Female Sportswear Is The New Favorite Of Sports And Leisure Market.

Sports wind has become one of the most popular trends nowadays, especially women's demand for sportswear is more and more, not only to be comfortable, but also very fashionable.

Celebrities are also starting to cooperate with sports brands to launch personal series and even create their own sports.

Brand.

It turns out that star money really sells.

In the past two years, her economy has been booming.

But in the previous sporting goods market, women's consumption power has not been well stimulated.

According to media reports, most of the former

80% of R & D, production, promotion and other resources are invested in the male dominated market.

According to the analysis report on women's sporting goods consumption in department stores, the male sporting goods market is in the stage of oversupply, while the types and styles of women's sports products only account for 30%-35% of the total sports brand products.

It is obvious that there is still much room for development in the female sports market.

In a report issued in September Mintel, September, "70% of the consumers who bought sportswear in 12 months were buying for sports and 51% for other reasons."

The report also stresses that women are right.

Show more interest.

Women are suitable for many occasions.

Demand has stimulated the development of fashionable sportswear.

Lululemon, which already saw the female market, started its first store in 2000, and its sales revenue in 2014 was nearly $2 billion.

Nike (Nike),

(Adidas) other traditional sports brands also focus on women's market, and even luxury and fashion brands such as Chanel, H&M and ZARA have launched sports products.

Lining, a domestic sports brand, has recently joined hands with Ai Connie J to bet on the female market.

Recently, Dick's Sporting Goods, the second largest sporting goods retailer in the US market, said that Calia, founded by the 7 Grammy Award winner and American Carrie singer Carrie Underwood (Underwood) for nearly two years, has become one of the best selling women's sex sports brands in the Dick s store.

And Andemar (Under Armour).

Like many celebrities making the brand, Calia is also using Underwood's influence to find a large retail channel.

"We think it (Calia) is heading for the second place."

"It is different from other brands in the market," said Dick s chairman and CEO Ed Stack.

Prior to that, Dick 's directly put Adidas (Adidas) and Reebok (Reebok) in order to give Calia enough room to display.

All products are off shelves and become the exclusive sales channel of Calia.

The sale of Calia also benefited from the Athleisure movement in the United States.

Young men and women in the United States are more willing to buy work and fitness.

This also means that as long as it is an unsightly basic design, it does not necessarily have a very high level of breathable functional fabric technology, so it can make a brand.

Underwood discovered this business opportunity.

Compared to the more expensive Lulu lemon, the price of Calia is also more popular. A sports Bra sells for about 40 US dollars, plus Underwood's market influence. Calia has considerable influence in the mid-range female sports market.

In addition to Andrew Wood, more and more celebrities have joined.

Industry began to dominate the movement market trend.

Among them, the most typical is Rihanna (Rihanna) and fashion queen Beyonce (Beyonc).

Since Rihanna joined Puma in 2014 as the creative director of women's series, the negative voice of Puma has been declining, the popularity of its brand has been rising, and its performance has begun to increase.

In September 2015, Rihanna and

The first Fenty Puma Creeper series was sold out in three hours.

This year, it defeated the brand of coconut shoes of Kan ye and became the 2016 best sneakers selected by Footwear News of the international footwear authority magazine.

Now the Fenty Puma is also a rhythm of a fire, in April this year, Rihanna also launched a plush slippers, also robbed.

The slippers were originally priced at $80, but many buyers offered a price of 200 or even 300 dollars on the eBay auction platform.

Compared with being employed as creative director or

Beyonce chose to be his own boss.

As early as 2014, Beyonce worked with Top Shop, a fast fashion brand, to set up a company called Parkwood TopShop Athletic to produce and sell "

Clothing.

In April this year, Beyonce released his personal sports brand Ivy Park for the first time, and formally joined the war of sports and leisure.

This series is named after the name of Beyonce's daughter, Blue Ivy (Blue Ivy).

Beyonce's intention to create this brand is to draw attention to the value of sports to women's lives.

"When I work and dress rehearsal, I usually wear sportswear."

She said.

Beyonce regretted finding that 80% of girls no longer exercise at the age of thirteen.

Ivy Park marketing and public relations management stressed that this is not a short-lived star cooperative product. This product line containing 228 products, after Beyonce's careful creation, expressed self affirmation, self-confidence, tolerance and diversity of product connotations.

These are the needs of the younger generation.

In addition, the two Oscar best actress award winner Hilary Swann (Hilary Swank) founded the personal brand Mission Statement; Hollywood actress Kate Hodson (Kate Hudson) also launched its own sports fashion brand Fabletics; the English female singer Rita Ora and

Cooperation launched a personal product line; the UK's supermodel Rosie Huntington Whiteley worked with the largest multinational retail group in the world, Martha department store.

Liu Xuan, a former gymnast Olympic champion, founded the "Balanpie balance school", focusing on creating a sportswear with complex Asian women's style, professionalism and fashion.

epilogue

Claire Varga, the global trend forecasting agency WGSN, said: "the most fashionable thing now is to launch fitness product line.

It is known as the latest celebrity standard, reflecting the importance of health and the star's attention to sports.

Sports brands also like this trend.

Because fashion stars are more popular than today's sports stars -- brands can also get more consumers.

According to NPD, a consumer market research institute, in Britain, the sports and leisure market is worth up to 4 billion 500 million pounds.

(sports here)

Including luxury fitness clothing and

The two category).

Globally, this figure is about 173 billion pounds, an increase of 17 percentage points over last year.

It is estimated that by 2020, the value of global sports and leisure market will reach 229 billion.

But this does not mean that the brand can catch up with celebrities in the women's sports market. More inward investors also bring more choices to consumers. If the brand ignores and understands, it merely pursues the new trend and ignores the professionalism, and it will soon be abandoned by the times.