? See the links below:</p> <ul> <div class="article_paragraph_7"></div> <li><a href="http://www.trefis.com/articles/380117/banana-republic-continues-to-be-a-drag-on-gap-inc/2016-10-03" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:http://www.trefis.com/articles/380117/banana-republic-continues-to-be-a-drag-on-gap-inc/2016-10-03" aria-label="Banana Republic Continues To Be A Drag On Gap Inc.">Banana Republic Continues To Be A Drag On Gap Inc.</a></li> </ul> <p>For our model and valuation, please refer to <strong><a href="http://www.trefis.com/company?hm=GPS.trefis" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:http://www.trefis.com/company?hm=GPS.trefis" aria-label="our complete analysis for Gap Inc">our complete analysis for Gap Inc</a>.</strong></p> <div></div> <div> Interactive Institutional Research (Powered by Trefis): </div> <p style="text-align:left"><a href="https://www.trefis.com/subscribe/email?sitelicense=institutional&from=analysis" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:https://www.trefis.com/subscribe/email?sitelicense=institutional&from=analysis" aria-label="Global Large Cap"><strong data-ga-track="ExternalLink:https://www.trefis.com/subscribe/email?sitelicense=institutional&from=analysis">Global Large Cap</strong></a> | <a href="https://www.trefis.com/subscribe/email?sitelicense=institutional&provider=sidoti&from=analysis" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:https://www.trefis.com/subscribe/email?sitelicense=institutional&provider=sidoti&from=analysis" aria-label="U.S. Mid & Small Cap"><strong data-ga-track="ExternalLink:https://www.trefis.com/subscribe/email?sitelicense=institutional&provider=sidoti&from=analysis">U.S. Mid & Small Cap</strong></a> | <a href="http://www.trefis.com/" target="_blank" rel="nofollow noopener noreferrer" data-ga-track="ExternalLink:http://www.trefis.com/" aria-label="More Trefis Research"><strong data-ga-track="ExternalLink:http://www.trefis.com/">More Trefis Research</strong></a></p> <p> </p><div class="newsletter_signup_article"></div></div><div class="_38K2d"><a class="TYbQt color-body" href="https://www.forbes.com/sites/forbesstaff/article/forbes-editorial-values-and-standards/" rel="noopener noreferrer" target="_blank">Editorial Standards</a><span class="HMT72"></span><a class="TYbQt color-body" href="https://www.parsintl.com/publications/forbes/" rel="noopener noreferrer" target="_blank">Forbes Accolades</a></div></div></div></div></div><div class="TRJgE"><div class="nHvoF" style="top:-31px"><span class="gB1W8">LOADING VIDEO PLAYER...</span><div class="fsbK_"></div><span class="St_cb">FORBES’ FEATURED Video</span></div><div class="_63PTi _2R8zG HUoD2" data-testid="fbs-ad - 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this file is external 3rd party code to initiate header prebidding which comes directly from Medianet // https://forbesmedia.atlassian.net/browse/ADSS-77 /* eslint-disable no-underscore-dangle, camelcase */ window._mNHandle = window._mNHandle || {}; window._mNHandle.queue = window._mNHandle.queue || []; window.medianet_versionId = '3121199'; window.medianet_chnm = ''; window.medianet_chnm2 = ''; window.forbes = window.forbes || {}; window.forbes.fastFetchMedianet = true; (() => { const loadScript = (tagSrc) => { const scriptTag = document.createElement('script'); const placeTag = document.getElementsByTagName('script')[0]; scriptTag.type = 'text/javascript'; scriptTag.async = true; scriptTag.src = tagSrc; placeTag.parentNode.insertBefore(scriptTag, placeTag); }; const loadMedianetManagePrebid = (isMobile) => { window.mnjs = window.mnjs || { customerId: isMobile ? '8CU243I76' : '8CU4ZAPFY', domain: window.location.hostname, version: 1.0, }; /* eslint-disable prefer-template */ const mnjsEndpoint = 'https://warp.media.net/js/tags/clientag.js?' + 'cid=' + window.mnjs.customerId + '&dn=' + window.mnjs.domain + '&version=' + window.mnjs.version; loadScript(mnjsEndpoint); }; /** * gets user agent from navigator info * @param {String} ua user agent from navigator * @param {String} isMobileAndroid for android devices * @param {String} isMobileWindows for windows phone devices * @returns a string representing the user agent */ const getIsMobile = (ua, isMobileAndroid, isMobileWindows) => ua.match(/iP(hone|od)/i) || ua.match(/iPod/i) || ua.match(/BlackBerry/i) || isMobileAndroid || isMobileWindows; const ua = navigator.userAgent; const isMobileAndroid = ua.match(/Android/i) && ua.match(/Mobile/i); const isMobileWindows = ua.match(/Nokia|NOKIA/i) && ua.match(/Symbian|Windows Phone/i); const isMobile = getIsMobile(ua, isMobileAndroid, isMobileWindows); const loadMedianetHeaderBidding = () => { if (window.forbes.isAdvisor) { loadScript('https://contextual.media.net/bidexchange.js?cid=8CU25AH4U'); } else { loadMedianetManagePrebid(isMobile); } }; const loadMedianetAd = () => { const { lastCustomData } = window.forbes; // mnet ad logic here https://docs.google.com/spreadsheets/d/1kI9tKGs1jhu9j4J-RqFKz-TRhxiH3lY-He62on7qkLg/edit#gid=917757669 const brandVoice = ((lastCustomData?.contribType && lastCustomData.contribType === 'AdVoice') || (lastCustomData?.author && lastCustomData.author === 'AdVoice')); const pageType = window.forbes['simple-site']?.adZone; const unpaidContribType = (pageType === 'contribhome' && !brandVoice); // mnet exists on legacy paid content types const legacyPaidContent = lastCustomData['Paid Content'] && !brandVoice; // this returns a string 'true' or 'false' const premiumProfile = window.forbes['simple-site']?.tracking?.premiumProfiles; const isChanSec = ['channel', 'section'].includes(pageType); const isBasicProfile = pageType === 'profile' && (premiumProfile === 'false'); const isHome = window.mnjs?.channel?.includes('home'); const isTopics = window.location.pathname.includes('/topics/'); // only load the mnet ad where it's rendered // search and article on both DT and mobile (not vetted, paid content or premium) const search = window.location.pathname.includes('search'); const article = (!brandVoice && (['live', 'topline', 'standard', 'advisor', 'finds'].includes(window.templateType) || pageType.includes('article/standard') || pageType.includes('article-blue/standard'))) || pageType.includes('masthead') || legacyPaidContent; // mobile specific to home, video page, video standalone, unpaid contrib, unpaid profile, and chansec const requireMobileMnet = isMobile && !brandVoice && ((window.location.pathname.includes('video') || unpaidContribType || isChanSec || isBasicProfile || isHome || legacyPaidContent || isTopics)); if (search || article || requireMobileMnet) { loadScript('https://contextual.media.net/dmedianet.js?cid=8CU2T3HV4&https=1'); } }; /** * check if the _swb_consent_ cookie is loaded * @Todo make the ketch checks on the window so we can call them from there and make sure we dont * lose time in the proccess * we added ketch check to make sure we don't load medianet if the user is in the EU or China * adding the checks here is a temporary solution. * @returns boolean that represents if the cookie is loaded or not */ const checkConsentCookieLoaded = () => !!document.cookie.match(/_swb_consent_=/); /** * get the _swb_consent_ cookie and url decode it to get it ready for parseing * @returns String that has the ketch cookie value */ function getSwbCookieValue() { let cookieValue = false; if (!checkConsentCookieLoaded()) { return cookieValue; } const ketchCookieName = '_swb_consent_='; document.cookie.split(';').forEach((cookie) => { if (cookie.trim().startsWith(ketchCookieName)) { cookieValue = decodeURIComponent(cookie.split('=')[1]); } }); return cookieValue; } /** * get the cookie and parse it into json from base64 string * @returns object that contains the consent details */ function getSwbCookie() { const ketchCookie = getSwbCookieValue(); try { const cookieInfo = window.atob(ketchCookie); return JSON.parse(cookieInfo); } catch (error) { return {}; } } /** * Check if the user gave full consent. * @returns If the user gave full consent. */ function userGaveFullConsent() { const userConsent = getSwbCookie(); if (!userConsent.purposes) { return false; } const purposesKeys = Object.keys(userConsent.purposes); let userConsentPrefrences = true; // safety check for when the cookie is first intialized if (purposesKeys.length === 1) { return false; } purposesKeys.forEach((element) => { if (userConsent.purposes[element].allowed === 'false') { userConsentPrefrences = false; } }); return userConsentPrefrences; } function waitForWindowObject(ss, lcd) { return new Promise((resolve) => { function checkObject() { if (window.forbes[ss] && window.forbes[lcd]) { resolve(); } else { setTimeout(checkObject, 1000); } } checkObject(); }); } if (window.forbes.isEurope || window.forbes.isChina) { if (checkConsentCookieLoaded() && userGaveFullConsent()) { loadMedianetHeaderBidding(); waitForWindowObject('simple-site').then(loadMedianetAd); } } else { loadMedianetHeaderBidding(); waitForWindowObject('simple-site', 'lastCustomData').then(loadMedianetAd); } })(); </script></body></html>