According to the NPD Group’s recently released “The Future of Apparel” report, athleisure currently accounts for 24 per cent of total apparel industry sales and this growth is likely to continue over the course of this year and into 2019.The report further highlights that sales of sweatshirts increased by double digits in the twelve months ending June 2018, while sales of active bottoms increased by 5 per cent.

The report demarcates consumers into six segments, including Connected Consumers, Brand Loyals and Retail Reluctant. It found that Social Shoppers, defined as being ‘fashion and image conscious,’ and ‘comfortable shopping online’, were representative of typical athleisure consumers. The study also points out that athleisure has become mainstream across all segments, having been embraced by consumers from a wide range of demographics.

Changing social attitudes concerning casual wear and increasingly health-consciousness among consumers have also contributed to activewear becoming a staple in the wardrobes of its consumers.