Selling The Most Fashionable Sportswear Is A Fashion.

"Weargrace this Infinity jacket is made of blue elastic knitted fabric and made in Italy. This comfortable and versatile single product is decorated above the chest. handsome The crossover details can also be reversed to the back. It also features details of the brand, the Tibetan banners. Tibetan Buddhists pray for peace, mercy and strength through hanging banners. This jacket is the perfect choice for practicing yoga, Pilates or taking part in low intensity fitness classes.

Yes, yoga clothing is no longer just a functional product. It has the inspiration, details and way of wear that usually come from high fashion. The fashion editor will make a styling for it with fashionable jewellery.

"Women are more and more involved in sports, and they wear sportswear out of the gym - such as going out to do chores or meeting friends. They even wear some sportswear as sunwear," says Alison Loehnis, President of the special trade school.

In early 2014, Ms. Po te, who had 14 years experience in the field of luxury electronics, decided to seize the opportunity to build her sportswear channel. Prior to that, they only sold two sports brands, Adidas by Stella McCartney and Lucas Hugh. The website wanted to build a special category on this basis to provide consumers with truly fashionable sportswear choices, which should have good professional performance and good looks at the same time.

For this reason, Bit The ladies' Senior Buyer Candice Fragis and her team spent six months to find consumers who asked them what sports they liked and whether they were satisfied with their sports clothes, and so on, so as to identify 11 categories of NET-A-PORTER that people see now: golf, equestrian, running, gym and mixed fitness training, yoga and dancing, swimming and surfing, sailing, outdoor, swimming, sports casual clothes and accessories.

In fact, the combination of fashion and sport does not happen overnight. As early as 2001, fashion designer Yamamoto Teruji began working with Adidas to launch the brand Y-3, which was named "Adidas's advanced customization" by Rory Evans. The cooperation between the two sides ranged from ordinary sneakers to men's Velvet boots of $380 a pair, and Adidas allowed Yamamoto Teruji to play his style. This is seen as a breakthrough in the combination of sports brand and fashion. Before such cooperation, designers' style was overwhelmed by brand style. Since 2005, Adidas has also launched a Adidas by Stella McCartney dress series with fashion designer Stella McCartney, which involves running, training and tennis apparel.

At this point, the combination of sports and fashion is mostly a series of cooperation launched by sports brands and designers. Until 2013, people finally saw the top supermodels walking on sports shoes displaying the tens of thousands of dollars of advanced custom clothes in the fashion show of luxury brands such as Chanel [micro-blog]. "The trend of sportswear in the past few seasons has really affected the public's choice." Loehnis says. At the same time, another trend is that products of a wider range of professional sports brands also appear in all kinds of fashion and even workplaces, no longer confined to the gym or outdoor sports venues. Sportswear, a neglected field in the fashion industry, shows more creativity.

After all, a series of socialized sports such as the running style brought by Nike's bracelet, the flat support that everyone likes to play, the rise of the gym's self timer on Instagram and so on, so that fitness is no longer a lonely and boring hour on the treadmill after work, and sports have become a kind of life. mode And social networking. At this point, people can no longer tolerate sports wear only for performance but poor appearance.

Fragis has practiced yoga for more than 10 years, and has been practicing dance. "We found a market blank, people can not find a one-stop shopping platform to buy functional clothing, professional sports and fashion sportswear. If a woman cares about her shoes, handbags and makeup, then even in sports, her style should not be discounted. " She said.

The first brand selected by Fragis is Yoga brand Weargrace. Its style is simple, fashionable, and the story behind the design is very unique. Every single item will have a row of colourful little square cloth. This idea comes from the Tibetan Buddhism's streamers. These are also sold as products in the product introduction. Fragis plans to launch 37 brands this year. "The brands we choose must be different. The style is good-looking, and has a certain technical content or professionalism, so consumers will pay.

