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“ I have a very intense look at potential cooperation partners and consider a lot, if we suit 100% to each other. More and more brands are therefore pairing up with celebrities for an ad campaign or a collection, or have sponsorship deals with sports athletes. When it comes to market athleisure wear, influencer marketing is an effective tool to help brands raising their profile as a cool sports or athleisure brand. They tend to be very loyal to their brands.” People like to buy brands, they are buying into quality as well as function and innovation. As we are becoming far more conscious of health and well-being, it is one of those product areas that will continue to become part of the consumers’ wardrobe. Strachan: “No, athleisure is not a fad or short-term trend.

” Will the athleisure trend ever fade away? To make a pair of running leggings look like casual wear would be to pair it with baseball caps, a bag, a belt, a more casual jacket or a hoodie – and automatically, it transforms a performance-led product into an athleisure look.

CONQUER FITNESS LEGGINGS SWEDEN HOW TO

A lot of marketing comes down to the in-store and online experience how to present the items. Strachan: “The brands that have been most successful in leveraging the athleisure trend and building their sales are those that can display their products to multiple audiences. T he fastest growth has been seen in the women segment of athleisure.” How do brands market athleisure wear? Especially for women, it has become more of a fashion statement. They either want to buy sportswear or the athleisure look. Fitness is becoming more important, so we are seeing a slightly older age group that is still wearing athleisure. Strachan: “The most active wearers of athleisure are between 16 and 30 years old people who are feeling younger and are also dressing younger. There is still a lot of opportunity for brands operating overseas, particularly in the Asian-Pac region.” Who is wearing athleisure? In China, it has just started to become a big trend. There are still lots of markets overseas, where athleisure wear is relatively new. It has grown since then and it continues to outperform overall clothing. So, it definitely started in the US and hit Europe around five years ago. The Americans have created that kind of coffee culture going out for coffee after the gym in athleisure wear. Strachan: “In the US, athleisure has been around for a long time.

The end use of the product may be different from what it was specifically designed for. It is about this casual aspect of activewear. Athleisure can be worn for sports, exercise or training, but also for casual wear. Strachan: “It is sports performance clothing and footwear that has some kind of fashion design influence as well as sports technical features, such as the isolation of sweat working. To analyze the athleisure market in all its aspects, we spoke with the retail expert from Global Data in a Q & A session:

“ The demand for comfort, style and performance in clothing and footwear has encouraged consumers to include activewear in their core wardrobe – pairing items with denim, dresses or formalwear,” she continues. “ One of the major trends driving the athleisure market is the desire for a multifunctional wardrobe,” Honor Strachan says. In fact, a fifth of the total clothing and footwear market is consisting of athleisure wear today. But what makes this fast-growing fashion trend so popular? By introducing sports and athleisure ranges, retailers and brands have maximized opportunities to profit from this growing trend.

Conquer fitness leggings sweden