What if you mixed the $1.700 billions fashion & shoes industry with the $282 billions sportswear market*
Such a good idea you might say!
The rise of athleisure might be explained by the successive Covid lockdowns and the remote new way of work, as people are now definitely seeking for stylish clothes but very comfy and practical for their spare-time sport activities.
People are questioning the dress codes, and brands listened to them! Many fashion brands & luxury house release athleisure ranges or just ride the trend revisiting their collections in a sporty way:
🐴 Hermès – From December 1st to 5th, the Hermes Fit exhibition highlights the accessories of the house by integrating them into sports practices: ‘Carré Yoga’, ‘Stretch’Ceinture’, ‘Haltéro’Chaussure’.
🈵 To avoid mistake and failure, some brands rather team up with a sport stakeholder, following the example of the PUMA Group x Maison Kitsuné co-branding released last month, 👖 or Levi Strauss & Co. the major denim brand that brought Beyond Yoga this past year.
🎾 At the opposite, sportswear brands also want their part of the cake trying to become fashion & lifestyle brands.
Lacoste – One of the most famous French luxury sportswear brands is now also a successful twist from sport to fashion.
🤿 Last but not the least, Decathlon which became a real asset for the families’ daily life, from accessories to outfit.
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*Source: Euromonitor
