The athleisure trend continues to dominate the fashion industry in Southeast Asia, as consumers prioritize comfort and functionality in their clothing choices. Athleisure brands have emerged as winners during the pandemic, and the trend is expected to remain very dynamic in the region, with a 9.5% retail value CAGR over the forecast period.
The pandemic has played a significant role in driving the trend, as people have turned to comfortable and functional pieces of clothing such as leggings, tracksuit bottoms, sports bras, and hoodies during lockdowns.
The athleisure trend in Southeast Asia is driven by consumers' increased focus on their health and wellness, with many people taking up regular exercise and making various routine changes to boost their physical and mental well-being. The trend is expected to continue as consumers' desire to lead a healthy lifestyle shows no signs of diminishing.
Hybrid working policies and the greater acceptance of remote working are also contributing to the popularity of athleisure, as people have less need for traditional business attire and formal clothing. This allows consumers to dress in more comfortable and versatile options that can be worn on and off the job.
Southeast Asia offers plenty of opportunities for versatile fashion items, with 40.3% of online consumers in the region willing to pay more for comfortable clothing in 2023. This prioritization of comfort is seen among both males and females, with more and more consumers prioritizing clothing that allows them to move freely and feel their best selves.
As a result, athleisure brands will continue to flourish in the region, and fashion brands in Asia, whether fast fashion or luxury, will continue to bank on athleisure.