25 Data Points on Millennials and Athleisure You’ll Need For Your Next Presentation

In an effort to save you time, we’ve researched data points from publicly available sources throughout the internet and compiled some of the best research and data points into this document.


MacKenzie Corporation | Who Is The Athleisure Consumer?

  • According to a piece by CBS News, Americans spent nearly $44 billion on so-called ‘active wear’ [in 2015] up 16% over 2014
  • Meanwhile, denim sales have taken a hit, down 5% or more every year since 2013
  • The market is flush with customers ready and willing to spend $50-$150 per purchase (57%)

Cotton Inc. | Athleisure Category Remains Strong

  • 82 percent of U.S. consumers say they “love” that they can go into any store and find active clothing according to Cotton Incorporated’s U.S
  • The U.S. activewear market is projected to grow 27 percent from about $54.3 billion in 2015 to $69.2 billion in 2020
  • This is similar to growth rates projected for other developed markets such as Europe (+25 percent) and Japan (+22 percent), but below growth rates of developing markets such as China (+47 percent) and India (+43 percent) over the same period
  • Euromonitor International also points out that more traditional apparel retailers have been entering the active/sportswear category. Some of these include fashion retailers like H&M and Forever 21, which introduced active collections in 2015, as well as Topshop, which brought in an active collaboration with Beyoncé, and J.Crew, which partnered with New Balance
  • More designer-driven brands may be taking hold because most U.S. consumers (about 90 percent) wear activewear for purposes other than exercise, according to the Activewear study
  • About 2 in 3 describe athleisure as a more casual way of dressing that “will be around for a while.” And about 3 in 5 say activewear has become their new casual wardrobe

Quartz Media | The rise of yoga pants has brought on an existential crisis for old-fashioned blue jeans

  • By 2020, 40% of American workers are expected to be freelancers, many of whom will work from home and likely spend the day in soft, comfortable clothes
  • According to NPD, sales of jeans in the US increased through the year ending in June due to a renewed focus on comfort and fit, marking their first rise in years. In the 12ME June’16, U.S. sales of men’s & women’s jeans grew 2% to nearly $13B, driven by a 4% increase in the # of women’s jeans sold

Cotton Inc. | Athleisure Works a New Angle

  • Last fall, the U.S. activewear market was valued at $44 billion by the NPD Group, and Morgan Stanley expected it to grow to $83 billion by 2020. Globally, the firm predicts athleisure sales will climb to more than $350 billion in three years
  • More than one-third of consumers (34 percent) say they wear casual clothes to work, according to the Cotton Incorporated Lifestyle Monitor™ Survey. And 27 percent say they “have to dress business-like” but admit they “have a little freedom.” Further, more than 7 in 10 consumers (71 percent) say their office has at least one casual day
  • Rihanna increased Puma’s net worth by 4 percent with Fenty, the singer’s athleisure collaboration that debuted in Spring 2016
  • Kanye West’s Yeezy Boost sneakers increased Adidas’ sales by 12 percent.
  • Beyoncé’s athleisure line, Ivy Park, increased Topshop’s Instagram engagement by 50 percent on posts showcasing her line.

Mintel | High heels take a tumble: More women buy trainers than high heels for the first time in 2016

  • Indeed, new research from Mintel reveals that 37% of UK women who have bought footwear in the last year bought trainers, compared to 33% who bought shoes with a heel
  • Almost half (48%) of women in this age group bought trainers in the past year, compared to 30% of the same group who bought heels
  • Overall, flat shoes are still the most popular type of shoes purchased at 51%, with women’s flat boots (30%) and flat sandals (25%) following in fourth and fifth place after trainers and heels
  • Women aged 35 to 44 have become the main trainer buyers proving the trend is no longer limited to younger consumers.” Today, the UK footwear market is putting its best foot forward, with sales expected to increase 5.4% in 2016 to reach £10.5 billion, up from £10 billion in 2015
  • In comparison, women’s footwear fell 2.5% from £5.6 billion in 2015 to £5.5 billion in 2016
  • For footwear buyers comfort is king, as three quarters (74%) of Brits who have bought footwear in-store or online in the last year agree that comfort is more important to them than fashion
  • In contrast, just 28% prefer to buy shoes that follow the latest fashion trends
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