Mary Helen Bowers is the founder of Ballet Beautiful brand, also is Natalie Portman's dance teacher in the movie "black swan". Fragis took a private education course in her. "I discovered that those ballet shoes of the cortex are simply designed by genius, and the removable bandages allow you to wear in the classroom exercises, remove the bandages and match a tapered pants and an Equipment brand shirt, so you can go straight to the street."

"Women are now beginning to accept sportswear as their dress after work. They will use a pair of sneakers and a pair of bottoming pants to match a Neil Barrett pullover." Loehnis describes the dressing preferences of women nowadays.

The trend of sportswear mainstreaming may exceed any time in history, and the boundary between sports and everyday wear is disappearing. This is why NET-A-SPORTER will create a category called APR s sport. To put it simply, APR s sport is a sportswear you can wear all day. You come out of the gym and look fashionable even without changing clothes. "You can wear it directly from a yoga class to lunch with your friends after class" is the original intention of Loehnis. Fragis recommends LAAIN's sleeveless Hoodie, which can not only match relaxed and fashionable seven cent pants and sports shoes, but also keep you warm after sports.

The decision to sell sportswear is not because Ms. point wants to expand her consumer group. It just wants to better satisfy the needs of the existing consumers. Ms. patter's customers have a strong spending power. They are familiar with and love designer brands, while attaching importance to health and body maintenance. This makes them "choose sportswear and sportswear more and more in their leisure time. They become an important part of their wardrobe, which is even two times the number of casual clothes and formal clothes."

The average price of NET-A-SPORTER products is slightly higher than that of the traditional mass sports brand, but for this group of mature consumers, it is not difficult to accept it mentally or economically. After all, it's good for them to take the bill for beauty.

Stefani Grosse, the founder of Monreal London, the NET-A-SPORTER tennis apparel brand, believes that her customers are a group of women who pursue style, personalization and self-confidence. They usually have a big city's way of thinking, busy lives, and are very interested in the current hot spots, whether they are sports, culture, finance or politics. This group of people is very demanding on the quality of all aspects of life, and has a keen eye for the trend of fashion and sportswear. Brands need to constantly meet their dress requirements both inside and outside the stadium to make up for the market gap between high fashion and sportswear.

Monreal London will be released quarterly as a fashion house. There are four series of early spring, spring summer, midsummer, autumn and winter. Each series of professional sportswear material is the same, but only according to the season change design and main color. At the same time, it will not ignore the basic characteristics of sportswear - functionality. Grosse requires each design to undergo wearability and functional testing before entering the production line to ensure that the wearer can feel professional in tennis.

In order to match the launch of NET-A-SPORTER channel, consumers will see more health related content on the THE EDIT of MS. This is not a simple recommendation for sportswear. When the magazine tells you that mini skirts will be the main trend of the season, it will not only give you some links to buy mini skirts, but more importantly, it will also provide leg shaped fitness programs that may come from supermodel Miranda Kerr, Star Fitness Trainer Tracy Anderson, the ballet dancer Mary Helen Bowers and yoga instructor Mandy Ingber.

At the same time, she also has regular visits with a group of consumers to improve website services and product classification. "When we want to know how to improve all aspects of our business, they are really the object of our help. The group's customers come from all our market areas, that is, more than 170 countries. Loehnis says. According to the survey and sales data, there is the greatest demand for running and hybrid fitness training clothing, and the United States is the most mature market in this way of life. But Loehnis also found that all the markets in the world showed the same understanding of sportswear. Therefore, Ms. Poter will continue to promote sportswear business all over the world, and pay close attention to new fitness trends and sports events. Buyers are ready to keep up with the trend and update the order list.

Loehnis thinks sportswear is in the limelight and will continue. Although sportswear aesthetics is unlikely to appear in the fashion week, designers will continue to increase the proportion of sportswear. When keeping sports become more and more people's lifestyle, designers will no longer think it is inferior to formal or evening wear.

Grosse believes that "gyms, Sporting Club Hotel or country clubs will be social places like restaurants and cafes. Women who pay attention to appearance and spend money on fashion products need to maintain a fashionable image in sports venues."