NPD: Activewear Growth Sets Pace for Overall Apparel Market

Activewear as streetwear at Lululemon Athletica

Activewear as streetwear at Lululemon Athletica

Port Washington, NY–Growth in activewear buoyed the total U.S. apparel market in the 12 months ending June 2014 (July’13—June’14), helping total apparel sales reach $206.3 billion, a 1% increase over the prior year, according to leading global information company The NPD Group.

Activewear sales accounted for $33.7 billion, representing 16% of the total apparel market, and have played a significant role in the overall success of the total apparel market over the last two years. Activewear-related accessories also have seen an upswing.

‘Booming’ 

The top three primary uses for activewear are Casual/Every Day Use, Athletic/Sport/Exercise, and School. While use of activewear in Athletic/Sport/Exercise declined during the 12 months ending June 2014, School use experienced growth.

“Activewear is booming, with sales growth exceeding that of the apparel market as a whole, and it’s because consumers are wearing activewear not only to the gym, in the gym, and from the gym, but they are working out, going out, and even hanging out in activewear,” said Marshal Cohen, chief industry analyst, The NPD Group. “Consumers are drawn to its comfort and versatility, and the fact that it still makes a fashion statement. Activewear, by nature, also evokes a sense of athleticism and wellbeing, which only adds to its appeal.”

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The activewear industry has experienced growth across all channels*, demonstrating that competition exists and it is not limited to athletic retailers.

“Retailers and manufacturers across the board know that activewear is active, and they all want a piece of the action,” added Cohen. “Because of this competition, it’s not enough for them to simply jump on the activewear bandwagon. To truly capitalize on this ongoing trend, they need to unveil products that are colorful and unique, and fuel the activewear demand not with repetition, but with innovation and creativity.

*Channels include Department Stores, National Chains, Mass Merchants, Specialty Stores, Off-Price Retailers, Mfr. Owned Stores, Direct Mail/E-commerce, and Warehouse Clubs
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions.  By combining data assets with unmatched industry expertise, NPD helps clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food/foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. npd.com

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