Women'S Sportswear Enters The New Mainstream Of Leisure Market

"With good sportswear, I feel more confident in the gym." Wang Zhao, who was born in 1995, has bought a new set of fitness clothes from British sports brand gymshark for herself, the third one she has bought this summer. Behind Wang Zhao's consumption behavior, the paper man was out and the vest line was shortlisted. The upsurge of women's sports is rising continuously. The sense of power brought by sports has become the new pursuit of urban white-collar women.

ATHLETA Inc, a women's sportswear brand of gap, has acquired "her power", the domain name of powerofshe.com, and launched the domain name to jump to the official website. This shows that women's sportswear caters to the market demand formed by the rise of "her economy" and "her power".

During the first half of the year, Tai Jun'an led the fashion industry in terms of the latest fashion industry statistics. That is to say, in the first half of 2020, under the background of the cold clothing retail environment, the overall performance of sports leading brands is better than that of the industry as a whole and other categories such as men's wear, women's wear and leisure, showing strong performance resilience.

Women's sportswear is one of the mainstream outlets in the sportswear market. According to the survey report of sports industry in 2019 released by PricewaterhouseCoopers, China's sports industry shows signs of "her economy" rising. According to the "2020 women's consumption trend report" released by Jingdong, women join the sports force, anaerobic, playing ball, and dancing, and their sports methods are more diversified; the proportion of women's consumption in squash, baseball, table tennis, aerobics and yoga has been greatly increased, with the growth rates of 34.8%, 25.0%, 16.1%, 14.6% and 11.9% respectively. Different sports scenes correspond to different clothes, which also stimulates the further expansion of women's sportswear market.

Women's sports consumption market is large, but there are not many sportswear brands exclusively for women, so these brands are quite popular in the market. Lululemon, a yoga clothing brand, is considered to be the best at harvesting female consumers. Since it entered the mainland of China in 2016, it has become increasingly attractive to Chinese female consumers. Take its main Yoga Pants brand as an example. Compared with the price of 300-400 yuan of famous brands such as Nike and Adidas, the price of lululemon has almost doubled. However, the high price has not deterred female consumers and become the favorite of young white-collar women. Therefore, it has formed the label of female, yoga and high-end. In 2020, affected by the epidemic situation, the development of many clothing brands will be stagnant, while lululemon will continue to expand, and will be stationed in Shanghai Yangpu heshenghui, Kunming Henglong square, Hangzhou Hubin Yintai in77, Qingdao Vientiane City, Wuxi Henglong square, etc.

In the face of the explosive growth trend of women's sports market in recent years, even though there are not many sports apparel brands exclusively for women, traditional clothing brands pay more and more attention to women's sportswear production line. Not only sports giants continue to make efforts in the market, but also underwear brands, fashion brands and leisure clothing enter the track, actively starting the market competition. For example, aimer sports, aimer sports, aimer sports, aimer sports, aimer sports, aimer sports and DKNY sport.

In response to this phenomenon, Castle Peak capital pointed out that "athleisure" is a compound word of athletics and leisure, which means wearing sports underwear and leggings as daily out of the street. This trend has turned sportswear into a trend symbol, opened the door to new categories, and opened the possibility of sports clothing eroding the trend and leisure clothing market.

It can be predicted that when more clothing brands enter the Bureau, women's sportswear will present a situation of blending trend, leisure and function on the basis of traditional functionality, which will bring more possibilities for the sports apparel industry.