Impressions – Team & Activewear – Spring 2018 - 12

Standard colors, like black and gray, remain popular for
performancewear, but brighter colors and patterns are
popping up across the market.

The Millennial Effect
No demographic is driving this trend more
than Millennials. Born between the early '80s
and mid-'90s, this group has come of age at
a time when workplaces are more casual and
interest in physical fitness is at an all-time
high. With Millennials estimated to comprise almost 25% of the U.S. population,
it's no wonder that this group is seen as
the main force driving the popularity
of everyday athleticwear, a market that
reached more than $45.9 billion in
U.S. sales in 2016, according to The
NPD Group Inc., and is expected
to continue growing.
The main factors driving athleisure's popularity are comfort,
convenience and style, all of which
are intertwined. "[Activewear is]
lightweight, comfortable and more
acceptable to wear in public than
pajamas - but feels like you're wearing pajamas," says Amanda Dow, a
32-year-old marketing coordinator.
Shirts, pants, jackets and shoes made
of lightweight, form-fitting materials like
spandex and other synthetic fibers take advantage of relaxed fashion standards while
providing cozy, flexible comfort. The jeansand-T-shirt combination, which has long
dominated casual wear, has given way to
even more comfortable materials and styles.

Adaptable Apparel
The blending of athletic and casual wear is
thanks in large part to Millennials' emphasis
on healthy living. This increased commitment
to wellness and fitness means physical activity
is integrated into daily routines; working out
is no longer a hobby or a chore, but part of a
lifestyle. Gyms, yoga studios and juice bars
dot the landscape, and even fast-food restaurants are offering healthier options. Having
separate clothing for work, exercise and social
life simply isn't practical anymore, and the
technical side of athleisure enables the merging of the three. Antimicrobial, breathable,
wrinkle-resistant and sweat-wicking fabrics
allow for comfort while working out and for
easy transition into everyday life.

12 * Spring 2018

This versatility also helps explain the popularity of activewear. Whether walking the
dog, taking care of the kids or spending an
evening out with friends, consumers are more
comfortable and have a freer range of motion
than ever before. You can find people wearing
athletic apparel for almost any activity, from
bicycling, to shopping and dining. And that
means consumers can buy it almost anywhere.
They no longer need to frequent the local
sporting-goods store for activewear, as it can
be found anywhere from high-end department stores to the local Walmart. Some fitness
brands, like Lululemon, even have their own
standalone stores, specializing exclusively in
yoga and fitness apparel.
The presence of both high-end and
economy brands also boosts the clothing's
popularity. Celebrities like Beyoncé Knowles,
Kanye West and Carrie Underwood have their
own activewear lines, but consumers can achieve
the same look as the stars for far less money.
For Millennials, price is an important factor
they consider when shopping for athleticwear.
"I just look for a good fit, cute, and cheap,"
says Ciara Vierk, a 28-year-old digital designer. "I'm not one to spend $60 on a pair
of yoga pants, but I know most girls in my
generation do."

Feeling (and Looking) Good
The combination of form and function is part
of activewear's appeal, as well. Millennials want
to look as good working out as they do when
dining out, and athleisure apparel makes it
possible to be stylish in the gym and on the
street, without the need to change. "Workout gear has become super-stylish over the
years, so it's easy to look casual and put-together with zero effort," says Stacy Osborne,
a 29-year-old graphic designer.
It also has become fashionable to mix sportswear with other clothing styles, further enabling the integration of athleisure into casual
wear. Yoga pants, a staple of the athleisure
trend for women, can be worn with a sweat
shirt or with a blazer, and even with heels,
depending on the setting. And you're just as
likely to find a performance golf shirt worn

Impressions – Team & Activewear – Spring 2018

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