US Athleisure Market Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Category outlook, 2022-27
• Opportunities and challenges
• A more casual environment, hybrid working opens opportunity for athleisure
• Athleisure brands should embrace sustainability options
• Home in on holistic health
• Incorporate tech into the shopping experience
• Key consumer insights

Market Landscape

• Athleisure is here to stay and growing quickly

Market Factors

• Consumers, brands face tough economic headwinds
  • Figure 2: Consumer Price Index change from previous period, 2007-22
• An increased focus on health and wellness opens doors for athleisure brands
• A new law could bring more scrutiny to the acts of athleisure brands

Competitive Strategies and Market Opportunities

• Athleisure brands eye sustainability initiatives
• Circular economy initiatives see growth
  • Figure 3: Lululemon taps into the circular economy with Like New option
• A change in work habits offers new opportunities
• • Figure 4: Abercrombie & Fitch launched new activewear line YPB
• New avenues emerge for greater consumer outreach
  • Figure 5: New marketplace Apparelle focuses in on athleisure
• Athleisure brands tackle mental health
  • Figure 6: Gymshark opens a barbershop to help with men’s mental health
• Incorporating technology can help consumers address fitness, track performance
• • Figure 7: Wearable X smart yoga pants help yogis correct posture

The Athleisure Consumer – Fast Facts

Athleisure Consumer Segments

• Consumers are engaged with their health and wellness routines
• • Figure 8: Athleisure consumer segments, 2022
• Attentive Actives well-represented regardless of age, gender, race and more
• • Figure 9: Athleisure consumer segments, by key demos, 2022

Items Purchased

• Athleisure comprises a significant amount of consumers’ closet space
  • Figure 10: Percentage of athleisure items in wardrobe, 2022
• Younger consumers drive athleisure wear
  • Figure 11: Athleta shows how its clothing can be used for everyday activities
  • Figure 12: Percentage of athleisure items in wardrobe, by key demos, 2022
• Items purchased are influenced by activity, time between purchases
  • Figure 13: Items purchased, 2022
• Younger consumers purchase a wide range of items
  • Figure 14: Items purchased, by gender and age, 2022

Retailers Shopped

• Retailers need to focus on the omnichannel experience for athleisure consumers
• • Figure 15: Retailers purchased, 2022
• Involved athleisure consumers seek out the latest styles
  • Figure 16: Retailers purchased, by athleisure consumer segments, 2022
• Gen Z, Millennials look across wide range of retailers to purchase athleisure
  • Figure 17: Retailers purchased, by generation, 2022

Reasons for Wearing Athleisure

• Athleisure is a dichotomous category
  • Figure 18: Reasons for wearing, 2022
• Activity participation influences when and why athleisure is worn
  • Figure 19: Reasons for wearing, by athleisure consumer segments, 2022
• Women seek athleisure for everyday options; men want elevated options
  • Figure 20: Lululemon highlights pockets in its latest lineup
  • Figure 21: Reasons for wearing, by gender, 2022

Important Athleisure Attributes

• Comfort, price, and durability all add value for consumers
  • Figure 22: Important attributes, 2022
• Older consumers look for function, younger consumers seek style
  • Figure 23: Important attributes, by generation, 2022
• Men see athleisure brands as a way to express themselves
  • Figure 24: Important attributes – brand, by gender, 2022
• • Figure 25: Nike’s “What are You Working On” series encapsulates the best athletics offer

Attitudes toward Athleisure

• Consumers view athleisure with multiple use cases
  • Figure 26: Attitudes – Athleisure occasion, 2022
• Attentive Actives, Athletic Comfortables differentiate between their athleisure items
  • Figure 27: Attitudes – Athleisure occasion, by athleisure consumer segments, 2022
• Name, quality and experience are all important purchase factors
• • Figure 28: Attitudes – Preferred purchase habits, 2022
• Attentive Actives are highly selective in their purchase process
  • Figure 29: Attitudes – Preferred purchase habits, by athleisure consumer segments, 2022
• Consumers seek out practical features, environmentally-friendly options
  • Figure 30: Attitudes – Features, 2022
• Practical features help consumers move from one activity to the next
  • Figure 31: Attitudes – Features, by athleisure consumer segments, 2022
• Consumers see a bright future for athleisure
  • Figure 32: Attitudes – Future desires, 2022
• Attentive Actives and Athletic Comfortable consumers pay attention to aesthetics
  • Figure 33: Attitudes – Future desires, by athleisure consumer segments, 2022

Appendix – Data Sources and Abbreviations

• Data sources
• Consumer survey data
• Consumer qualitative research
• Abbreviations and terms
• Abbreviations