Athletic wear continues to drive apparel sales despite most people returning to their offices. Recently brands Abercrombie, Express’ UpWest and Revolve launched their first athletic wear collections following the first sneaker collection launched by footwear brand Birdies. Continued launch of athletic collections is also sustaining demand for high-performance fabrics and silhouettes. It is also boosting activewear apparel sales that surged 37 per cent year-over-year last year, says the NPD Group.
Athleisure dominated not just apparel but also footwear sales last year with sports-leisure footwear lifestyle sneakers emerging as one of the most popular shoe subcategories during the year. The category captured over one third of all footwear revenue in 2021, indicates a Modern Retail report. Athleticwear became almost a permanent fixture in shoppers’ closets with the trend continuing even this year.
Sustained demand leads to new launches
After the soft launch of a few styles earlier, Abercrombie recently launched its new athletic sub-brand, YPB. Denoting Your Personal Best, the brand offers products like leggings, bike shorts, sports bras and gym bags. The products were designed after almost 18 months of research post the launch of another sub-brand called 96 Hours in 2017, notes Kristin Scott, Global Brand President. For the last few months, the brand has been a witnessing demand for activewear on its website, explains Corey Robinson, SVP, Design and Merchandising. This has encouraged it to launch an active wear range focusing on quality and fashion alongside traditional athleticwear concerns like performance or fit.
Similarly Birdies has forayed into athleticwear space with two new shoe launches —tennis sneaker and a running sneaker. The brand that earlier focused on more formal footwear like velvet flats or tasseled loafers, has now riveted to sneakers, adds Marisa Sharkey, Co-Founder, Birdies.
Category positioning poses a challenge Besides Birdies and Abercrombie, other fashion-focused apparel and footwear brands that have launched athletic or athleisure collections this year include resort wear brand Ona, Express ’DTC subbrand UpWest and fashion retailer Revolve. Similar activewear collections were launched last year by non-active brands like intimates brand ThirdLove and luxury house Roland Mouret..
The activewear market has become bigger and more crowded, affirms Kristen Classi-Zummo, Director-Market Insights, NPD Group. The pandemic has made it a staple in all wardrobes. Most fashion brands are adding athletic-inspired shoes to subcategories like boots and sandals. These days, sport leisure footwear sales are largely being driven by athletic brands, adds Beth Goldstein, Executive Director, NPD Group. Similar developments are been witnessed in the apparel segment.
On the other hand, fashion brands are struggling to position their new athletic or athleisure assortments into their existing portfolio. For instance, Birdies was compelled to release its new sneakers collection under the main brand to highlight its versatility. The brand also launched a new marketing campaign focusing on athleisure values.
Abercrombie is highlighting the performance qualities of its new range. The aim is to make a clear distinction between earlier products and the new offering. Classi-Zummo points out, athleisure category will continue to grow in 2022 as customers look for apparels spanning occasions. Versatility will be key to athlesiure’s future growth as brand continues to focus on innovative styles, patterns and customization, adds Zummo.
