Impressions - March 2024 - 24

Social Media Success
Social media plays a significant role in shaping
fashion trends and bringing together people
who share similar aesthetics and values around
how clothing is made and decorated. " Social
is a good place to see trends form, " Thomas
says. " A question we ask is, 'Are these influencers
and trendsetters looking to a time period,
or certain values to shape their content?' The
'90s nostalgia and our baby tee collection are
a great example of this. We see a lot of content
creators wearing baby tees, but there are also
throwbacks to many trends from that time
period like Barbie and band tees. "
For decorators looking to appeal to an
audience who'll purchase athleisure wear, it's
important to showcase in an inspiring and
educational way why the athleisure you present
are worth a second look. " With so many
options in the market, it's important to give
the customer a reason to buy your product, "
Oleksik says. " Ensuring each style includes
design features that elevate the garment and
make it different from others is key - but also
educating your customers is key. Highlighting
a garment's key features during scrolling
or crafting a captivating color story are some
methods we employ to leave a lasting impression
through social media. "
Sprout Social data reveals that 91 percent
of consumers trust social media's power to
connect people, emphasizing the importance
for brands to engage in authentically building
these connections. By uniting enthusiasts,
apparel brands and decorators can build emotional
connections, cultivating a more loyal
audience. " Influencers and brand collaborations
are also must-haves now and must be
authentic to your brand and products, " says
Goerke, who notes that Augusta Sportswear
started using influencers in a targeted way to
promote its six brands.
Looking Forward
As the global athleisure wear market continues
to grow, especially in the United States,
where consumers are increasingly focused on
health, fitness and sustainability, manufacturers
are reacting to customer preferences. " As the
industry evolves, sustainability in both product
and practices is going to become more important
year after year, " Oleksik says.
The comfort and performance attributes of
athleisure will continue to migrate into every
aspect of apparel as consumers expect performance
attributes in all apparel. " Expect the
combination of sustainability and performance
will continue to increase in importance, with
increased development of sustainable fabrics
with performance attributes, " Quilter says.
Ultimately, quality apparel is what will win
over customers. " Since athleisure wear is becoming
more acceptable in everyday fashion,
Trendy pastel colors give
this Urban collection a
fresh look. Photo courtesy
of Lane Seven Apparel
The Holloway Ventura
Hoodie (222598) is
suitable for men and
women. Photo courtesy
of Augusta Sportswear
Impressions - March 2024

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