NPD Group predicts a “second generation” of activewear
10/01/2017
Speaking at the start of the year, chief industry analyst, Marshal Cohen, explained that what this will mean will be active apparel companies transforming their products to make them “less focused on performance and more focused on lifestyle”. But at the same time, he predicted that lifestyle brands will try to become “more active-oriented”.
Mr Cohen also predicted that natural fibres “will come to the rescue of activewear, and our noses”. He explained this comment by saying: “The apparel industry will begin to rebel against the negative properties of activewear, such as smell. Look for increased promotion of natural fibres calling synthetic fibres out on their challenges with odour and durability.”
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