EDITED Identifies the Biggest Trends in the Billion-Dollar Activewear and Athleisure Market
NEW YORK and LONDON – 26 October 2016 – EDITED, the world’s biggest source of real-time data for brands and retailers, has shared the latest trends in the billion-dollar athleisure and activewear market. Ahead of the busy holiday shopping season and New Year’s resolutions focused on exercise and healthy living, EDITED has identified the top women’s activewear trends from reviewing data from the last two years, analyzing over 1,700 brands and retailers stocking over 40,000 activewear and sportswear products in the US. These include:
• Major sportswear brands are still at the top of the list. In the last three months to the same period in 2015, the top five most-stocked brands – from first to fifth respectively – are Nike (82%), Under Armour (53%), Adidas (100%), New Balance (244%), and The North Face (40%). Two of the five most stocked brands have experienced triple-digit growth.
• Non-traditional brands are fast emerging in activewear. From Q2 2014 to Q2 2016, the amount of sportswear stocked at non-traditional retailers has increased 87%.
• Brands including Zara and H&M also launched athleisure lines in 2016, with the average price of an item costing $28.60 and $22.80 respectively.
• Jeans are making a comeback. The US retailers evaluated in EDITED’s study increased their denim jeans offerings by 30%, and saw a 49% increase in full-price sell outs, showing that activewear has not completely replaced denim in closets across the country.
• One quarter of all stocked sportswear is footwear. In the last two years, footwear continues to be the second most-stocked type of product (24.4%), just trailing behind tops (28.7%). The top three brands of footwear in the US are Nike, Asics and New Balance respectively.
• Sports crop tops are seeing strong growth. Activewear crop tops have steadily increased in popularity, growing 112% from Q3 2014 to Q3 2016.
• Accessories are in strong supply, but not as much demand. While retailers have increased their accessories category by 28%, full-price sell outs are down by nearly 9% from Q3 2014 to Q3 2016. This represents an opportunity for retailers to revisit their sales strategy in accessories moving into 2017.
• Leggings will most likely see a spike in January. Leggings continue to be a popular item in activewear, growing 198% from January 2014 to January 2016 inclusive, with an average of 160% increase in full-price sell outs in the last two years.
To help brands and retailers better conquer the highly competitive activewear and athleisure category, EDITED has also launched the first software feature to help companies capitalize on the billion-dollar activewear market. The “Sports and Active” feature, available now to customers, allows retailers to gain insights into styles, colors, prices and drop rates, so that they can make strategic pricing, promotion and assortment decisions. In the US, EDITED currently evaluates over 19,000 sports and activewear brands, and 1 million products.
Every day, EDITED’s in-house analyst team tracks over 520 million products, providing customers graphs, visuals and reports for its customers worldwide. Further details on the new feature can be found here.
Katie Smith, Senior Retail Analyst at EDITED said, “Our extensive analysis shows that activewear is not a saturated market – rather, with more newcomers it’s an aggressively competitive and growing industry.
Whether it’s launching new labels or the latest stretchy denim styles, activewear is a must-have in closets worldwide. We’re thrilled to be working side-by-side with our customers to help them gain deep insights into this global fashion phenomenon.”
EDITED is the industry standard for real-time analytics of pricing, assortment, demand and competitive metrics. EDITED, a retail technology company, helps brands like Sears, Topshop, and Ralph Lauren have the right products at the right price, at the right time. This is the most important thing to get right in the apparel business, and is how all the value is created or lost in the industry. The software is used by buyers, planners and trading teams to generate a huge competitive advantage. For more information, visit www.edited.com.
For more information, visit www.edited.com.
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