What makes activewear the top choice for millennials

Athleisure or activewear has become a part of every wardrobe today. These comfy pieces are no longer limited to lounge or gym. The love for this form of attire goes way beyond comfort. Today we see our favorite celebrities sporting athleisure not only as an off-duty outfit. Many are photographed wearing activewear to parties and high-profile events.

When it comes to fashion, trends come and go. However, athleisure is one of those trends that have stuck for the longest period of time. Activewear is the most popular among the millennial generation. This fashion trend is not limited to any age or gender group. It is equally loved by all. In this article, we are going to discuss what makes athleisure one of the first clothing choices for millennials.

Why athleisure fashion has taken over

Trends in fashion are like seasons. They don’t stick for long. However, athleisure is one of the longest-lasting fashion trends. Its craze has not dulled over time. Whether it’s the hype for ripped jeans or white coast star converse, nothing has stood the test of time. However, athleisure is an exception. This fashion trend is getting more popular with time.

Which clothing items come under the category of athleisure?

Athleisure is no longer limited to gym tees and baggy sweats. It includes everything from tight-fitting tops to gym-leggings that accentuate your curves. Athletic wear was formerly limited to sports events or gym workout sessions. But today, it has become more of casual attire for those who desire both comfort and style. Be it weekends drinks or dinner with friends, activewear is appropriate for all events and occasions.

Athleisure include three categories:

1. Athleisure clothing:

One of the most commonly consumed categories of athleisure is activewear. It includes everything from tank tops to leggings, hoodies, sweatshirts, sweatpants and more. The evolution of activewear has made it the first choice for millennials who desire comfort with style. Today, the comfort of athleisure is combined with the latest design trends to suit the lifestyle of its consumers. Even Gen Z adores activewear and sports it at school or while partying.

2. Athleisure accessories:

Athleisure accessories are introduced to add an edge to your activewear. It not only complements your attire but also serves as a statement of class. Active accessories include wristbands, sports socks, headbands, bandanas and more. You can pair these accessories with your active outfit to turn heads wherever you go.

3. Active footwear:

With the advent of activewear, fancy dresses and high heels took a tumble. Today, the majority of millennial women prefer comfort over anything. For them, trainers are the new status symbol. Mintel has revealed, a significant rise was observed in the percentage of women who bought trainers in 2017. Over 37% of women in the UK purchased trainers. A drop was observed the same year in the percentage of high heels purchased. Only 33% of the women bought high heels in 2017.

Trainers are no longer limited to teenage boys and girls. With activewear back in trend, even older millennials are adding sneakers and trainers to their wardrobe. That’s what has made active footwear the fourth most popular women's footwear category.

From Kourtney Kardashian to Addison Rae and Charlie Demaelio, almost every high-profile influencer and socialite is slaying trainers regardless of her age. It is safe to say that in no time trainers will become one of the most expensive footwear categories. Ultimate comfort is the reason for the popularity of trainers among women of all ages. According to 74% of British women, comfort is the priority when it comes to footwear. For 28 percent of Brits, fashion comes first.

The rise of the activewear apparel industry

Activewear was formerly popular for its comfort. However, with hundreds of brands launching their activewear collections, it has evolved from loungewear into high street fashion attire. From schools, universities to even offices, activewear has taken overall.

You can look chic without compromising your comfort. All you need is to get the right pair of yoga pants and a crisscross tank top. For the majority of fashion enthusiasts, activewear has rather become a lifestyle. That’s the reason behind the success of this fashion trend.

Today, the activewear industry has turned into a multi-billion dollar business. People are willing to pay hundreds of dollars to get their hands on the latest fashion pieces. That’s what has led to the rise of the activewear industry.

How activewear has evolved over time?

As discussed earlier, the activewear market is rapidly growing. It is expected that this section of the market with raise up to $547 billion by 2024. This prediction is second by Allied Market Research. Formerly, gym shorts and tank tops used to come under the category of activewear. However, that notion has entirely changed over time. Today, athleisure is one of the chicest fashion trends to opt for.

With the rise in the demand for activewear, its pricing has also increased. With an increase in the prices of even basic clothing items, millennials aren’t buying as many clothes as they generally used to. However, even with a drop in overall apparel purchase, a rise has been observed in activewear sale. Activewear brands such as Athleta, Lululemon, and Lorna Jane keep their customers engaged by distributing discount coupons are promo codes.

Activewear prices and couponing

The competition in the activewear industry is on the rise, so are the prices. To manage the cost of activewear clothing items, consumers are resorting to discount coupons and promo codes. From small to established apparel brands are running coupon marketing campaigns to win customer loyalty and to increase their sales. Couponing is one of the most important parts of the guide to shop activewear.

