In the fashion industry, nothing is made to the norm and the rules are not necessarily immutable. Sportswear (Activewear) is becoming fashionable.
In an age when people are free to choose clothes and styles, it’s not surprising that pyjamas are worn down the street or exercise clothes are worn to work. Remember in the 80s, aerobics was very popular with Western women, the bandages and tight T-shirts began to blur the flare. But at that time, the trend was not widely accepted and even considered to be rough. Things are different now because the sportswear (activewear) is becoming fashionable.
Not only is it not restricted to use outside the gym, the activewear is also improved in appearance and features to wear like normal clothes. Especially in North America, wearing leggings under a skirt to work, or going out to dinner with a sweater is gradually accepted – even considered luxurious.
Experts believe that the trend of activewear will develop and be popular. Tom Julian, director of market research firm Doneger Group, asserts that the success of a denim advertising campaign will be repeated for activewear.
Glenn Murphy, CEO of Gap Inc, is extremely upbeat about his Athleta brand. He said Athleta’s outfit has many features to suit the needs of women today. Athleta’s revenue growth is admirable. From a rudimentary store built in 2011, two years later Athleta had 65 stores. Gap Inc expects to have 35 more stores this year. Gap Inc is not the only company investing in this trend. H&M, Uniqlo, Victoria’s Secret and Forever 21 have also started selling fashionable sportswear over the past few years.
The development potential of activewear is appealing to the people who create the world’s leading fashion trends. So don’t be surprised to find a pair of yoga pants that cost a few hundred dollars. Brands like Australia’s Lorna Jane, Britain’s Sweaty Betty and Canada’s most famous Lululemon are selling yoga pants for up to $100.
However, not all designers will follow the trend of sportswear just to satisfy the desire to appear in the market. Free people are an example of not losing a typical Bo-ho style. Therefore, it is too early to say that activewear will be popular like denim. Denim has had a long time of development to be accepted by all classes, races, ages, genders and cultures. While activewear, despite its potential and popularity, is currently very popular in parts of the world such as North America.