Prepared for emily D. | Delivered May 12, 2020
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To identify case studies of three brands that are performing well in the athleisure clothing segment, covering what they are doing well, how they are marketing themselves, and their target audience.
The athleisure clothing segment is still in
in the United States, fostered by consumers increased drive to improve
and fitness. In addition, the
apparel culture shift
in the workplace is projected to increase the adoption of athleisure wear in the nearest future.
The US athleisure market was valued at
in 2016. The active bottoms and leggings segment alone accounted for over
, according to estimates by the NDG Group.
According to Retail Drive,
are the major consumers of athleisure clothing in the US.
In a recent study of the athleisure market, Nike held an average of
of total sales in 2019, while Lululemon held
, Under Armour held
and Athleta held
Lululemon is currently the
brand in the women's activewear segment and the most successful example of the athleisure movement. In addition to Lululemon, Athleta is regarded as the
second-best performing brand
in the "athleisure as a lifestyle” space.
Fabletics, which began as a digital savvy, pure-play e-commerce retailer in 2013, successfully grew its in-store sales grew by
in 2018, while generating
in sales — making it a solid performer in the segment.
Some of the top-performing
in the athleisure clothing segment include WONE, Glyder, Tasc Performance, Girlfriend Collective, Mika Yoga Wear, and Terez, according to a recent Forbes article.
As much as
of athleisure sales was completed offline in 2018, while the rest
was performed over the internet.
Summary of Research
In our preliminary hour of research, we discovered that Lulumon and Athleta are the fastest growing brands in the athleisure market, while Nike still maintains the largest market share.