PPB October 2018

by Terry Ramsay F i t ness Appa r e l W ellness has officially made the transition from a trend to a lifestyle, and as a result, the fitness apparel market continues to outperform growth expectations. According to Global Industry Analytics, Inc., worldwide sales of activewear will top $231 billion by 2024. There’s no question that performance apparel is taking over the fashion industry. In August, corporate apparel giant VF Corporation made headlines with the announcement that it is spinning off its sluggish jeanswear businesses—iconic brands Wrangler and Lee— to focus on its athleisure and performance brands. As part of its growth predictions for the segment, retail technology company EDITED stresses the distinction between fitness apparel and loungewear. Although leggings have become as commonplace in the grocery store as they are in the gym, apparel that is designed specifically for movement— not just relaxation—is where demand is projected to skyrocket. Performance fabrics such as those offering moisture wicking, odor prevention, UV protection and compression benefits are on the rise. Interest in post-workout fabrics that Let’s Get Physical Sweat it out in technical fabrics with high-fashion style. 16 | OCTOBER 2018 | INNOVATE