ATHLEISURE WEAR TREND REPORT Activewear Brazil, 2016 KCB203 Final Assessment Samuel Wood and Matthew Zago
See Want Shop, 2016 Introduction In a generation known for narcissism and self-absorption, conspicuous consumption plays a larger role in the fashion industry than one might assume. Living in a globally interconnected and industrialised society allows people to design an outward perception of themselves through what they consume (Page, 1992). Naturally, clothing that makes someone look fit, healthy, and fashionable is going to be consumed on a larger and larger scale by those who seek self-actualisation through fashion statements, leading to the global phenomenon of athleisure (Diss, 2015). This trend, often referred to as active-wear, will be explored throughout this report in pursuit of understanding current consumer desires, and how best to cater towards an exponentially growing market. It is the growing appearance of fitness apparel used to bridge the gap between streetwear and athletic goods, and has already had such a pervasive impact on the fashion industry that brand name giants like Nike have created entirely new product lines for this market, and companies like Lululemon hinge on the continued success and propagation of this trend (Khomami, 2016). One only has to take a short walk through the city of Brisbane, or step inside a gym for a few moments to see the saturation of this apparel style with those in their 20 s and 30 s. There are several reasons that athleisure apparel has become such a viable production choice for fashion retailers; social media provides a platform to publicly idealise oneself and propagate the trend, it provides consumers with the convenience and comfort they desire without sacrificing style, and most importantly it sells a lifestyle. Manchic, 2015
Demographics Confirmed by our primary and secondary research, the seamless integration of this trend in the fashion hierarchy is due to the perceived lifestyle benefits that consumers get. Companies like Nike, Under Armour, and Lululemon are selling motivation, inspiration, and a combination of functionality and fashion statements. They appeal to pathos by using simple and memorable phrases that imply lifestyle improvements with only the addition of their brand to a wardrobe, such as the Just Do It legacy that Nike created, Sound Mind, Sound Body from Asics, or Find Your Strong from Saucony. By utilising qualitative research methods to gather information in real world applications, four main consumer demographics have been discovered. These are the fitness fanatics, yoga elite, bandwagoners, and fitspo, named for their different reasons for purchase and intended use of athleisure apparel. Fitness Fanatics A fitness fanatic is an individual with a strenuous workout routine or someone with employment that requires freedom of movement and athleticism, such as professional athletes or dancers. They frequently exercise in athleisure clothing, but are rarely seen wearing it outside of a gym or place of employment. They prefer apparel that provides complimentary functions, such as sweat-wicking, form-fitting, breathability, with unrestricted movement. Casually Tailored, 2016 ACTIVE, 2016 Yoga Elite The Yoga Elite are the by-product of a unique marketing strategy attributable to Lululemon. By sponsoring local yoga classes with Lululemon apparel, a sense of heightened social status and connection to their peers is achieved. They feel a necessity to belong to the same peer group, giving the yoga elite a sense of social superiority with namebrand apparel in stylish designs. They are very publicly recognizable, wearing yoga-pants, brightly coloured singlets, and the latest iteration of running shoes. Very likely to wear athleisure clothing outside of a gym and when not practicing yoga to maintain appearances. Van Vuuren Bros, 2015 The Bandwagoners This is the group of individuals who strive to be seen as fashionable and trendy. Unlikely to use the apparel as intended, they exercise rarely while remaining very vocal about their clothing. This is the most common group to be seen in public. Similar to the yoga elite, this individual feels a desire to belong with a peer group- in this case, the brand community constructed around athleisure wear. They post frequently in social media to express their connection to the trend, but will quickly move to a new trending item, clothing or other. The Fitspo Similar to a bandwagoner, their consumption of athleisure wear is due to their desire to promote a fit and health image of themselves. Highly unlikely to actually exercise, they rely on social media to construct their ideal image via inspirational fitness quotes, photographs of healthy meals, and pictures of themselves wearing athleisure apparel. Their name is a portmanteau of fitness and inspiration, and is in itself a trending tag on Twitter and Instagram- two main social media platforms that this group uses.
