Why Activewear Is Here to Stay

No longer something you might just wear to the gym or for a morning run, activewear is now the default choice for comfortable, fashio...

No longer something you might just wear to the gym or for a morning run, activewear is now the default choice for comfortable, fashionable everyday wear among young, clued-up consumers. Activewear straddles the boundary between sportswear and leisurewear and is increasingly a highly fashion-driven sector. From street styles to high-end luxury garments, activewear combines self-expression with functionality, and can be used to represent personality, status, lifestyle and more.

The activewear market is expected to reach a total worldwide value of almost $547bn over the next five years. It's also the fastest-growing fashion category, expanding at roughly 6.5% each year compared to an overall annual growth rate of 4% for the fashion industry in general. From yoga pants to sneakers and hoodies, activewear can be worn for almost any activity, from exercising to social occasions, and as such is enjoying a ubiquity that other categories just can't match.

Luxury brands

Top luxury brands are increasingly attempting to break into the activewear market, and it's a trend we can expect to continue. Initially the idea of luxury designer versions of clothing usually created with functionality in mind will seem like a novelty, but as activewear becomes the fashion norm so these luxury versions will become a sub-category in their own right.

We'll see more leading designers reinterpreting classic activewear in their own distinctive style. This may see activewear moving away from its performance-focused roots and its key USP of functionality first, as we'll essentially see the rise of designer clothing that merely apes the appearance of activewear to capitalize on its healthy cachet. It's unlikely though that anyone will be hitting the running track on a regular basis in their $1000 Gucci trainers, however.

Tried and trusted

As a counter-balance to this, we'll see those who prize activewear for the way it helps them to exercise more effectively returning to tried and trusted brands that have proven to be experts in their field. Tommie Copper has been producing Tommie Copper compression garments for nearly 20 years to help prevent injury while exercising. These are also being worn as fashion clothing in a range of situations, but their effective functionality remains a major part of their appeal.

Celebrity lines

Celebrity activewear brands are also on the increase, some with more authentic links to active values than others. When the celebrity is a sports star then their line will likely include a high level of functionality, commensurate with their reputation. With Venus Williams' 'ELeVen' brand the tennis star's line of activewear is both aspirational and fitness-focused. But as more celebrities jump on the activewear bandwagon some may be less concerned with how well their products facilitate exercise.

Aspirational

Activewear adoption will continue to be driven by social media. Visually-focused platforms like Instagram and Pinterest in particular will be major influencers as users share examples of their active lifestyles, showing off clothes and activity in tandem. Supermodel campaigns by activewear brands will also become more common. Unlike other fashion trends, activewear is strongly linked with a healthy lifestyle that people want to share and promote. The message is that it both looks and feels good.

Growing appeal

Major department stores and clothing retailers will devote more space to activewear. We're already seeing some stores showcasing activewear alongside fitness equipment and wellness treatments, so catering to a whole lifestyle. Activewear will also become appropriate dress for a wider range of situations. The key features of comfort, adaptability and ease of movement will see activewear increasingly worn in the office, on the dancefloor and in restaurants.

The spread of activewear around the world will be hastened as more territories embrace fitness as an aspirational lifestyle. Late to jump on the fitness train, China is set to become the globe's largest market for activewear by 2020.

Ethical values

Activewear is also appealing more to a growing market segment that is concerned about sustainability, holistic health and well-being, and with making environmentally and socially aware consumer choices. As a result, we'll see activewear being promoted as ethical and fair trade, with customers considering a brand's core values and track record as much as its fashion credibility.

Activewear lines must also embrace body positivity and be more inclusive when it comes to sizing. This can only be good for brands as it allows them to reach a wider range of consumers while demonstrating that their values are in the right place.

Good health and staying comfortable will never go out of fashion. If for no other reasons than these, it's clear that activewear is here to stay.