Cotton Sportswear Returns To Brand Vision

Whether you go out, exercise or in your own yard, people who love sports are wearing old-fashioned fitness clothes: cotton t-shirts, casual pants or shorts.

Nowadays, more and more brands or retailers are trying to combine the comfort and fashion of cotton, creating more conveniences for busy urbanites to shuttle to gyms or yoga shops, supermarkets, cafes and other occasions.

Back to branding Perspective

Mike May, spokesman for the American sports products manufacturers association, said: "current sports

In the design, we should consider the convenience of movement, and at the same time, the style and comfort should also be suitable for other occasions in people's life.

Such as New York, Nike, Adidas and other brands are trying to meet the needs of today's female consumers, adapt to their lives such as home, office, business lunch, gym, and children playing, supermarkets and many other occasions.

The brand Under Armour, once insulated from cotton, is now aware of the importance of cotton and reconsidering its position of "fighting against cotton". Last year, the brand introduced the cotton product line, widened the range of sportswear products, and manufactured new Charged (Cotton) tops and lower garments and windproof and rain proof sweater.

"Instead of competing for consumer wardrobes with non cotton clothing and cotton clothing, we might as well introduce cotton and then share it with cotton."

Kevin, President, chief executive and chairman of Under Armour, said, "sharing the cake with cotton, we will expand to a broader market."

In the fourth quarter of 2011, Under Armour has ushered in the sales of new cotton windproof and rain proof sweater. This classic thick sweater will roll down from the surface of the garment after waterproofing.

"Cotton has opened wider sports apparel market for Under Armour."

Now, Under Armour is still competing with other brands for the market share of cotton leisure sportswear, such as Nike and Lulu lemon.

These brands provide women with more products than sports shirts, trousers and hoodies, such as skirts and dresses worn before and after yoga exercises, sequins, comfortable cotton sweaters and so on.

Sales continued to rise

According to the NPD group's global consumer tracking data, sales of men's sportswear in the United States rose to $48 billion 600 million in March 2011, up 3.2% from 12 months ago.

Sales of sports equipment, sportswear and sports shoes amounted to US $315 billion in 2010, an increase of 4% over 2009.

According to the Cotton Corp retail survey data, 44% of sports apparel contains cotton, indicating that the growth of market share of cotton textiles has great potential.

The Cotton Corp 2012 sportswear survey found that 93% of the consumers wore sportswear to participate in activities other than fitness or sports, such as going out for a short time, dealing with chores, shopping, eating out or watching movies.

And men prefer to wear sportswear on more social occasions than women do.

Whether it is fitness or leisure, consumers like to wear cotton or cotton mixed clothes.

75% of consumers say cotton is their favorite fiber.

According to the Cotton Corp lifestyle survey, 68% of consumers choose cotton or cotton blended sportswear during fitness.

When it is necessary to make a choice between three pairs of sportswear at the same price, similar styles and functional characteristics, 70% consumers choose cotton, 14% choose nylon, and 13% choose polyester fiber.

"From the beginning of 2011 to the third quarter, sales of clothing have exceeded 10 billion 600 million dollars in 2010. In the third quarter of 2011, our profit has been increasing for 40% consecutive quarters.

In the third quarter, the net profit of clothing increased by 31%, and its growth rate exceeded fourth in the fourth quarter. "

Kevin, Under Armour, said he believed that Under Armour's outstanding performance owes to its dual strategy. On the one hand, it would enhance the technical added value of core products to raise the retail price, and expand new products other than core products, such as the new cotton series.

Set multiparty design elements

In the economic downturn, the rise of casual sportswear attracted more than one designer. For example, Catherine Malandrino and French crocodile design the 2012 spring sports dress series; Stella Mccartney and Adidas cooperation series, and the main features of her functional clothing in the design of the 2012 Olympic uniforms for the UK; Calvin Klein's sportswear shops will be set up in the United States and China, and will also sell sportswear vests, T-Shirts, hoodies and trousers; designer Julian Michels and K-Swiss jointly issue sports apparel series; the daughter of Ali, Ali and Marika, signed the contract as spokesperson for all marketing activities of the brand.

Data on sportswear surveys show that 47% of women and 38% of men are comfortable when buying sportswear, followed by fit. Therefore, these new sportswear series are also tested by consumers' requirements for wearing comfort.

In addition, other important factors of male attention include fast drying and breathability.

Women tend to consider flexibility, breathability and quick drying.

As the former world champion boxer Lilian Ali told the US authoritative fashion media Women s Wear Daily, women expect sports clothes to meet their social needs.

"As a former world champion boxer, I have always been looking for sportswear with excellent functional characteristics for daily high-intensity training.

At the same time, I am also the mother of two children, for me, I hope to buy functional and fashionable clothing.

So I can pick up the kids directly from the stadium.