Discussion Through the manipulation of these market segments companies have been profiting off the consumerist culture that these varied groups have established. The groups prove that the market for this type of clothing isn t specifically limited to the sporting lifestyle and that the possibility of success is not only there for the athleisure market, but is currently being utilised by highly successful companies in order to draw in large amounts of consumer spending. It can be seen in the current market conditions for athleisure, that the trend in question is undergoing aggressive market competition between the companies vying for consumer recognition. So far pushing product advertisement towards the persuasion of our purchase intent through the inconspicuous use of our social identity. Fashion psychologist Dawnn Karen stated People want to be healthy. They want people to know they live a healthy lifestyle, exercise and take pride in themselves. You want people to know you live a healthy lifestyle. There's a Nike, 2016 psychological aspect of wanting people to know this about you and for you to know it about yourself. It makes you more attractive to others -- to friends, to family, to a mate. We want people that are fit or trying to become fit, (Weingus, 2014) a trait maliciously manipulated through the industry for increased consumption, and sales of already overpriced athleisure all calculated to receive the most interest and demand from their target audience; while immoral in a sense the existence of these companies, Lululemon, Nike, Under Armour, just goes to further prove the existence of the trend for this type of clothing. As previously stated by Dawnn Karen, people want to commit to their social identity. An example of such, being the sexualisation of athletic female advertisements, drawing on the perceptions the customer has of themselves and their gendered self in order to forcibly contrast the customer with the seminaked sports model wearing athleisure clothing. This occurring in the same way that all the social groups, fitness fanatics, yoga elite, bandwagoners, and fitspo identify themselves to their respective groups. With the Athleisure trend growing in momentum, both through our increased need to portray ourselves as healthy, fit and sexy individuals, lacking in our mental fortitude to wear anything that isn t as comfortable as a Fashion Desain, 2016 cloud, as well as through business recognition and exploitation of our psychological needs; the market for athleisure, while adolescent, is steadily becoming an aggressive consumerist hot bed for clothing companies to make bank on the current social trend in clothing. With sales of athletic apparel boosting the clothing industry, up 4.1% from 2008-2015 on average, meanwhile, nonathletic apparel comparatively only gained 0.2% during the same time frame (Bain, 2016) many of the big players in the industry are feeling the impact from the cultural divergence shift. The effects of this is clear to see, with influential people such as the Kardashians, Taylor Swift and even the duchess of Cambridge picking athleisure over other products as a result of their own personal preference, not only are they an example of how culture has changed but they are also an integral part in spurring the athleisure trend further into the future. The trend will only gain momentum as more companies focused on this type of clothing reveal themselves from the wood works, all of them emphasising the consumerist culture we live in. I wouldn t be surprised if sometime soon we were to see nine in ten of every woman wearing yoga pants, I sight to behold I m sure, one all too feasible with today s consumer culture.
