Premium athleisure market
Even though the overall industry growth dropped significantly at the start of the pandemic, it’s now on the trajectory of slow yet sure growth.
Source: Vogue
The premium segment of the athleisure market is expanding more rapidly than the mass-market segment, with shoppers willing to invest in high-quality, durable items.
Asia Pacific will register the fastest growth rate with a CAGR of more than 10% from 2021 to 2028.
Source: Business Market Insights
For all regions, the premium athleisure product trend is driven by a consumer base that values longevity and sustainability in their purchases, recognizing that premium products often offer advanced technology in fabric and fit, which can boost performance and withstand more rigorous use.
Athleisure brands that cater to this segment provide apparel that meets the functional demands of an active lifestyle and delivers on the promise of fashion-forward designs that can transition seamlessly from workout to social settings.
Overall, the premiumization of athleisure wear aligns with the broader trend of consumers willing to pay a premium for products that offer extra value, whether through superior materials, ethical manufacturing processes, or exclusive designs. As a result, the premium athleisure market is not just growing; it’s thriving, setting new standards in both the fashion and sports industries.
Industry trends and challenges
The athleisure market is not just about comfortable clothing—it’s a battleground for some of the most innovative and adaptive fashion trends. However, this growth spurt is not without its challenges.
1. Customer loyalty
With an expected increase in travel and outdoor activities, consumers prefer authentic emotional connections with brands over celebrity endorsements. Emphasizing long-term brand building through genuine relationships could be beneficial.
2. Economic and geopolitical uncertainty
The global economic outlook for 2024 remains unstable, affecting shopper confidence. This is especially true for fashion markets in China, Europe, and the USA, each facing unique regional challenges.
3. Consumers adopt healthier lifestyles
We’ll see more outdoor brands introducing lifestyle collections, while lifestyle brands are expected to incorporate technical features, merging functionality with fashion.
Source: Pixabay
4. Intensifying fast fashion competition
The fast-fashion industry, known for its rapid production and turnover of trendy, affordable clothing, is heating up the athleisure market.
Brands like Shein and Temu are pushing the envelope with aggressive pricing, lightning-fast manufacturing processes, and an enhanced customer experience that keeps shoppers returning for more.
These fast-fashion giants have mastered the art of catering to instant gratification. With new styles appearing almost weekly, they’re setting a pace that is hard for traditional athleisure businesses to match. This intense competition forces athleisure companies to stay on their toes and continuously innovate to maintain consumer interest.
Source: Shein
5. Evolving consumer preferences
Despite the allure of fast fashion’s affordability, a growing market segment leans toward premium products. This is particularly evident among consumers who invest more in durable, sustainable items that align with their values and lifestyle choices.
However, the economic landscape is harsh, and many individuals face financial constraints that make it challenging to balance their preference for quality with their budgetary realities.
The athleisure market must navigate these complex buyer dynamics, balancing the need for quality and sustainability with the consumer’s desire for affordable pricing. In the face of these challenges, athleisure brands compete on trends and values, performance, and a compelling brand narrative that resonates with their audience.
6. Growth of print-on-demand athleisure
The athleisure market is witnessing a significant rise in print-on-demand (POD) brands specializing in athleisure wear. This trend allows for greater customization and personalization, catering to consumers’ desires for unique and tailored fitness apparel.
POD models also offer brands the flexibility to quickly adapt to fashion trends without the risks associated with large inventory stocks, making it a strategic choice for both new and established companies aiming to capitalize on the athleisure movement.
Most popular athleisure product categories
Whether for a quick errand, a coffee date, or an actual trip to the gym, athleisure products are the ultimate hybrid of performance textiles and everyday fashion. Trending products in this category reflect the current buyer demand for style and functionality.
Moreover, the rise of print-on-demand dropshipping services has allowed for a more personalized approach to athleisure, enabling consumers to create custom pieces unique to their style and needs.
1. T-shirts
T-shirts have emerged as the champions of the athleisure market, offering unmatched versatility. They effortlessly transition from a casual coffee run to a sweat session at the gym, making them an indispensable part of the modern wardrobe.
T-shirts accounted for a staggering 31% of the total athleisure market share in 2023, underscoring their popularity and staple status in both athletic and leisure attire.
Source: Printful
2. Sneakers
Sneakers are the second most popular item in the athleisure segment.
Sneakers, including the classic canvas shoes, have transcended their athletic origins to become a fash
ion staple in the athleisure wardrobe. Their versatility allows them to be paired with a wide range of outfits for various occasions, from a casual day out to an intense workout session.
Source: Printful
3. Hoodies, sweatshirts, and pullovers
Hoodies, sweatshirts, and other athleisure pullovers embody the essence of comfort culture within the athleisure trend.
The revenue generated by the sweatshirt, jersey, and pullover market worldwide will be a staggering $128.6 billion in 2024.
Source: Printful
4. Yoga pants and leggings
