The following research report contains market research, analysis, statistics and business intelligence relating to research on The Big Crossover.

ABSTRACT
Comfort rules, and "Couch Potato Chic" is back. Society is becoming so casual that it is paying-off for mass merchandisers in activewear volume. Manufacturers are coming through for consumers in a big way by offering contemporary sportswear that has a more active feel, making it acceptable for you to wear leggings with a jersey tunic on the streets. Brands such as James Perse, So Low, and C & C California are making it possible for women to be comfortable and stylish in ways that have not been acceptable since the 80's.

Sales of activewear styles are up about 5% and consumers are sporting the active apparel during sweaty workouts or leisurely strolls with man's best friend. Companies are not just offering boring old sweats to the comfort rules consumer, they are proving apparel that is street worthy. It is now acceptable to wear what you had on in pilates class to lunch with your friends, take your children to the park, or to run everyday errands.

Women are starting to wear workout tops at night because active tops are becoming more sexy and supportive. This trend is influencing contemporary designers to add the positives of activewear (support and comfort) to their own designs. Rachel Pally is doing just that with clothing that is made specifically for a woman's active body and designed to be worn as casual or cocktail. Noted in the Mintel report jeans ÐU.S., January 2006, designer denim, which mixes well with fitness tops, has become accepted clothing for going out and "dress-up" occasions.

"We're trying to offer the consumer a better quality and better styling- - something different than just clothing to wear to the gym," says Jonathan Matthews, director of marketing and merchandising for Jerzees.

Most people will always use activewear for sports and casual garments, even some companies are adopting new materials to satisfy the needs of the consumer with an active-lifestyle. Moisture management fabrics help wick away perspiration, so the user feels dry at all times of the day. Color, fashion, and functionality contribute to the all-day appeal of activewear and with comfort becoming the rule, not the exception, for consumers, sportswear will likely just keep on growing.

Women's clothing accounts for 44.8% of sales, which can be largely attributed to the use of fitness clothing as casual wear, the availability of products with a trendy or fashionable spin, and the higher prices of women's fitness clothing. Manufacturers that had previously focused primarily on the active sports market have begun to create apparel geared more for everyday. Due to the fact that the comfort factor for this type of clothing cannot be discounted, consumers are moving towards wearing their fitness clothing in their daily lives.

American lifestyles became more casual in the late 90s and employers began to adopt and extend casual Fridays after the dot-com boom. Casual dress codes quickly became a no cost benefit for employees. Contemporary manufacturers are already changing things up by creating more clothing with yoga and athletic inspired silhouettes. The use of simple activewear sizing (S, M, L) to coordinate with their active designs is appealing to consumers because it leaves out the confusion of changing numbers. Activewear companies are changing it up too, with more stylish details and contemporary looks. This new edge moves them to more fashionable retailers such as Bloomingdales, Barney's, and Saks.

Mixing fitness clothing items into everyday wardrobes has been going on for years. Crossover wear is clearly a significant force behind the continued growth of fitness apparel sales compared to the overall apparel sales. According to the SGMA, only 30% of fitness clothing sold is designed for an active sport. It encourages more spending due to the fact that the products can be used for more purposes, and also encourages higher prices since style and fashionable appeal have become more important.


It's not surprising that fitness apparel brands and primarily fashion-based brands have shifted to this crossover market. For example, Juicy Couture achieved strong sales with trendy active inspired looks but it is not likely that you will see anyone wearing their designs to the gym. As consumers continue to embrace this low maintenance lifestyle, dressing down as much as possible will continue to grow. Many consumers consider any type of fitness clothing appropriate attire, but women continue to seek out fashionable fitness. Companies have already changed their focus on manufacturing sportswear that caters to women's aesthetic sensibilities, and this is a trend that will have a lasting impact on fitness clothing. The forecast expects this trend to continue along with the growing acceptance of fitness clothing for more everyday activities. With the expansion of the number of situations where casual wear is acceptable, it will be likely that the future sales of activewear will increase beyond the forecasted amount.

The Ethical Market

Yoga, pilates and softer forms of exercise forces the focus towards eco-friendly clothing alternatives to grow. Companies are already creating apparel that uses organic cotton and other eco-friendly textiles because more consumers are becoming more involved in outdoor and fitness activities. Manufacturers are following the lead of companies like Patagonia, which in2007 announced plans to begin recycling used polyester underwear at more than 30 of its stores in the U.S. and Japan. Another product that is being tested is TrapTek, a technology that permanently embeds activated carbon derived from coconut shells into fiber and yarns, providing effective moisture management, odor absorption, and even UV protection properties.

A growing trend is socially conscious brand marketing. Two major players are American Apparel and Nike. American Apparel, which advertises that it is "made in downtown L.A, Sweatshop Free," appeals to the socially conscious consumer who cares where and how their product is made. Nike also joined on by working with Lance Armstrong on the "Live Strong" bracelets campaign, which was huge trend among people of all ages. These brands give people a way to give back that is accessible and easy.

"There is a penchant for attaching socially conscious brands to your personal brand." Samantha Skey, Alloy Media + Marketing

Socially conscious brand marketing has long had presence in the American market, one that you shouldn't expect to weaken anytime soon. Depending on whether the brand just mentions a cause in its marketing or actually shows you what its doing will prove the brand's usefulness. Substantiating those claims with facts and figures is what you should expect in the future.

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

Published: 2006 November
Market: Mens Womens
Region: usa
Industry: Apparel