Trends in Activewear
Women are looking more and more to activewear as a universal wardrobe staple. We are seeing a continued fusion of women wearing activewear for multiple activities.
Women around the country and celebrities alike are choosing clothes that are both performance-driven and fashion forward, whether they're for hitting the gym, practicing yoga or just for everyday activities; they want to move easily from studio to street. Many of the major brands carry casual dresses, hoodies, wraps, skirts, tees and jackets that can easily transform workout wear into an on the town outfit. Women want versatility, style, and value--products that are going to last, with an emphasis on fit and function.
Trends also include more feminine and vibrantly colored, stylish activewear than seen in the past. This trend has contributed to the success of such companies as SkirtSports, the designer of the first running skirt, and Moving Comfort, which creates stylish, sized sports bras and pants.
Says SkirtSports creator Nicole DeBoom, a former triathlete and founder and CEO of the company: "Women have about five different identities that we have to cater to every day. We are an athlete one moment and then a businessperson and then a mom and then a volunteer and then it's 'girls night out.' We are empowered to do more and be more well-rounded as people and that's where the versatility of clothing has been affected."
"Clothes are not made for just one activity anymore," notes Julie Baxter, VP at Moving Comfort. "Women are working out at home, they are doing P90X, they're doing gym workouts, trying barre classes, doing Zumba and they're still going to yoga." Clothes have to serve multiple purposes; versatility is key.
"Women shop differently...we want a technical product that functions, but it better be cute, too," says Baxter. "Women's products are truly women's products and that's refreshing because I think it's taken a really long time."