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How Retail Brands Are Capitalizing On Growing Activewear Demand Through Innovation
Sustainability Sep 29, 2020
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getty With data from Edited showing that global activewear sales are projected to reach $547 billion by 2024, it’s clear why competition is heating up in this realm: People are buying these products. We see this evidenced in reports that indicate even during the pandemic, activewear sales have been on the rise. Athleta , for example, saw its sales increase 6% during the most recent quarter (despite its parent company Gap’s GPS -2.3% sales falling.) Data shows that other activewear brands like Lululemon, Puma, and Adidas are seeing similar sales growth as well. But with the uptick in sales comes increased competition—and as such, brands in this space are looking for ways to differentiate their products. From branding, to materials used, to technology integrations, to new spins on well-known products, brands within the activewear space are doing things differently in hopes of pushing ahead via innovation. Branding & Spinoffs With interest around lounge and activewear on the rise during quarantine this year, women’s apparel brand Aerie (parent company AEO) leaned in and launched a new sub-brand called OFFLINE™ by Aerie in late July. Aerie An evolution of the brand’s popular “Chill.Play.Move.” collection, the sub-brand’s activewear and accessories are “built […]
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