The Clothing Market Changes Into The Mainstream Of Sports And Leisure

Now more and more people are looking forward to buying some operations leisure clothes However, few people are interested in some conventional clothes. A comprehensive research report of Deutsche Bank shows that sportswear is gradually eroding the sales of conventional clothing.

"We believe that the prosperity of this industry is more or less driven by sportswear, with an average growth rate of 4.1% from 2008 to 2015," the report wrote. "In the same period, the growth rate of non sportswear was only 0.2%, and in seven of the eight years, it was lower than the overall level of the industry. We believe that the development of sportswear is a major trend, the market share will gradually expand, and the gap between the growth rate of sportswear and non sportswear will continue to expand in the next few years. "

Yoga pants, fast drying clothes and other sportswear have gradually become new lovers of consumers. In the clothing market, especially the women's clothing market, sales are growing.

Morgan Stanley's forecast of global sportswear sales

The absence of sportswear is considered to be the reason for the poor sales performance of conventional clothing brands. In 2015, J. Crew's sales declined, which was attributed to the failure to launch a suitable cardigan. even to the extent that Sports jacket The too small sleeve cage was also one of the reasons for the decline in sales in the CEO's report at the beginning of the year of Banana Republic, a Gap brand.

Indeed, if we do not introduce sports series and stick to the style of denim, it will not help to save the sales of these clothing brands.

Analysts pointed out that the lack of novelty of skinny jeans has become one of the reasons for the decline in sales. Although the denim trend that has been blowing for decades will not fade away immediately, if consumers have already bought several pieces of jeans, why buy them again?

The report said: "We are worried that the replacement of skinny jeans has not yet appeared. The popularity of jeans has been long enough, and it is time for a new trend to urge women to update their wardrobes."

In fact, consumers may want clothes that are more elastic and easy to change, that is, sports clothes. Cowboy brands like Levi's have gradually felt the threat of yoga pants.

The change of fashion trend originates from life style Change. Sports have become a way of life, thus affecting fashion, and this trend will not disappear immediately. Last year, a report from Morgan Stanley identified sportswear as a huge investment opportunity. The first sportswear market is the United States, and the second is China. Especially when the status of sportswear in China is gradually rising, China's growing middle class is paying more and more attention to sports.

The Deutsche Bank report also points out that a large number of clothing retail stores must be closed to maintain business balance. The authors of the Deutsche Bank report provide clothing brands with strategies to adapt to the transformation of the clothing retail industry: expanding online sales, competing with low-cost sellers, and reducing women's non sportswear.