Female sportswear becomes the new favorite of sports and leisure market

Sporty style has become one of the most popular trends nowadays, especially women's demands for sportswear are more and more, not only comfortable, but also very fashionable. Stars have also begun to collaborate with sports brands to launch their own collections and even create their own sportswear brands. And it turns out that the star is really selling.

The female sports market is booming

In the past two years, “her economy” has become increasingly popular. But in the previous sporting goods market, women's spending power has not been well motivated.

According to media reports, most sports brands have invested 80% of their R&D, production, and promotion resources in a male-dominated market. According to the data of the "Sales and Services Business Women's Sporting Goods Consumption Analysis Report", the male sportswear market is at a stage of oversupply, while the types and styles of women's sports products only account for 30%-35% of the total sports brand products. It is enough to see that there is still a lot of room for development in the women's sports market.

According to a report released by Mintel in September 2015, “70% of consumers who bought sportswear in 12 months purchased for sports and 51% for other reasons.” The report also highlighted women. Show more interest in sportswear. Women's demand for sportswear for a variety of occasions has spurred the development of fashionable sportswear.

Lululemon, which has long been in the women's market, started its first store in 2000, with sales of nearly $2 billion in 2014. Traditional sports brands such as Nike and Adidas are also targeting the women's market, and even luxury and fashion brands such as Chanel, H&M and ZARA have launched sports products. The domestic sports brand Li Ning also joined forces with Ai Kangnis to bet on the female market.

Established Calia for nearly two years, sales are second only to Nike and UA

Recently, Dick's Sporting Goods, the second-ranked sporting goods retailer in the US market, said that Calia, who has been founded by seven American Grammy Award winners and American country music singer Carrie Underwood, has become Dick's for nearly two years. One of the best-selling women's sports brands in the store, sales are second only to Nike and Under Armour.

Like many celebrities doing branding, Calia is also using the influence of Underwood and then looking for a large retail channel. "We think it's (Calia) is heading towards the second place," said Ed Stack, chairman and CEO of Dick's. "It's not the same as other brands on the market."

Prior to this, in order to give Calia enough space for display, Dick's directly removed the Adidas and Reebok women's products and became the exclusive sales channel of Calia.

Calia's big sales also benefited from the American Athleisure trend. Young men and women in the United States are more willing to buy clothes that can be worn by work and fitness. This means that as long as it is not difficult to understand the basic design, with a breathable functional fabric technology that is not necessarily very high-end, you can make a brand. Underwood discovered this business opportunity.

Compared to the more expensive Lulu lemon, Calia's price is also more civilian, a sports Bra sells for about 40 dollars, coupled with Underwood's market influence, Calia is quite influential in the mid-range women's sports market.

Celebrities get together, women's sportswear becomes a new choice for entrepreneurship

In addition to Underwood, more and more celebrities have joined the sportswear industry and are beginning to dominate the sports market. Among them, the most typical one is Rihanna and fashion queen Beyoncé.

Since Rihanna joined the Hummer Company in 2014 as the creative director of the women's series, Hummer's negative voice has continued to decline, brand popularity has rebounded, and performance has begun to grow. In September 2015, the first Fennish Puma Creeper series launched by Rihanna and Hummer was sold out within three hours. This year, the coconut shoes that beat the grandfather became the best sneakers of 2016 selected by Footwear News, the international footwear authority magazine.

Now the Fenty Puma is also a rhythm of fire. In April this year, Rihanna also launched a plush slippers, which is also a rush. The original price of this slipper is $80, but on the eBay auction platform, many buyers offer a price of 200 or even $300.

Beyonce chose to be his own boss compared to being hired as a creative director or designer. As early as 2014, Beyonce teamed up with the fast fashion brand Top Shop to form a company called Parkwood TopShop Athletic, which produces and sells “sports and casual wear”.

In April of this year, Beyonce released his own personal sports brand Ivy Park for the first time, officially joined the sports and leisure trend. This series is named after Beyonce's daughter, Blue Ivy. The original intention of Beyonce to create this brand is to pay attention to the value that sports bring to women's lives. “When I work and rehearse, I usually wear sportswear,” she said. Beyonce regrets that 80% of girls are no longer exercising around the age of thirteen.

The management of Ivy Park's marketing and public relations department stressed that this is not a Short-lived star collaboration product – this 228-product product line has been carefully crafted by Beyonce to express self-affirmation, self-confidence and diversity. And these connotations are most needed by the younger generation.

In addition, two Oscar winners of the best actress award Hilary Swank founded the personal brand Mission Statement; Hollywood actress Kate Hudson (Kate Hudson) also launched its own sports fashion brand Fabletics; British female singer Rita Ora teamed up with Adidas to launch a personal product line; British supermodel Rosie Huntington-Whitley partnered with Marks & Spencer, the UK's largest multinational commercial retail group, to launch a sportswear collection; Liu Wei also founded the “Balanpie Balance School”, which focuses on creating sportswear that combines the Asian body, professionalism and fashion.

Conclusion

Claire Varga of WGSN, the global trend forecasting agency, said: "The most fashionable thing now is to launch a fitness product line. It is hailed as the latest celebrity standard, reflecting the importance of health and the star's emphasis on 'sports'. Brands also like this trend because fashion stars are more widely available than today's sports stars – brands can get more consumers.

According to consumer market research firm NPD, the “sports and leisure” market is now worth £4.5 billion in the UK. (The sports and leisure clothing here includes luxury fitness clothing and casual clothing.) On a global scale, this figure is about 173 billion pounds, up 17 percentage points from last year. It is estimated that by 2020, the global sports and leisure market will reach a value of 229 billion pounds.

But this does not mean that the brand can catch up with celebrities in the women's sports market, and more incoming people also bring more choices to consumers. If the brand does not understand, it is just a pursuit of new trends. Neglecting professionalism will soon be abandoned by the times.