Since consumer demand is at the heart of all trends, the hype (and growth) of the soaring activewear market is explained by major shifts in consumer behaviour. And since ‘Health is the new Wealth’ its worth spending a few minutes reflecting on why and how our global active lifestyle needs will continue to shape the athleisure market in 2019.
Modern-day “wellness” refers to holistic healthy living characterized by physical, mental, social, and spiritual well-being — and the trend is gaining traction across multiple industries beyond apparel. That said, according to Global Industry Analysts Inc. sports and fitness apparel / clothing will reach $231.7 billion worldwide by 2024.
Getting dressed is increasingly about wellness
When we get ready to work out, we choose an outfit that can transition from the gym to the rest of our day. Comfortable, flexible, durable clothing designed for workouts that can be worn in casual settings (like school, work, on the road etc) — is here to stay. And the ‘Fashion is Function’ trend has become ubiquitous as consumers seek to balance comfort and style throughout their days.
STREETWEAR influences notions of luxury and cultural identity
As graphic T-shirts are beginning to hold a higher value than Italian leather, the definition of “luxury” has become an elusive concept. Streetwear is nothing new, but the reason this subculture seems to be experiencing its heyday only now is because we are living in the image-centric age of Instagram. Streetwear’s loud aesthetic allows the trend to make noise on social media. And as younger shoppers are beginning to favor uniqueness over craftsmanship, out goes the desire for traditional luxury.
We are living in the age of being vs belonging. Where unique, artful, participatory and personalized experiences are cultural currency.
Where inspiration (shared values) are more important than aspiration (pure image). Emerging research suggests that knowledge (being in the know) is more powerful than price in terms of what defines ‘new’ luxury. And what encourages a modern consumer to buy in.