Casual Sports Lead To Reduced Sales Of Conventional Clothing And Reduced Profits.

In the past one or two years, sportswear has attracted many consumers, which directly led to the decline of regular clothing sales, and the profits of many conventional clothing companies have shrunk.

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The profit margins of American apparel retailers, such as J.Crew and Abercrombie&Fitch, are shrinking.

The reason for the decline in profits is that besides the decline of market traffic, the decline of consumer clothing expenditure, and the threat of Amazon and fast fashion brands, the prosperity and development of sports apparel is attacking these brands.

A comprehensive study by Deutsche Bank shows that sportswear is eroding the sales of regular clothing.

"We believe that the prosperity of the industry has benefited from the boost of sportswear. The average growth rate from 2008 to 2015 was 4.1%," the report said. "Meanwhile, the growth rate of non sportswear was only 0.2% during the same period, and 7 years in 8 years were lower than the overall level of the industry.

We believe that the development of sportswear is a major trend, and the market share will gradually expand. The gap between the growth rate of sports and non sports clothing will continue to expand in the next few years.

Fast drying clothes and other sportswear gradually become consumers' new sweetheart.

In the clothing market, especially in the women's clothing market, sales are increasing.

The absence of sportswear is considered to be the cause of poor sales performance of regular clothing brands.

In 2015, J.Crew sales declined, which was attributed to the lack of suitable cardigan.

Even the sports jacket sleeve is too small, which is one of the reasons for sales decline in the early CEO report of Gap brand Banana Republic.

Indeed, if we do not introduce sports series and stick to dannin cowboys and other styles, the sales of these clothing brands will be of no help.

Analysts pointed out that tight jeans are lacking in novelty and have become one of the reasons for the decline in sales.

The cowboy wind that has been blowing for decades will not fade away, but if consumers have bought several jeans, why should they buy it again?

The report reads: "we are worried that the replacement of tight jeans has not yet appeared.

The time for cowboys to be popular is long enough. It's time for a new trend to make women update their wardrobe. "

In fact, consumers may want to be more elastic, easy to change clothes, that is sportswear.

Cowboy brands like Levi's have gradually felt the threat of yoga pants.

The change of fashion trend stems from the change of lifestyle.

Sports become a way of life, affecting fashion, and this trend will not disappear immediately.

Last year, a report by Morgan Stanley named sportswear as a huge investment opportunity. Among them, the sportswear market was first in the US and second in China.

Especially when the status of sportswear in China is rising gradually, the increasing middle class in China is paying more and more attention to sports.

The report also pointed out that a large number of clothing retail stores must be closed in order to maintain a balance of business.

Deutsche Bank reported that the strategy for apparel brands to adapt to the pformation of the apparel retailing industry is to expand online sales, compete with low-cost retailers, and reduce women's non sportswear.