‘90s Throwback: The nostalgic aesthetics were hinted in athleisure, making the decade-old trends cool again for a new audience:
- Chunky ‘dad’ shoe: Creating a full-blown trend in 2018 and put Fila back into the spotlight, the chunky trend sees no sign of slowing down, as spotted in the Paris Fashion Week Men’s FW ’19.
- Colour-block: The loud, bright, colour-blocked retro outerwear aesthetics made a comeback as seen on Reebok, adidas, and Puma’s track jacket.
- Neon: A trending colour among activewear +32% throughout 2018 and spotted on the New York SS 19 fashion week, the intense hue increased in new-ins among activewear shoes and tops & t-shirts from Nike and adidas.
Emerging Indie Winner: One of the early adopters of activewear fashion, Lorna Jane surpassed rival Lululemon in Outerwear, Pants & Leggings and Shorts. With more accessible pricing and higher online visibility, including the presence in retailers like Namshi and Zalora, Lorna Jane delivered strong sell-out backed by good replenishment.
Apart from Lorna Jane’s #fitspo founder’s high online engagement with its followers via constant sharing about wellness that aligns with the brand’s image, news of Lorna Jane expanding to greater China showcased its great potential and proved to be an inspiration to the other indie brands.
Diversity & Inclusivity: As fitness continues to gain popularity as a certain lifestyle, the lack of options for sizes above 12 hurts brand image in the era of embracing body positivity. While indie fitness brands were seen pushing for plus size collections, affirmation for plus size demand was seen in Lululemon’s top 5 best-selling sizes in 2018 including sizes UK 14 and 16.
Increased Fashion Quotient: As evident from the key findings reported, activewear is increasingly influenced by fashion. Vice versa, the fast fashion brands have also grown their respective activewear assortments as seen across Ivy Park by Topshop, H&M Sportswear and Forever 21 Activewear. With athleisure becoming a staple in the fashion world, new brands should start thinking about embarking into this space or to trial with a small capsule.
Sustainable Activewear: Celebrity collaborations are commonplace in the activewear scene, which gradually elevates and saturating the high fashion market. Brands should look into other avenues of marketing and PR, such as towards sustainable fashion.
Apart from spreading global awareness for a cause, adidas’ collaboration with Parley’s Ocean Plastic for activewear shoes were welcomed with a higher sell-out at 86.2% than its normal range, most notably the Ultraboost shoe made from upcycled marine plastic waste.