Athleisure and Lingerie Research

Goals

To have a broad understanding of which category is larger, has more competitors, and has had better exits: athleisure or lingerie. An ideal response would also provide the consumer buying behavior of lingerie versus athleisure, along with direct to consumer (DTC) disruptors in each category, merger and acquisition (M&A) activity in each category, the market size in each category, and the online penetration in each category.

Early Findings

  • We were not provided a geographic focus in the chat transcript, so we are assuming a global focus. If a more targeted approach is desired, for example, the United States, this would have to be clearly communicated to us in any reply.
  • After research, we discovered that "lingerie" is a vast and broad term and includes terms such as underwear and intimate wear,

Lingerie

Athleisure

  • "An NPD study in August 2019 showed the number of women who shopped or bought a sports bra has grown to 45% in 2018 from 38% in 2015. “The perception that a bra ‘is sexy’ is much less important,” the study said."
  • The dictionary-defined athleisure trend has led to the continued growth of companies like Nike and Lululemon that are doubling down on consumers’ increased health and wellness pursuits. "Major retailers from Amazon to Target also have rolled out their own athleisure lines."
  • According to Adam Goldenberg, CEO of Los Angeles-based TechStyle Fashion Group, The adoption of athleisure trend is here to stay and going to accelerate. It’s about “being more comfortable. There’s a trend toward wellness. We couldn’t sell leggings in France three years ago. But now it starts to pick up.”
  • The global athleisure market was predicted to rise 9% in 2019, outpacing the total clothing and footwear market beyond 2023, according to data and analytics firm GlobalData. "Its study showed more than two-thirds of consumers wore the sport clothing they bought both for exercise and for eating out or shopping." “Consumer desire for a multifunctional wardrobe (is) set to drive the athleisure market,” the report said.
  • According to this source, the athleisure market size was valued at $155.2 billion in 2018 and is expected to reach $257.1 billion by 2026, registering a CAGR of 6.7% from 2019 to 2026.
  • According to Grand View research, The global athleisure market size was valued at USD 300.0 billion in 2018. "Rising awareness regarding physical fitness and personal grooming among millennials is expected to be a key driving force. Moreover, apparel cultural shift in the workplace at a global level is projected to increase the use of athleisure over the forecast period."

Summary Of Our Early Findings Relevant To The Goals

  • Our initial hour of research was spent ensuring that all the aspects of this very large research project was publicly available.
  • While it appears market sizings for both categories are available, they are almost exclusively global in nature and they vary widely in their estimates. It would appear that only a paywalled source (which we do not have access to) would probably give the most accurate market size and growth. We are suggesting not pursuing this aspect of the research because of this factor.
  • As discussed at the top of this document, a geographic focus in the chat transcript, so we are assuming a global focus. If a more targeted approach is desired, for example, the United States, this would have to be clearly communicated to us in any reply.
  • Please select one or more of the options provided in the proposed scoping section below.

Proposed next steps:

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