Multifunctional wardrobe set to drive athleisure market, says GlobalData

It seems that the popularity and influence of the athleisure trend will continue as our favourite fashion choice, as we seek multifunctional clothing more than ever before, driven by the demand for comfort, performance and style.

Li-Ning, SS20 - Paris Men's Fashion Week.

According to GlobalData, a data and analytics company, 20% of UK consumers purchased sports clothing specifically for leisure activities and free time in the last two years, not to exercise in.  Also 68% of consumers who purchased sport clothing for exercise also wore such items for leisure activities and free time, eating our or shopping.

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.

GlobalData forecasts that the global athleisure market will rise 9.0% in 2019 and will continue to outperform the total clothing and footwear market beyond the company’s 2023 forecast period.  

Athleisure fashion pushing boundaries.

A catwalk show at Pure London,

July 2019.

Photo by Lucia Carpio.

Honor Strachan, Principle Retail Analyst at GlobalData, commented: “Over the next five years, the sportswear market will be one of the leading retail sectors. Activewear 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 formalwear collections."

Strachan explains: “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 & footwear market.”

Moreover, increasing consumer appetite for comfort has also fuelled sales of activewear 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. These qualities have filtered into consumers’ everyday wear and not just when they are at the gym.

Adoption of the athleisure trend in much of Asia has been slower, so international and national brands are leveraging social media, third party selling platforms and brand ambassadors to sell the appeal of having a sports and street influenced wardrobe.

Strachan concludes: “Chinese brand Li-Ning has exploited its credentials as a sports manufacturer to produce high fashion casualwear which can be worn for training or leisure, while Nike’s instore and online outfit styling provides inspiration on how to wear pieces for multiple uses encouraging consumers in China, Taiwan, South Korea and Japan to incorporate sportswear into their everyday wardrobes.”






Photos above and left are from Chinese sportswear and fashion brand Li-Ning's catwalk show staged in June 2019 during the Paris Men's Fashion Week.