The global athleisurewear market is seen by many to be at a tipping point. Is it here to stay or will it just end up as yet another fashion fad?
Thisreport isa significant departure from just-style’s normal approach to clothing market sectors. The fundamental premise of this report is that athleisurewear is worn for the purpose of the experience, not as a product only. Consequently, although there are market estimates using typical just-style methods, they are based on what the garment is to be worn for, rather than what the garment actually is.
The report concentrates on activities that the consumers of athleisurewear participate in to undertake the experience. The report suggests that organisers of “experiences” are not good at selling merchandise as an add-on, and often are not set up to do so. They are missing out on a commercial opportunity, and are allowing “organised” retail to dominate this clothing sector.
General purpose physical (bricks and mortar shops) retailers are not attracting athleisurewear purchasers. They see them as too bland and ordinary. Specialist sports physical (bricks and mortar shops) retailers are attracting athleisurewear consumers through a mix of sports brand power and reasonable pricing. Both general purpose catalogues/internet sites and athleisure specialist catalogues/internet sites appear to be gaining market share.
Estimating the global athleisure clothing marketIn order to estimate market size for athleisurewear, there are three dimensions involved; garments, activities and method of purchase. Think of this as a cube of data. The cube can be sliced and diced in a variety of ways, but in order to drill down to specific athleisure garments bought to be worn for an activity, the whole clothing world has to be sub-divided, then sub-divided again, and then yet again.
In the report, we begin estimating the market size for athleisurewear by firstly estimating the market sizes for apparel. We provide data on the following regions and markets:
- World totals
- North America
- South America
And the following categories:
- Sports/sporty casual
Given the embryonic nature of the sector, throughout the report, we only focus on latest year rather than trending or forecasting mutliple years.
The report then looks at population and exercise participation. We estimated the percentage and volume of adults in selected North American and European countries who are:
- Taking exercise of some sort
- In organised sports activities
- Members of a health club, gym or fitness centre
- Involved in athleisure activities
This information has then been combined with retail pricing data and purchases by leisure activity, for us to estimate potential consumption and therefore purchase of athleisurewear.
So this report’s methodology finally arrives at estimates of consumer purchase volumes of athleisurewear by major country and regions for 2017.
Elsewhere in the report, the authors discuss celebrity endorsements and design, brand and owner profiles and we conclude on whether the category is set to be just a short-term trend, or an irreversible change to consumers’ wearing habits.