Sales Trends For Activewear
As activewear becomes more fashionable and more popular with consumers, sales have increased. Total U.S. sales of men's and women's activewear rose by 3.2% in the 12 months ending in March compared with the previous period, to $48.6 billion, according to consumer tracking firm NPD Group Inc. Apparently there are a lot of women who have no trouble spending nearly $100, and sometimes more, for a pair of workout pants they think will make them look stylish whether they're jogging or running errands. For all of 2011, activewear sales increased 6.7% from 2010, compared with women's apparel gains in 2011 of 3.1%, also according to NPD Group.
Some analysts attribute the growth in sales to an intrinsic change in the way activewear is designed. “Historically, what had been available to women were items based on a men's item that were just made smaller and turned a flattering color like pink,” said Scott Key, senior vice president and general manager of Athleta. “Women athletes expected more.” Designers have recognized this "crossover" between exercise and fashion as a major opportunity for growth. It also syncs nicely with the overall trend in American fashion towards a more casual style of dress.
Read more about this topic: Sports Clothing
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