References Activewear Brazil. (2016, January 9). The 5 Golden Rules of Athleisure: Is It Really Acceptable to Wear Yoga Pants All Day Long? Retrieved from Activewear Brazil: http://activewearbrazil.com.au/blog/athleisure-trend-2016/ Diss, S. (2015, October 1). Everything You Need To Know About The 'Athleisure' Trend. Retrieved from Fashion Beans: http://www.fashionbeans.com/2015/mens-athleisure-trend/ Fashion Desain. (2016, January 17). KARLIE KLOSS GETS A WORKOUT IN KURT GEIGER'S SPRING ADS. Retrieved from Fashion Desain: http://www.fashiondesain.com/fashion-trends/karlie-kloss-gets-a-workout-in-kurt-geigersspring-ads Fergus, K. (2016, September 6). Taking Your Activewear Out of the Gym. Retrieved from See Want Shop: http://www.seewantshop.com.au/tag/adidas-by-stella-mccartney/ Khomami, N. (2016, February 13). Growing trend for 'athleisure' fashion sees Lululemon's fortunes rise. Retrieved from The Guardian: https://www.theguardian.com/fashion/2016/feb/12/growing-trend-for-athleisurefashion-sees-lululemons-fortunes-rise Manchic. (2015, November 20). DON T SWEAT IT; THE ATHLEISURE TREND IS HERE TO STAY! Retrieved from I Am Manchic: https://iammanchic.com/2015/11/20/dont-sweat-it-the-athleisure-trend-is-here-to-stay/ Molique, C. (2016, March 12). Men's Spring / Summer Style Inspiration. Retrieved from Casually Tailored: http://casuallytailored.com/ Nike. (2016). Women's Lifestyle Tops & T-Shirts. Retrieved from Nike: http://store.nike.com/au/en_gb/pw/womenslifestyle-tops-t-shirts/7ptzonezobp Ring, S. (2016, August). 8 Yoga Poses to Target Tight Hip Flexors. Retrieved from Active: http://www.active.com/fitness/articles/8-yoga-poses-to-target-tight-hip-flexors Van Vuuren Bros. (2015, September 24). Parody video pokes fun at women who wear activewear, without being active at all. Retrieved from News.com.au: http://www.news.com.au/lifestyle/fitness/exercise/parodyvideo-pokes-fun-at-women-who-wear-activewear-without-being-active-at-all/newsstory/ee1abb26a2f1bc9803efd80f2226d900 Asher, J., 2016. Kourtney Kardashian Dons Sexy Workout Look from Caitlyn Jenner's H&M Athleisure Line. [Online] Available at: http://www.instyle.com/news/kourtney-kardashian-hm-for-every-victory-athleisure-street-style [Accessed 29 October 2016]. Bahou, O., 2016. Kate Middleton Loves Athleisure Too! See a Rare Photo of the Duchess in Leggings. [Online] Available at: http://www.instyle.com/news/kate-middleton-wears-leggings-athleisure [Accessed 29 October 2016]. Bain, M., 2016. The rise of athleisure is eating into the profits of regular clothes. [Online] Available at: http://qz.com/675171/the-rise-of-athleisure-is-eating-into-the-profits-of-regular-clothes/ [Accessed 29 October 2016]. Higgins, T., 2015. Distressed Denim: Levi s Tries to Adapt to the Yoga Pants Era. [Online] Available at: http://www.bloomberg.com/graphics/2015-levi-strauss-confronts-the-yoga-pant/ [Accessed 29 October 2016]. Weingus, L., 2014. Why Women Spend Hundreds On Athletic Clothes They Don't Actually Wear To Work Out. [Online] Available at: http://www.huffingtonpost.com.au/entry/athleisure-workout-clothes-not-working-out_n_6323520 [Accessed 29 October 2016].
KCB203 Trend Report Interviews Basic Information Name: Ben Stormonth Age: 20 Gender: Male Occupation: Trade Apprentice Interview Questions 1: How active are you on a weekly basis? I m pretty active during weekdays, my job is a lot of constant lifting and movement, so it s kind of intensive. 2: Do you deliberately pursue fitness outside of your employment or day to day activities? Yeah I m active at the gym as well, maybe three or four times a week? 3: How do you view exercise? IE a hobby, recreational, lifestyle, for appearances? Just going to the gym is kind of a stress relief for me. I d say it s less about my appearance, more of a lifestyle choice. 4: Is your fitness related to your occupation? Absolutely. Going to gym helps me work better, it s pretty necessary to be fit when you re lifting and carrying stuff all day. 5: What apparel do you wear when exercising? Brands, styles, etc. No preference really, I just wear some old clothes. Shorts and a singlet. Always good shoes though. 6: Do you exercise better when wearing certain clothing? Yeah, I wouldn t go to the gym unless I had my gym gear on. Wearing loose clothing helps so I m not restricted, and I don t want to be sweating in clothes I d wear out. 7: Do you wear athleisure apparel when not exercising? Why/why not? Sometimes, depends on the weather and what I m doing. If I m out with mates at their place or something, then I don t mind just wearing footy shorts. 8: If yes to 7, how often do you wear athleisure clothing for day to day activities? After work I don t really care what I wear. It s only if I m going out that I don t want to wear old gym stuff. Maybe once or twice a week I d go to my mate s place wearing that stuff, but it really depends on the day and what I have clean. 10: Would you describe yourself as an active consumer of athleisure wear? As in, do you keep up with seasonal releases, new trends or styles? Not really. I don t really own athleisure wear, my exercise clothes are just old clothes that I don t mind sweating in. 11: What is most important to you in terms of style, comfort, and quality when choosing what you wear when exercising?
