Has the Activewear Fashion Fad Run Its Course?
2016年04月14日
Athleisure" -- so popular it grew into its own category within the clothing industry -- rocked the fashion world in recent years by taking stretchy leggings and neon crop tops out of the gym and into everyday life. Now, after a pretty great run, sales of the fitness attire that Under Armour and Lululemon made stylish to do "absolutely nothing (and everything) in" are losing steam. Meantime, as discounters Walmart and Target push further into sportswear, and fast-fashion retailers like Forever 21 and H&M get in the game, prices are coming down.
t all spells saturation in a market estimated by research firm NPD Group at $44 billion in the U.S. alone. That should be of concern to apparel makers, because activewear has been a rare bright spot in an otherwise sluggish clothing industry. Activewear sales increased by 16 percent in 2015 from the year before, compared to a 2 percent year-over-year rise in total apparel sales, according to NPD. Stripping out the category, total clothing sales would have declined by 2 percent, NPD said.After companies led by Lululemon showed they could make hefty profits off of stylish, $100 yoga pants, heavyweights like Nike further embraced the trend, while Dick's Sporting Goods and Sports Authority created their own private-label brands. Then, discounters,
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specialty shops such as Victoria's Secret and even luxury players like Tory Burch piled on.Now, it seems like everyone has their own athleisure line (ahem, Beyonce). And the overload is pushing down average selling prices across the industry. Take a look at what's happened to activewear tights and capris, arguably the staple of any athleisure wardrobe.
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