The potential for growth of the activewear apparel industry

With activewear in trend, consumers’ preferences are quickly changing. They desire both comfort and style in one piece of clothing. That’s what activewear offers them. After conducting several surveys, the majority of the high-end brands have come to the point that the activewear market holds the greatest potential. They have been launching collections to capitalize on the love consumers have for athleisure.

Brands like Gap and Old Navy are all set to launch their new fall and winter activewear collections. So are various other brands. These collections are getting more diverse with time. Today we have modest activewear for hijabi women available in the market. With the ever-increasing demand for athleisure, brands are trying to cover as many segments of the audience as they can.

If a brand wants to make its activewear collection a success, it needs to know its target audience as closely as possible. It needs to understand:

• Which segment of consumers shops for activewear?

• What are the customer’s preferences when it comes to activewear?

• Do they want comfort or style?

• Which market strategy works for your target audience?

By learning all about their audience, brands can design a better marketing strategy to convert potential customers.

Who wears athleisure?

Everyone loves athleisure regardless of their age gender and size. For millennials, activewear is one of the most versatile forms of clothing. It can be sexy, modest, feminine, tomboyish and more. It is not limited to one gender only. Both men and women can sport active outfits and stay at the top of their fashion game. Activewear has the widest range of audience. There are various reasons for that including:

1. All-inclusive fashion:

As mentioned earlier, athleisure is not female-centric. Unlike the majority of fashion apparel and affordable accessories, athleisure is designed to suit both men and women. Men were first to hop on to the trend of normalizing activewear out of the gym or yoga studio.

Athleisure accessories are as much in demand as athleisure clothing. Activewear shoppers including both men and women sport these accessories to complete their active outfits. According to surveys, in 2015, the demand for athleisure accessories rose to 35%. Since then, the demand for activewear is increasing as millennial men and women would pick activewear over any other fashion trend any day.

2. Sported by the rich:

People on a budget cannot afford an entirely new wardrobe consisting of athleisure. However, since the majority of the high-end brands are competing to get the top position in the athleisure market, their prices suffer. Brands with the most reasonable pricing take the lead. However, a few established brands with an already established customer base don’t compromise when it comes to pricing.

Customers with a six-figure salary can afford these high-end athleisure clothing. With more socialites sporting active outfits, rich people are willing to pay hundreds of dollars to jump on the bandwagon. This has caused the activewear industry to boom in a matter of three to four years and its reign is not yet over. However, there are various local brands as well that sell premium quality athleisure for the lowest price point. Such brands are popular for catering to the audience from all income groups.

3. The top choice of millennials:

There are certain values millennials stand for. They use bespoke athleisure to speak out their minds. One of the major reasons behind the rise of this fashion trend is, it symbolizes the value young people stand for combined. Millennials are very picky when it comes to their choice of clothing. They look for everything combined from strength to style, fitness and comfort before they finalize an activewear article to buy.

In athleisure, they find the answer to all their needs that too single-handedly. Activewear is available in the widest variety of colors and designs. That’s what makes it one of the most versatile fashion trends to be sported when going to the gym, attending a dance class, or going on a date.

4. Fashion-forward clothing:

In the past, fitness clothing was only reserved for gym-goers. However, that’s no longer the case. With a shift in common perceptions, athleisure fashion has become an appropriate clothing option no matter what the event or occasion is.

Fitness is a lot more than working for a toned body or achieving your ideal weight. It is more about feeling comfortable in your own skin as well as the clothes you wear. Athleisure is designed, keeping this concept in mind. It is designed to suit everyone with all body types, be it skinny or plus-size.

Only moisture-wicking fabrics are used when it comes to designing activewear. This means your outfit won’t cling to your body no matter how hot or humid it gets. It will keep you looking on point no matter how high or low the temperature is. This fast-forward fashion trend has evolved along with the needs of the consumers and will continue to do so.

How the purpose of activewear has evolved over time?

Activewear has now become a huge part of pop culture. The rapid evolution of the activewear industry can be attributed to this factor. Its purpose has evolved with time. It is no longer a shabby outfit you would wear to the gym or while lounging at home. Activewear has now turned into one of the best means for millennials to express the values they stand for. Being versatile, it goes well with their true personal style. Today, activewear is not only considered a wealth statement, but also a symbol of an active lifestyle.

Consumers are concerned about how the people around them perceive them. They want to appear up to date to leave a great impression on the people around them. For that, they are willing to splurge hundreds of dollars on the activewear trend. Since active apparel has become a statement of class and wealth, everyone wants to get their hands on the chicest activewear options available. All they want is to create their positive impression on the people they meet.

Wrapping up!

Activewear is no doubt one of the best fashion trends that the world has come across. It is a combination of comfort, fitness and style. Too many high-profile brands have launched their activewear collections. This has boosted the competition in the activewear market. With the rise in prices of activewear, consumers are relying on coupons to manage the cost of expensive activewear pieces.