The style is important. Not for appearances, but I definitely prefer like shorts and singlets. Comfort is probably second, and I don t really care about how it looks or the quality of it. 12: What is most important to you in terms of style, comfort, and quality when choosing what you wear when you are not exercising? Probably still style. Around the house it s just whatever, but going out I definitely factor in how it all looks. 13: Do you prefer to wear high end brands or old clothing when exercising? I don t really own any high end gym gear. Best I wear is my shoes, but they re not just for gym anyway. I d prefer old clothes, but that s just because I don t have more expensive stuff. 14: Does how people see you when exercising matter? No, it s more about doing my own thing. As long as I don t look like a muppet then I m happy to go to gym wearing it. 15: Are you more likely to purchase athleisure apparel if you see others wearing it? I suppose. You see lots of people wearing leggings and stuff, but not many guys wearing athleisure. If it caught on and was a bit cheaper, probably.
Basic Information Name: Alex Stubbs Age: 20 Gender: Male Occupation: Football coach Interview Questions 1: How active are you on a weekly basis? Every day for sure. Five maybe six days a week at practice, coaching two games a week, and on top of that gym four times a week. 2: Do you deliberately pursue fitness outside of your employment or day to day activities? Yeah absolutely, love going to gym. 3: How do you view exercise? IE a hobby, recreational, lifestyle, for appearances? It s a lifestyle for me. It s just good for your body, helps me at work, and I can burn off some steam. 4: Is your fitness related to your occupation? Yeah. I m coaching three school soccer teams, so I ll be running drills with them, and I m on the field during their games. Before that, I was a personal trainer so it s been pretty huge for my employment to be fit and active. 5: What apparel do you wear when exercising? Brands, styles, etc. I ve got a lot of Nike clothes, mostly tanks and singlets. If I m powerlifting then I d throw vans on, and runners for pretty much anything else. 6: Do you exercise better when wearing certain clothing? Yeah definitely. Wouldn t wear a suit to the gym, would I? Nah but It s definitely easier to do cardio in looser clothing, and the shoes really matter for what I m doing that day. I always pack a change of clothes depending on what I m doing at work and gym that day. My bag reeks of shoes. 7: Do you wear athleisure apparel when not exercising? Why/why not? Yeah I don t mind going out in my gym gear if I m just coming from it. Obviously not if I m going out somewhere nice, but if I m just going to the shops or seeing friends then I don t really mind how people see me. 8: If yes to 7, how often do you wear athleisure clothing for day to day activities? All the time. Most days of the week I ll be outside wearing athleisure stuff. It s not really because I plan to, it s just that between work and personal life, most of what I wear is clothes I can have movement in. 10: Would you describe yourself as an active consumer of athleisure wear? As in, do you keep up with seasonal releases, new trends or styles? I guess. For shoes, sure. The latest Nikes are really good for gym and going out actually. It s like streetwear stuff that you can go to gym in. I don t really keep up to date with gym fashion, but if it helps you to perform better then I sometimes get it. 11: What is most important to you in terms of style, comfort, and quality when choosing what you
wear when exercising? Definitely comfort and quality. It s got to be clothes that fit the type of exercise, and if they re not comfortable then it s harder to get a good workout in. Since it s all my work and stuff I do like higher quality clothes. I know I ll get more use out of them rather than buying low quality clothes all the time. 12: What is most important to you in terms of style, comfort, and quality when choosing what you wear when you are not exercising? Style and quality. 13: Do you prefer to wear high end brands or old clothing when exercising? I m not the richest but I definitely saw a difference between wearing my old rugby shorts and lighter breathable clothes. They re probably not high end but I d definitely choose the better quality over cheaper. 14: Does how people see you when exercising matter? Not really. I cared when I first started but I m at the gym so much that I don t really mind. No one s really there to look at you either. 15: Are you more likely to purchase athleisure apparel if you see others wearing it? It s definitely getting traction. There s not much for guys, but some athleisure gear is really comfy. I wouldn t mind being seen in it if everyone was doing it.
