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.

Denim with High Performance attributes from VICUNHA

Good quality denim wear are not just for showcasing our assets but also enhancing our well-being.  With the continued popularity of "athleisure" clothing, consumers' thirst for comfort and ease of wear are today addressed by denim makers who use new technology to meet the need for clothes that perform well throughout the day and not just in the gym.

Hi Stretch and Bi Stretch denim from VICUNHA  TEXTIL of Brazil.

Denim maker VICUNHA from Brazil is doing just that by focusing on performance.  Following the introduction of their temperature control denim last season, VICUNHA continue to expand on the theme and launch a selection of hi tech and hi performance fabrics for Autumn/Winter 2018-19, which will be on show at major international trade fairs this September including Munich Fabric Start 5th - 7th September (in the Blue Zone).

Using hi tech  yarns  from Nilit  they  introduce  3  hi tech  fabrics with antibacterial,  moisture  wicking properties  and  temperature  control.

‘BODY  FRESH’  keeps  you  fresh  throughout  the  day, preventing the growth of bacteria that causes body odour. Extremely resilient its antimicrobial properties lasting at least 50 washes.

‘AQUARIUS’ with a high-performance yarn is engineered to wick moisture away from the body, offering comfort to the wearer for continued effectiveness.  The  attributes  are  intrinsic  in  the  fibre,  and  will  not  wash  off  the  fabric, according to VICUNHA.

‘BREEZE’ helps maintain constant body temperature during and after physical performance and hot weather. Use of a special polymer creates soft touch and provides super ventilation.



















This  sector  of  products  is  very  important  for  the  market  as  finishing  techniques  push  the boundaries and the consumer demands clothing that performs through the day not just in the gym, according to executives at VICUNHA TEXTIL, driving the company to continue to pursue textile products in various weaves and weights.

“We see this trend (athleisure) continuing and  customers  growing  their  options  and  adding  new  weave  variations”,  says  Thomas Dislich, Managing Director VICUNHA TEXTIL for Europe and Asia.  "Hi Stretch and Bi Stretch are  still  very  important,  thus VICUNHA  extends its  offer  to  include  bi-stretches  with  higher elasticity adding more vintage options, and although the interest was initially for ladies we are also seeing this coming through for menswear”.

All images from ROLAND HOFFMANN Public Relations for VICUNHA TEXTIL.