PPB October 2015

IRST THERE WERE CASUAL FRIDAYS.

Then every day became casual day. Today it’s hard

to tell if people are headed to the gym, to run

errands or to the office—and often it’s because the answer

is yes to all three. “Casual and ‘athleisure’ have taken on a

life of their own,” says Marshal Cohen, chief industry ana-

lyst for The NPD Group, Inc., a global information com-

pany. “This is no longer a trend—it is now a lifestyle that

is too comfortable, for consumers of all ages, for it to go

away anytime soon.”

Now, with one stylish and stretchy ensemble you can

be dressed for the whole day—yoga class, work (depending

on your industry), lunch, drinks and dinner out. Even guys

are pulling off wearing fitness pants to their mobile offices

at Starbucks or to hang with the crowd for Thursday night

drinks. No wonder people have been ditching their denim

in recent years. Who wants to snap a snap or zip a zipper

when you can just pull on some snuggly, soft fitness pants

and call it a day?

The numbers bear out the trend toward a market pref-

erence for fitness apparel, with NDP’s data showing U.S.

retail activewear market sales increasing by seven percent

for the year ending in October 2014 and U.S. jeans sales

dropping eight percent, with activewear comprising 17

percent of the total clothing sales. “Consumers are drawn

to its comfort and versatility, and the fact that it still

makes a fashion statement. Activewear, by nature, also

evokes a sense of athleticism and well-being, which only

adds to its appeal,” says Cohen.

To capitalize on the athleisure trend, wholesale manu-

facturers are introducing more fashion-forward styles that

are innovative, colorful and unique, and worthy of being

not just seen but also admired outside the gym. With the

media saturated with ultra-toned celebrities such as Carrie

Underwood and Beyoncé touting athleisure brands of their

own, promotional apparel is sure to follow along. It won’t

be long before companies offer athleisure Thursdays or

workout wear Wednesdays, providing plenty of opportunity

for promotional apparel.

JULIE RICHIE IS ASSOCIATE EDITOR FOR

PPB

12 •

PPB

• OCTOBER 2015

INNOVATE

ATHLEISURE: AT THE INTERSECTION OF FASHION AND FITNESS

BY JULIE RICHIE

COMMUTING IN COMFORT

EYE ON APPAREL