Why Millennial Love Active Wear And How It Has Impacted The Fashion Trends?
CLOTHING - FASHION
Published On: December 15, 2020
The last five years have been crucial to the apparel industry. It has evolved significantly from what it used to be a couple of years ago. Today, you will see the majority of the people wearing the activewear. Be it schools, colleges, universities or work, activewear seems to have taken over it all. Those crisscross tank tops and yoga pants are no longer limited to gyms and yoga studios. Activewear has rather become a lifestyle. This is the reason why just over five years, it has grown into a multi-billion-dollar industry. All because millennial love activewear.
The evolution of activewear:
An Allied Market Research
has revealed that the global activewear industry is predicted to grow up to $547 billion by 2024. It took only a matter of years for the activewear to evolve from gym shorts and baggy sweatpants into an exceptionally chic and stylish attire that everyone can style every day. Buy activewear on a budget by using Single Price discount code
After observing the purchasing behavior of millennials, we come to know that they are not spending much on apparel overall. However, when it comes to activewear, they are willing to spend hundreds of dollars. Activewear brands such as Lorna Jane, Lululemon and Athleta offer Activewear coupon code
to keep their audience interested in shopping for athleisure.
Today activewear accounts for more than 17% of the apparel market
. According to NPD, it will continually grow as there are no signs of it slowing down.
Prospects of growth of the activewear industry:
Brands have started to acknowledge the potential the activewear market holds. They have learned how millennial love activewear and how they can capitalize on their love for athleisure. It has been observed that big brands like Old Navy and Gap have either launched or planning to launch their own line of activewear. This decision has been taken keeping in mind the ever-increasing demand and love of the consumers for activewear. Now that more brands have started to take interest in this category, the competition in the market is getting stronger. Before jumping into the activewear arms race, these companies need to know:
- Who shops for millennial activewear?
- What do they prefer while shopping for activewear?
- Are they looking for comfort or style?
- Is sporting athleisure a symbol of wealth for them?
- How brands can connect with the audience interested in sporting activewear?
With all information about their consumers, Top activewear stores
design a marketing strategy that converts.
Who Is Millennial Activewear Consumer?
According to CBS News, in 2015, Americans spent over $44billion on activewear. The consumption for gym wear grew up to 16% in just one year. A 5% drop in denim sales has also been observed since 2013. Millennial love activewear and they are willing to splurge over $50-$150 per purchase. This makes 57% of the total apparel purchases made by the consumers globally. Millennials also search for offers like Free Shipping J.Jill Coupons
to add more value to their purchase.
After digging further into the demographics of the activewear purchasers, we came to learn some interesting facts. Some of these include:
Men and women equally love active wear:
The activewear market doesn’t just encompass women even though it is associated with women the majority of the time. Women make only 60% of the activewear audience as compared to 40% of the men. This demographic doesn’t include the audience for sportswear brands such as Nike and Under Armour. Men search for brands like Fabletics and prana on their hunt for activewear. This makes it important for the brands to acknowledge the demands and preferences of the male audience and try to capitalize on them.
Today typical yoga pants can cost you over anything between $75 to $100. The rich make one of the largest segments of the athleisure market. The Kardashians have often been seen sporting activewear within the last couple of years. The majority of the activewear consumers earn over $100,000 a year or more.
- Older millennials make more activewear purchases:
Since wealthy shoppers seem to be more interested in the activewear, it is no surprise that the majority of the activewear consumers are older millennials. Consumers between 25 to 34 years of age are observed to be more engaged as compared to any other age group. The reason is the ever-growing prices of the activewear. The younger millennials belonging to the age group of 18 to 24 don’t have the budget to afford athleisure. However, activewear brands offer coupon codes such as Outland USA promo code
2021 to make activewear purchases affordable for all.
With the rise of activewear, high heels took a tumble. Women prefer trainers over high heels since 2016. According to Mintel
, in 2017 more than 37% of the women in the UK bought trainers as compared to 33% who bought heels. Trainers have become the fourth most popular footwear among women. Formerly, trainers were only sported by younger women.
However, data shows that women belonging to the age group 35-44 have now become the main purchasers for trainers. Be it young or older women, this trend has taken overall. The major reason for the popularity of trainers is that they offer the ultimate comfort. That’s what consumers’ priority is when it comes to footwear. For more than 74% of the Brits, comfort is more important than following the trend. However, for the rest of the 28% following the latest trends in fashion is the priority. Use Coupon Codes for Lululemon
to purchase active footwear and sneakers at a discounted price.
The evolution of the purpose of activewear:
One of the most evident aspects of the evolution of activewear how it has entirely changed pop culture values. Today, activewear has shifted from being workout wear to means to express an individual’s true personal style. It is no longer a piece of clothing that people wear to the gym or at home. It has now become a symbol of an active lifestyle and wealth statement for many.
Fashion enthusiasts who like to keep up with the latest trends are willing to spend thousands of dollars on activewear. They are ready to spend more than they can afford over this trending category of apparel. The audience of the activewear industry is concerned about how people around them perceive them. Millennial love activewear because it creates a positive impression of them on the people around.
What is the purchasing behaviour of millennials?
The majority of the millennials who shop for activewear prefer digital outlets rather than shopping in person. 39% of the time they would buy an item online rather than heading out to a mall. They would search for a better deal online if they find an item desirable in-store 37% of the time. They use their mobile phone to research a product, search for store location and to avail the best coupon and discount offer.
It has also been found that millennials who are into activewear spend 44% more time in-store finding the right fit, shifting from rack to rack and trying on activewear in person.
Channels to connect with millennials:
We live in the age of social media advancement. Everything is accessible to us more than ever before. From getting access to the latest news to keeping up with the latest fashion trends, everything has been made possible by the advent of social media. Since pretty much every millennial has access to the internet and social media, they find it the best way to connect with their favourite brands. It has also made it possible for them to make an informed decision while purchasing an item of their desire. They can read reviews or ask a friend for a suggestion before making activewear purchase.
Studies suggest that more than 78% of the millennials decide to purchase a product that has been advertised on social media. The word of mouth also plays a very important role when it comes to shopping for activewear. Millennials look up to fashion influencers and their friends who have already used the respective product before making a purchase. 93% of activewear consumers rely on recommendations from friends on social media.
How millennial shoppers stay updated with the latest trends in activewear?
There are various channels through which millennials get their news regarding the trends in the activewear industry as well as Guide to buy activewear
. There are various websites millennials use to stay up to date with the latest fashion trends. Some of the websites include:
- The Huffington Post
- Google News
- The New York times
Activewear is taking over the fashion industry by storm. From celebrities to high schoolers, everybody is sporting leisurewear today. Older millennials make the largest percentage of activewear consumers. They use social media and different websites to stay up to date with the latest trends. The majority of the time, they make athleisure purchases online. Keeping these facts in mind the activewear brands can work towards improving their offerings for the millennials.