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

ABSTRACT
The Celebrity Match-Up
Activewear has changed drastically over the years and it seems that everyone is becoming more fashionable when hitting the gym. The days of sweating in a cotton T-shirt are fading fast not only for athletes but for everyday people. There is now active apparel that is stylish enough to appeal to discerning fashionistas. Our idea of women's active apparel is now based in the contemporary sportswear market. Activewear has moved far beyond workout attire. Designers are now blending fashion elements with traditional sportswear properties. The new collections include more color, looser, yoga-inspired silhouettes and lifestyle looks designed to fit women's active lives.

"Contemporary Sportswear has been a hot category for a while, Its been happening for probably five years, and continues to grow at a very rapid pace." according to Jim Gold the president and CEO for Bergdorf Goodman's.

To target the lucrative women's contemporary market, many higher-end fashion brands are selling fitness clothing. Adidas teamed up with designer Stella McCartney to create a line of street-worthy fitness clothes, Alexander McQueen is working with Puma, and Norma Kamali collaborate with Everlast. These brands, contemporary in feel, are offered on the contemporary sportswear floor in most department stores. Even high-end designer brands such as Prada, Escada, Missoni and Christian Dior have have created active collections. Although volume sales of these luxury products is low, they do push forward the perception of fitness clothing being fashionable and trendy. The overall price sensitivity in the activewear market will continue to limit the impact of more expensive fashion brands and be more focused on the contemporary market.

Bringing more high-end aesthetic to sportswear is the collaboration between sportswear companies and celebrities. It all started 5 years ago when Christy Turlington teamed up with Puma to create the yoga inspired sportswear collection called Nuala. Now sports companies o f all sorts are working with top designers and celebrities for new lines that are created to be worn as lifestyle clothing. Examples are Reebok and musician Pharrell Williams, Reebok and Scarlett Johansson, Puma and former Gucci designer Neil Barrett, Adidas and Missy Elliott, and Adidas and Yohji Yamamoto. These collaborative lines bring energy and trendy styling to the contemporary sports market, and a boost to sales. The success of these marriages companies are expanding their product offering.

The sales growth of fitness club merchandise is proving the collaboration trend. Equinox Fitness, the popular and innovative fitness club, sales are running up 20% which is shifting their merchandise toward more fashion-forward items. Equinox now offers contemporary fashion brands such as Velvet, Hard Tail, Splendid, Ella Moss, and Adidas Originals.

"It is becoming more and more obvious that Equinox needs to be in line with what our consumer sees in upscale stores," said Marion Baker, who formerly held buying positions at Bergdorf Goodman and Saks Fifth Avenue.

Craved by Retailers: Contemporary Sportswear
The contemporary sportswear market is bigger than ever and has been growing for the past 3 years. Retailers such as Bloomingdales, Saks Fifth Avenue, Nordstrom, Scoop, and Bergdorf Goodman are all capitalizing on this trend. Right when you exit the elevators on the 2nd Floor at Bloomingdale's, you are surrounded by frantic people trying to get clothing by the next new designer.

For example, Norma Kamali for Everlast has its own section on the contemporary floor and is a big focus for the store. As you enter these retailers you will notice that the contemporary clothing has an active vibe, such as jersey knits, leggings, matching separates, fleece, and spandex. "Everybody is going after the contemporary business and intensifying it . . .," said Frank Doroff, senior executive president and general merchandising manager for ready-to-wear of Bloomingdale's.

Why is the contemporary market so hot, because the style and appeal relates to a wide audience. Contemporary sportswear consumers are no longer just young people, it's now for mothers and daughters and people of all ages. It is the fastest growing category, driven by prices and styles that are available to a wide audience. Fashion is now a point of view, not geared to any age group. Contemporary pieces can be put together and can be mixed with different designers, each piece is made to stand on its own.

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: 2007 November
Region: usa