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Millennials prefer sweatpants, yoga pants over traditional denim

Millennials aren’t wearing jeans any longer. They are switching from the traditional denim jeans to stylish (and far more comfortable) sweatpants or yoga pants from Lululemon, Nike or Under Armour. And it’s a trend that is definitely starting to manifest itself on retail shelves as well, as a recent study by Synchrony Financial revealed. Nearly 80 per cent of those surveyed said they have worn athleisure clothing defined as casual clothing, like yoga pants, sweatpants and hoodies on occasions other than working out while 69 per cent saying they wear athleisure in place of jeans at least once a week.

Apparel retailers should consider investing in the new trend of customers wearing yoga pants to the studio and beyond, said the Synchrony study. Not long ago, a Morgan Stanley study in October 2015 too had found sales of footwear and sports apparel have grown by 42 per cent over the past seven years to become a $270 billion industry.

Emerging markets like China, where health and fitness trend is just beginning to take off, are also expected to fuel growth in the coming years. Morgan Stanley estimates that the industry could see about 30 per cent growth or $83 billion in new sales by 2020.

But growth has come at the expense of traditional denim jeans as athleisure is much more acceptable nowadays. Sales of athleisure make up 28 per cent of all apparel purchases among teens, up from 6 per cent in 2008. It’s more popular and selling better than denim among upper-income teenage women, with athleisure sales amounting to 15.6 per cent of all sales among teenage girls in the Spring of 2015 compared to just 9.1 per cent for denim.

Even Levi’s, has started feeling the heat with Bloomberg noting the company has seen its sales dip by several billion over the past couple of years while its stock too have dipped.

 
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