Athleisure, a fashion trend that blends athletic and leisurewear, is designed for both workouts and everyday casual use. Common athleisure items include leggings, sweatpants, hoodies, sweatshirts, pullovers, joggers, athletic shorts, and yoga pants, offering a mix of functionality and style. Increasing consumer demand for sustainable products is prompting brands to use eco-friendly materials like organic cotton and recycled polyester, further supporting market expansion.
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Mass Segment Maintains Dominance Due to Online Shopping Growth
The market is divided into two segments: mass and premium. The mass segment dominated in 2023 and is expected to remain the leading category throughout the forecast period. The segment's growth is driven by factors like rising online shopping, affordable pricing, and the introduction of new product designs that encourage frequent purchases.
T-Shirts Lead as the Most Popular Athleisure Product
By product type, the market includes sweatpants, t-shirts, hoodies, sweatshirts, pullovers, yoga pants, leggings, sports bras, joggers, athletic shorts, and more. The t-shirt segment held the largest market share in 2023 due to its perfect blend of comfort and functionality. The fabric's stretch, moisture-wicking, and breathable properties make it ideal for both everyday wear and athletic activities.
Women’s Segment Leads with Increased Outdoor Activity Participation
In terms of end-use, the market is segmented into men, women, children, and unisex. The women’s athleisure segment dominates, driven by increased participation in outdoor activities and the availability of stylish, diverse options. Brands like ONLY PLAY, launched in August 2022, cater to this growing demand with innovative, fashion-forward designs.
Offline Segment Holds Largest Share Due to Product Quality and Fit Testing
The market's distribution channels include e-commerce/online stores and offline retail. In 2023, the offline segment led in revenue, largely due to sporting goods retailers offering a wide variety of athleisure brands and providing personalized service. The ability to examine product quality and try on items in-store enhances consumer satisfaction and drives sales.
Regional Breakdown:
The market is geographically segmented into Europe, North America, Asia Pacific, South America, and Middle East & Africa.
Market Report Highlights:
The report covers:
- Key growth drivers, restraints, opportunities, and challenges.
- In-depth analysis of regional developments.
- List of major industry players and their strategies.
- Insights on the latest industry developments, including product launches, partnerships, and acquisitions.
Drivers and Restraints:
Growth Drivers:
The rising preference for casual, comfortable clothing—boosted by remote work and flexible work environments—continues to fuel market growth. The influence of social media and celebrity endorsements, particularly in the athleisure space, has also expanded the appeal of versatile athleisure styles.
Restraints:
The prevalence of counterfeit products replicating premium athleisure designs poses a challenge, negatively impacting brand image and consumer trust, which could limit market growth.
Regional Insights:
North America dominated the athleisure market in 2023, with high investment in R&D for sustainable textiles and ethical manufacturing processes. This focus on sustainability and innovation, including the use of ethically sourced materials, has significantly contributed to the region’s market dominance.
Europe also saw growth, driven by a high level of awareness around health, wellness, and comfort, coupled with social trends favoring casual and activewear.
Competitive Landscape:
The athleisure market is highly competitive, with both major and local brands focusing on product innovation, differentiation, and strategic partnerships. Collaborations and endorsements, such as Nitches’ deal with John Lewis in October 2021, are key to expanding market reach and boosting visibility.
Key Industry Development:
In March 2022, Puma announced a long-term partnership with Lega Serie A, enhancing its global visibility through one of the most-watched football leagues. This complements Puma’s existing collaborations with La Liga.
Key Players in the Market:
- Lululemon Athletica Inc. (Canada)
- Adidas AG (Germany)
- Under Armour, Inc. (U.S.)
- Hanesbrands Inc. (U.S.)
- EILEEN FISHER (U.S.)
- Vuori (U.S.)
- Outerknown (U.S.)
- PANGAIA (U.K.)
- Wear Pact, LLC (U.S.)
- PUMA SE (Germany)
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