Athleisure: Versatile and Popular
Originally created as relaxed, efficient sportswear, over time athleisure has evolved through material and technological innovations like spandex, wool and cotton blends. Its growing popularity stems from its flexibility to transform from business attire to evening jogging outfits. Between athleisure’s comfort, affordability, versatility, and fashionable looks, it’s easy to see why it has become so popular. The target market is primarily millennials looking for health, wellness, and flexibility in apparel.
Consumer Demand and Market Insights
For marketing strategies, thorough customer segmentation is key. Nike targets male and female consumers aged 15-45 across generations to ensure future growth. Athleisure serves the comfort people ask for and comes in styles, designs and patterns to blend into any situation. The versatility of athleisure is unmatched, seamlessly transitioning from workout sessions to running errands and casual outings. Its comfort and style make it a preferred choice in everyday life.
Athleisure Wear in India
Focused on the growing sports and athleisure market in India, one domestic brand creates niche products priced from ₹500 to ₹3,500. Inspired by single-category brands like Nike, its supply chain management and manufacturing efficiency will be key in this labor-intensive segment. Market reports project over 5% annual growth through 2027, with North America accounting for 38.4% market share in 2018.