Demand for comfort, performance and style has driven the need for a multifunctional wardrobe which has given a huge boost to global athleisure market which is growing at nine percent. Consumers who purchase sports clothing for exercise also wear such items for eating out or shopping. This willingness to pair sportswear with core wardrobe pieces has opened sportswear brands up to new audiences and allowed them to diversify into new product areas, boosting their share of the global clothing and footwear market. Active wear brands are selling consumers a lifestyle, and fashion retailers are leveraging their style credentials to produce affordable fitness ranges to sell alongside core casual and formal wear collections. Increasing consumer appetite for comfort has also fuelled sales of active wear and trainers with brands utilising their technical expertise in ensuring products offer freedom of movement, aid temperature and sweat control, shape the body and provide support.

While fashion trends and influencers have driven the success of athleisure market, sustainability movement will continue to support the desire for a multifunctional wardrobe. Consumers are purchasing more consciously and reducing spend on fast fashion, playing into the hands of those retailers and brands that can showcase the versatility of their items, as well as the durability and quality.