18 Jun Luxury Athletic Wear Trends in 2020 to Watch Out For
As the athleisure movement took the fashion industry by storm, affluent consumers slowly realized there are fashionable clothes that don’t sacrifice the quality of comfort. Soon enough, 2019 saw luxury athletic wear fly off the shelves of stores and ever since then, seeing luxury activewear brands takeover runways.
With a new decade coming, avid fans of luxury athletic wear brands — and even businesses themselves — are wondering what the market has in store for them! There’s no lie that the wellness industry is booming — so much so that recent studies have revealed there’s no slowing down for the next coming years.
With that in mind, Creatitive has listed down some of the luxury athleisure trends people should watch out for this 2020! But before we venture into forecasting the future, we must learn a few important notes from the past.
The Athleisure Movement’s 2019 in A Nutshell
Ultimately, the athleisure movement has been around for a while. Athleisure brands like Lululemon, Sweaty Betty, Free People and Outdoor Voices have invaded the workout wardrobe of the modern men and women. But in 2019, the market did something incredible — it showcased an 11% growth.
It was quite the jump from the forecasted 2% year-over-year growth. It was initially believed that the significant growth comes along with the increasing demand for a healthier lifestyle, but recent events say otherwise.
People realized that they can be both fashionable and comfortable with workout clothes! Especially now that well-known models like Gigi Hadid and Kendall Jenner were seen going about their day in their sports bras. Consumers didn’t think twice about ditching their uncomfortable clothes for high performance luxury athletic swear!
As the new fashion category became more mainstream, several luxury brands immediately gave it a try! Fashion houses like Chanel, Dior and Louis Vuitton released high quality couture sneakers in bold colors while other well-known brands like Fendi, Chloe, Stella McCartney and Hermes launched capsule collections tailored for those who love skiing and cross-fitting.
Nowadays, seeing sneakers and sweatpants in runways have become the new norm — and experts believe people should start getting used to it!
Trends to Watch Out for in 2020
As the year 2020 opens up a new decade, avid-fans of luxury athletic wear and sporting good businesses alike are on their toes anticipating coming trends. The market is definitely getting more and more competitive as days go by and those who want to get ahead should keep their eyes out for these trends!
- Celebrity Marketing
Ultimately, the likes of Rihanna, Kanye West, Beyonce and other influencer personalities greatly affected the rise of the athleisure movement. And with Beyonce successfully launching her brand, Ivy Park as well as Kanye’s continuing Yeezy line, it’s safe to say this trend won’t be going anywhere for the coming years.
Another great example of celebrity marketing is the revival of old-school brands Champion and Fila. Quite a number of audiences were surprised to see celebrities sport Champion hoodies despite it being considered as a ‘cheaper brand’ in its early years. The next thing they knew, they were collaborating with high-end brands like Off White.
As for Fila’s case, they were able to revive the brand with the help of the well-known Kpop boy band, BTS. Aside from naming them their global ambassadors, Fila also recently launched several collections in collaboration with the band. It only took them a couple of months before consumers were clamoring for their products.
- The Wellness Movement & Instagram
Another contributing factor to the rise of luxury athletic wear is the Instagram-worthy wellness movement. While it may be true that today’s young consumers are increasingly becoming more health-conscious, social media may have played a part or two in convincing everyone to join the bandwagon.
The need for a healthier lifestyle — both online and offline — led consumers to demand workout clothes that allows them to easily move from their offices down to their local gyms. And as more and more social hubs are being replaced by yoga studios and fitness centres, the demand is anticipated to continue to rise.
- Better Sportswear
As consumers adapted luxury athletic wear into their casual wardrobe, they started to demand for more innovative and comfortable products.
And in return, luxury brands started integrating high performance fabrics. They launched collections that featured easy-care clothing and other premium work clothes. They’ve become more in-tuned with their consumers, constantly taking notes of their new demands.
- Size Inclusivity
As mentioned earlier, there is a rising demand for newer products. But aside from innovative clothing, consumers are asking for more sizes! Nowadays, inclusivity determines the success of a brand.
If consumers see that if a brand is only catering to one size, they’re less like to stay with that brand. This is because ideals have changed over the recent years. Niches that big-name companies refuse to cater look to smaller labels that accommodate their needs.
One good example of prioritizing size inclusivity is ASOS 4505. Asos’ own fitness line offers sizes from petite up to 30 in Curve. Additionally, Khloe Kardashian’s Good American features wide arrays of sizing without using labels such as “plus-size” or “petite”.
- Sustainable Fashion
Aside from diversity, there’s another theme that’s gaining miles in the luxury retail sector — sustainability. As mentioned earlier, today’s young consumers are becoming more conscious of their purchasing habits. Alongside keeping their health in mind when shopping, they are also mindful of the environment.
People are constantly looking for brands that are sustainable and ethical. Recent studies have revealed that over 85% of both Millennial and Generation Z consumers say their purchasing decisions are influenced by a brand’s values.
As a result, both luxury fashion brands are being pressured to come up with more eco-friendly products as well as to improve their working conditions. One good example of going down the sustainable rute is Adidas’ Parley for the Oceans. The collection showcases clothing and footwear designs created with recycled ocean plastics.
Ultimately, the luxury athleisure market will continue to grow over the coming years. And with great growth comes an increasingly competitive playground. But with the help of anticipating trends and the guidance of a great marketing agency like Creatitive, your brand will surely survive!
If you want to learn more how you can equip your sporting goods brand for the coming years, don’t be afraid to reach out to us!