Athleisure in everyday wear

In the United States, the sports equipment industry is dominated by major players such as Adidas, Asics, Lululemon, and Nike. These companies have established themselves as industry leaders by offering diverse and distinct product assortments that cater to different consumer preferences and needs. Consumers seeking sports equipment are likely to find themselves spoilt for choice, as these brands offer a wide range of products that are tailored to various sporting activities. For example, Nike has built a reputation for its athletic shoes and apparel, while Lululemon has become synonymous with high-quality yoga and fitness clothing. Adidas, on the other hand, has a broad range of products that cater to different sports and activities, including football, basketball, and running, among others.

Examining Retviews data closely reveals various trends among popular brands in the activewear industry.  While footwear seems to be the top priority for many brands, Asics more specifically, brands like Lululemon are doubling down on their strengths and catering to yoga and fitness enthusiasts, with a primarily apparel-focused collection. Taking a closer look at its assortment, leggings make up 41% of Lululemon’s collection, as shown by Retviews’ data.

New players on the field

In recent years, there has been an interesting move in the fashion industry as major brands including American Eagle, Aritzia, GAP, and ZARA have begun to diversify their collections to incorporate activewear. This effort can be attributed to the increased yearning for comfort, which in turn boosted the popularity of athleisure. The latter has become a staple in many people's wardrobes in the post-pandemic era where the desired satisfaction was found in comfort, versatility, and practicality. Furthermore, the focus on style and fashion in athleisure has allowed these fashion brands to differentiate themselves from traditional sports brands, which may focus more heavily on functionality and performance.

Despite the end of the pandemic, Retviews’ data show that key US players in the fashion industry have experienced overall growth in their sports collection YoY. This trend is indicative of the consistent, and even increasing demand for athleisure. When taking a closer look at the share of sports’ apparel within major US fashion brand collections, ZARA was found to have the smallest collection, making up only 2% of its overall collection, while Aritzia has a sports collection share of 13%. This comes as the company has created two sports-focused sub-brands named TnA and TnAction™. Another notable player in this trend is American Eagle, which has exhibited a 57% increase in its athleisure selection from 7% to 11% YoY.

The entry of these players into the athleisure market allows them to appeal to a wider range of customers who are looking for athletic wear at a more attractive price point. This is particularly significant when compared to established sports giants like Nike or Lululemon, which fall under the more premium sportswear segment.

When comparing fashion-focused and sports-focused brands’ pricing strategies for their leggings’ assortment within the US market, Retviews’ real-time data show that prices at both Aritzia and GAP remain lower than Lululemon and Nike. Although pandemic-driven lockdowns have come to an end, comfort remains a priority for consumers, and brands are adapting their collections accordingly. As Aritzia and GAP both stand within the mass market spectrum, their price range is more affordable than sportswear powerhouses Nike or Lululemon, in terms of minimum, maximum, and average prices. Nonetheless, Aritzia stands out with a more premium selection of athletic wear, its most frequent price of $68 standing right above Nike’s.

The keyword for everyday wear is comfort

Frame, a brand known for its denim collections, has managed to tap into the trend of mixing comfort and fashion by launching its Jetset pants collection. These trousers quickly became the brand's best-selling item in 2022. The initial idea behind the Jetset pants was to react to the growing popularity of comfort and athleisure and create a sense of effortlessness.

Diving into Retviews’ detailed insights into each product’s description and price history shows that the Jetset Flare trousers are made from a soft and stretchy material, without any hardware, thus ensuring comfort. Numerous other brands also incorporate the comfort attribute in their trousers collection using different fabrics and features that ensure comfort.

The Athleta Endless City Pants is a prime example of the spreading trend, as shown by Retviews’ data. The US-based company uses PrimaStretch, a textured yet stretchy fabric that gives a formal look whilst remaining comfortable. Catering to the comfort-focused consumer, the mix between office wear and athleisure highlights brands’ shift towards a comfort-oriented approach to everyday wear.

The phenomenon of “looking presentable but feeling comfortable” has become a priority for consumers within the pants category for jeans and dress pants essentially. Retviews’ data show this shift as fashion brands are opting to incorporate stretchy materials into their pants designs. As consumers are increasingly seeking versatility and comfort in their wardrobe choices, Retviews allows brands to assess the competitor landscape in real-time and track where their own collection stands on the trend.

Mapping activewear in 2023  

Activewear becomes increasingly integrated into daily attire. Fashion brands are responding to this trend by creating more and more activewear collections, and by incorporating sportswear-like features in their regular collections. This trend reflects a growing desire among consumers for versatile, functional clothing that can be worn for a variety of activities and occasions. Retviews is leading brands’ best ally in staying ahead of their competitors in the rapidly evolving market. By leveraging the platform's advanced AI analytics and data-driven insights, brands can optimize their pricing strategy to ensure that they are maximizing their margins whilst remaining on top of the competition.