Fashion Trends in the USA: Athleisure and Activewear

Athleisure is the fashion of the 21st century: functionality, comfort, good design, and excellent material quality 

Activewear and Athleisure: The Most Resilient Categories in the American Fashion Sector

In a global context where the pandemic has highlighted health issues, prompting consumers to become more aware of the importance of a healthy lifestyle, sports have increasingly become an integral part of people's daily routines. This is also driven by a new cult of beauty and fitness that feeds on followers on social media. The increased interest in fitness and the return to participating in any outdoor activity, with the rise in outdoor sports, will also boost the demand for leisure sports equipment: backpacks, fanny packs, hiking boots, just to name a few. Various companies are thus focusing on specific categories of activewear products to create increasingly tailor-made lines that best suit people's diverse needs. And so, as wellness takes on a new meaning and consumers view sports as leisure and entertainment, the sportswear business continues to grow.

According to a report by Statista, the sportswear market in the United States alone reached $105.1 billion in 2020, and it is expected to rise to $113.4 billion in 2021, approaching a peak of $147.1 billion by 2025. It is estimated that the value of activewear sales will return to pre-pandemic levels by early 2023. The expectations for stronger recovery in sportswear, compared to other fashion categories, are confirmed by a demand mainly driven by athleisure trends and casual wear.

America is Crazy About Athleisure: A New Concept Where Comfort and Style, Performance and Practicality, Function and Fashion Meet [and Sales Soar..]

Athleisure, made up of the English words athletic and leisure, is a trend that started in the United States a few years ago, encompassing all those sportswear items that can also be worn in leisure time. A term that has now fully entered the fashion dictionary. Credit is also due to celebs and influencers, who have integrated athleisure elements into their daily outfits, popularizing iconic sportswear items like leggings, shorts, or sneakers (preferably chunky and flashy). In recent years, the line between what is worn for training and what for leisure time has become increasingly blurred, in a constant search for balance between functionality and trend. Items belonging to technical apparel that sculpt, shape, and lift have left the gym bag to take a place in everyday wardrobes: from sports bras and yoga leggings that influence urban looks, to joggers (the classic track pants revamped to be fashionable), to hoodie mania: hoodies in all versions (oversized, cropped, or short) that add a touch of glamour even to more classic looks. Not only is the Athleisure trend establishing itself, but it belongs to the fastest-growing segment of the lifestyle and clothing branch: globally, its value reached $284.73 billion in 2020 and is expected to register a CAGR (compound annual growth rate) of 8.6% from 2021 to 2028. A trend destined to increasingly influence the fashion industry over the coming years, especially in America. 

Fashion brands, for their part, are patenting innovative fabrics that combine high performance in comfort, fit, and pleasant touch. From breathable fibers that reduce perceived temperature to hypoallergenic and antibacterial fabrics, to materials that protect against UV rays. According to Forbes, American Millennials and Gen Z seek eco-friendly, high-quality clothing that lasts. The United States is a pioneer in fashion sustainability, investing in research and development to discover new vegan fabrics and innovative materials like repurposed plastic, organic cotton, regenerated nylon, or recycled polyester.

Product Launches, Collaborations, Expansions into New Markets, and Innovations in Athleisure Apparel Drive Sales Growth in the American Market of This Segment

The number of sportswear companies (and not) trying to gain a market share in the athleisure segment, which boasts an annual turnover of almost $400 billion globally, is steadily increasing. In the US market, everyone wants to enter the category to grab a piece of the pie: from giants like Nike, Lululemon, Under Armour, Puma, Adidas, to emerging independent brands, and almost all major brands and retailers have added activewear capsules to their lines to adapt to the trend. Athleisure represents almost a contemporary status symbol in wellness mode, now pursued by a large portion of society. This trend is also consolidated by luxury sportswear, which has added athleisure to its collections or is collaborating with other activewear brands to launch limited edition pieces. Even the Italian luxury brand Redemption launched its first athleisure clothing line called Athletix in 2020.

Lululemon's Revenue Growth Continues: +30% in the Third Quarter

Lululemon, the quintessential brand that helped build the athleisure boom, which started by specializing in yoga pants and clothing before it became trendy, is now a sector leader despite the increasingly crowded market. Lululemon recorded a record third quarter with a 30% growth. The athletic wear company reported net revenue of $1.5 billion, compared to $1.1 billion for the same period the previous year, despite supply chain disruptions. The brand's comparable sales increased by 27%, marking a +32% in stores and a 23% increase in its direct-to-consumer revenue. According to Lululemon CEO Calvin McDonald, "the epidemic ultimately served to accelerate changes already underway in American consumer behavior, impacting the evolution of fitness in daily life, a trend the company had been focusing on for a long time."

The Value of the Yogawear Sector in America 

In the United States, 37 million people practice this discipline (300 million worldwide) for a business worth $60 billion. The yoga apparel segment is expected to become the most profitable market share by 2028. Besides Lululemon, brands like Alo Yoga, Outdoor Voices, Fabletics, Gymshar and Beyond Yoga have significantly led this sector in recent years. Beyond Yoga, in particular, was recently acquired by Levi's, the denim giant, who signed a $400 million check to incorporate the athleisure brand, leaving its co-founder Michelle Wahler in charge.

Online Sales Drive the Acquisition of New Consumers in Athleisure 

The rise of social media, coupled with increased sponsorship on these channels, has further boosted demand growth in the athleisure market. Wellness and fitness influencers are significantly driving the sector. Web stars (and starlets) use their Instagram storefronts to keep wellness enthusiasts glued to their devices, wearing athleisure pieces and shining a spotlight on brands, offering them visibility and an ever-growing consumer base. The growth of the online market has indeed increased accessibility to athleisure: consumers now have the opportunity to easily access these products, which have moved from a niche market to a dominant trend for a mainstream audience.