Why the “Athleisure” Market is Booming
A case study into why activewear brands are growing at the moment, featuring insight from industry expert, Ngozi Musa.
Lululemon reported a +68% increase in e-commerce sales for its first quarter of 2020. It’s not typical that companies grow amid a global pandemic and recession. So, we spoke to Harvard track and field alum and founder of Aesthetics & Athletics, Ngozi Musa, to hear her expertise on why activewear is booming.
LIFESTYLE
I think this increase in health and wellness is fueling a new and refined love for activewear and athlesiure. In the midst of this pandemic, more people are starting to prioritize their health — mentally, emotionally, and physically. This means people are more active and exercising more. Additionally, since no one is going anywhere, there is a surge in activewear because it’s more comfortable.
E-COMMERCE
I think In person it’s experiential — you can feel the comfort of the activewear and athleisure on your body. You can see how it fits and imagine how it would fit doing an activity. While online, you are looking at it on someone else’s body and you aren’t able to connect with it as well. The biggest challenge with activewear online is that you aren’t sure about the fit until it comes, you try it on and wear it to workout.
IDENTITY
As a D1 athlete, If I wasn’t in my team issued gear, I was in athleisure. It became my uniform outside of the track and gave me a level of comfort because it represents my identity in the highest level of competition, but also just walking around in everyday life. It helped me to feel like I could fit in — I didn’t have to come dressed up or put together — I could just come as I was. I think it also changed the way society looks at athletics and women. Athleisure made athletics and working out “cool”. It allowed society to embrace the dual identity of women as both caring about aesthetics, but also caring about athletics.
TRENDS
The biggest athleisure trend that i am seeing return every summer is biker shorts. Biker shorts are my favorite because they are mini leggings and can be worn to workout with a crop tank, or with an oversized shirt, sweatshirt, or even blazer. Biker shorts are so versatile and will be making a comeback every year for a long time. Another trend I am seeing is this increase in matching sets — solid and tie dye.
TIPS
I would say [everyone needs] a good pair of versatile black leggings. Everyone owns black leggings, but not everyone owns a pair they really love. I would say invest in a pair that you can do just about anything in! Another staple especially for this summer is a good pair of black biker shorts! Biker shorts can go a long way especially as it gets hotter and you don’t necessarily want to wear leggings. Lastly, I would say a comfy sports bra! There’s nothing more uncomfortable than an uncomfortable sports bra!
Huge thanks to the wonderful Ngozi for this interview and insight. Find her, & her company, on Instagram, and listen to her podcast.
This interview piece was originally published on fashionabledata.com.