Basic Information Name: Ayla Dacey Age: 24 Gender: Female Occupation: Barista Interview Questions 1: How active are you on a weekly basis? Daily. On my feet all day for work, and I go to gym a few times a week too. Probably only one rest day a week. 2: Do you deliberately pursue fitness outside of your employment or day to day activities? Yeah. Not really apart from gym though. Like I don t go hiking and stuff, it s just cardio and coffees. 3: How do you view exercise? IE a hobby, recreational, lifestyle, for appearances? If I m being honest it s more for recreation and to feel good about myself. I can go hard at gym after a bad day at work and feel better, and I can lose weight or tone and look better too. 4: Is your fitness related to your occupation? I guess. I don t really do a lot of heavy lifting there but there s bags of coffee to put away, and in a rush you re just flat off your feet. I don t really go to gym for work, it s just for me. 5: What apparel do you wear when exercising? Brands, styles, etc. I m not one of those gym girls who just take photos and don t work out. I ve got gloves for my deadlifts, and I usually have compression gear on underneath. Not yoga pants. 6: Do you exercise better when wearing certain clothing? Yeah it s mandatory to have that kind of stuff when you do the exercises I do. 7: Do you wear athleisure apparel when not exercising? Why/why not? To and from gym I wear that stuff, but I don t like going out in the city wearing it. It s just attention seeking wearing like yoga pants and pretending you re fit. 8: If yes to 7, how often do you wear athleisure clothing for day to day activities? It s actually really good to wear just at home. It s so comfortable but I wouldn t be caught dead outside with it. I d probably wear it a few days a week just around the house. 10: Would you describe yourself as an active consumer of athleisure wear? As in, do you keep up with seasonal releases, new trends or styles? Only with the new clothes. If it s just a new style I won t get it unless it looks really good. If it s a new type of clothing that I think will help at gym, then sure. 11: What is most important to you in terms of style, comfort, and quality when choosing what you wear when exercising? It s a tie. I m not sure, I don t want to look bad at gym but that s not why I wear athletic stuff. It s got to be comfortable as well. 12: What is most important to you in terms of style, comfort, and quality when choosing what you
wear when you are not exercising? Probably the style. 13: Do you prefer to wear high end brands or old clothing when exercising? I m a sucker for the more expensive clothes. They really do help you exercise better than cheap stuff. That said I wouldn t be buying it unless I had the money left over. 14: Does how people see you when exercising matter? Not really. I don t like to look pretty at gym, no makeup and I m not one of the girls who are afraid to sweat. My clothes aren t really about how other people see me, but it s also good that I don t have to be self-conscious wearing gym gear anymore. 15: Are you more likely to purchase athleisure apparel if you see others wearing it? That s pretty much why I have it. I wouldn t have known about it if it wasn t popular. All the girls wear it at gym- yoga pants, $300 Nikes- all that stuff. Once it s widespread though it kind of stops being a trend and I guess I don t want to be seen as a bandwagonner