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Global market review of athleisurewear: a fad or here to stay?

Report methodology
Abstract
Methods for market estimates
Geographical world regions
Exchange rates

Chapter 1: Athleisurewear explained
Athleisurewear from a creative marketing perspective
Athleisure activities
Where and how athleisurewear is sold

Chapter 2: The global sports apparel market
The global clothing market at retail prices
Selected country apparel markets at retail prices
How to get from global sports apparel to the global athleisurewear market

Chapter 3 Population and exercise participation
Population in selected countries
Exercise participation in selected countries
World adult exercise participation
Caveat on exercise participation numbers

Chapter 4: Athleisurewear average garment prices
UK pricing
US pricing
China pricing

Chapter 5: Athleisurewear consumption estimates by product
Garment categories, and activity purpose for which worn
Use of the offer made in catalogues and online

Chapter 6: Athleisurewear unit estimates by activity
Activities for which used
Activities and garment requirements

Chapter 7: Athleisurewear unit estimates by method of purchase

Chapter 8: Athleisurewear market value estimates
Exercise analysis in the US
US, European and UK fitness participation levels
Rest of world fitness participation levels
just-style’s athleisurewear market value estimates

Chapter 9: The fashion magazines, celebrity and blogger factor
Athleisure endorsements from celebrities
Celebrities as designers

Chapter 10: Brands and own labels
Alexander Wang and Adidas, the giant sports brands
Yoga
Accessible luxury
Not so accessible luxury
China, meditation and athleisurewear

Chapter 11: Athleisure: just a trend, or an irreversible change to wearing habits?

List of tables and figures
Table 1: Trading exchange rates at 2nd October 2017
Table 2: Estimated 2017 market for apparel and sports apparel (world total and regions) at retail prices (US$bn, % share and spend per person)
Table 3: Estimated 2017 market for apparel and sports apparel
(selected country markets) at retail prices (US$bn, % share and spend per person)
Table 4: Selected country populations and the potential adult consumer market volume for
athleisurewear
Table 5: Region populations and the potential adult consumer market for
athleisurewear
Table 6: Retail price ranges in the UK for athleisure bras, tops, tanks, leggings, hoodies
and joggers, by brand (US$)
Table 7: Retail price ranges in the US for athleisure bras, tops, tanks, leggings, hoodies
and joggers, by brand/retailer (US$)
Table 8: Online retail price ranges in China for athleisure bras, tops, tanks, leggings,
hoodies and joggers (US$)
Table 12: Number and % of garments featured in the SS17 catalogues of two UK
athleisure/sports brands
Table 13: Athleisurewear unit product mix
Table 14: Female athleisure activities and estimated % of participants
Table 15: Male athleisure activities and estimated % of participants
Table 9: Consumer involvement in exercise and estimated athleisurewear garment
purchases per year in USA and selected European countries
Table 10: Consumer involvement in exercise and estimated athleisurewear garment
purchases per year in world total and regions
Table 11: Estimated 2017 athleisurewear market values for world total and regions
Figure: Gigi Hadid
Figure: Kim Kardashian
Figure: Bella Hadid
Figure: Kendall Jenner
Figure: Chrissy Teigen
Figure: Kate Hudson in Fablectics

The global athleisurewear market is seen by many to be at a tipping point. Is it here to stay or will it just end up as yet another fashion fad?

This report is a significant departure from just-style’s normal approach to clothing market sectors. The fundamental premise of this report is that athleisurewear is worn for the purpose of the experience, not as a product only. Consequently, although there are market estimates using typical just-style methods, they are based on what the garment is to be worn for, rather than what the garment actually is.

The report concentrates on activities that the consumers of athleisurewear participate in to undertake the experience. The report suggests that organisers of “experiences” are not good at selling merchandise as an add-on, and often are not set up to do so. They are missing out on a commercial opportunity, and are allowing “organised” retail to dominate this clothing sector.

General purpose physical (bricks and mortar shops) retailers are not attracting athleisurewear purchasers. They see them as too bland and ordinary. Specialist sports physical (bricks and mortar shops) retailers are attracting athleisurewear consumers through a mix of sports brand power and reasonable pricing. Both general purpose catalogues/internet sites and athleisure specialist catalogues/internet sites appear to be gaining market share.

Estimating the global athleisure clothing market

In order to estimate market size for athleisurewear, there are three dimensions involved; garments, activities and method of purchase. Think of this as a cube of data. The cube can be sliced and diced in a variety of ways, but in order to drill down to specific athleisure garments bought to be worn for an activity, the whole clothing world has to be sub-divided, then sub-divided again, and then yet again.

In the report, we begin estimating the market size for athleisurewear by firstly estimating the market sizes for apparel. We provide data on the following regions and markets:

  • World totals
  • North America
  • Europe
  • Asia
  • South America
  • USA
  • France
  • Germany
  • Italy
  • Spain
  • UK
  • Russia
  • India
  • China
  • Japan
  • Brazil

And the following categories:

  • Indoorwear
  • Outdoorwear
  • Underwear
  • Accessories
  • Sports/casual
  • Sports/sporty casual

Given the embryonic nature of the sector, throughout the report, we only focus on latest year rather than trending or forecasting mutliple years.

The report then looks at population and exercise participation. We estimated the percentage and volume of adults in selected North American and European countries who are:

  • Taking exercise of some sort
  • In organised sports activities
  • Members of a health club, gym or fitness centre
  • Involved in athleisure activities

This information has then been combined with retail pricing data and purchases by leisure activity, for us to estimate potential consumption and therefore purchase of athleisurewear.

So this report's methodology finally arrives at estimates of consumer purchase volumes of athleisurewear by major country and regions for 2017.

Elsewhere in the report, the authors discuss celebrity endorsements and design, brand and owner profiles and we conclude on whether the category is set to be just a short-term trend, or an irreversible change to consumers' wearing habits.


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