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Run don't walk into men's and women's sport

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Why should you consider selling men’s or women’s activewear? The answer is right in front of you just look around. The next time you’re at the grocery store or simply picking up a cup of coffee casually look around how many pairs of leggings, sweatshirts, sweatpants, tank tops and other athletic apparel can you spot? Sportswear as a category has broken out of the smelly gym bag and gone mainstream and the sales and your own eyes will back this up. What is the story with this categories growth and how and why should you get on the sportswear treadmill?

We all need a bit more exercise- We recently talked about the growing global obesity problem in another article and how today’s lifestyle is a large contributing factor to this epidemic. As many are aware there are a multitude of health risks associated with obesity such as heart disease, diabetes and cancer. Since we are spending more time than ever behind a desk in an office there is a far greater realization today of the importance of balancing this out with a regular exercise schedule to keep the weight and the associated health risks to a minimum.

The push towards casual- The biggest market moving factor in apparel in the past few decades has been that steady push towards more casual. 20-30 years ago virtually every professional man or woman wore either a suit, blazer and for the guys the tie every day. Today it’s a very different story, when was the last time you wore a suit your last job interview? Guys do you still remember how to tie that tie? look around your office, it’s filled with khaki and blouses and for the really casual work environments t-shirts and jeans. The active apparel category has benefited hugely from this push as many of these articles of clothing have moved from the twice a week gym wear to daily use.

It’s all about comfort- Lets face it, we love to be comfortable and athletic apparel is very comfortable because its designed to be that way. With the vast majority of apparel comfort is usually an afterthought, its primary concern is how it looks. Companies like Nike, Under Armor and North Face invest millions of dollars into research and development of their product to assure that it is not only functional but comfortable. These items are designed to breathe, transfer away body moisture, provide muscle support, waterproof or extra insulation for extreme climates. A lot of these features consumers find very desirable which is why these garments are found so frequently outside of the gym.

Functional meets fashion at last- Activewear has come a long way from baggy t-shirts and the classic cotton sweat pant. In addition to all the snazzy features these items now offer they actually look really good. They are sleek come in a variety of attractive colors and are form fitting which goes a long way to explaining their new mainstream appeal.

They fly off the shelf!- This is one of the hottest categories in apparel these days demand is extremely high and still growing. Your greatest challenge with this category is keeping up with the demand, these items move fast and with healthy profit margins. A word of advice to those in activewear or thinking about it, do not hesitate on buying when you find wholesale lot you like, demand is high and these lots do not last long!

Jogging, hiking, playing sports or just going for coffee or lounging around the house its clear to see that sports and athletic apparel are now staples of everyone’s wardrobe.


 

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