Athleisure continues to drive US apparel sales
28/02/2018
“The apparel industry is being challenged to respond to the latest changes being driven by the broader consumer and retail environment,” explained Marshal Cohen, chief industry advisor at the NPD Group. “The rapid pace of change in Millennial consumption is one major change that points back to the importance of evolving consumer segmentation. The future of the apparel business depends on manufacturers and retailers refocusing on the current needs of each critical consumer segment.”
The Millennial consumer group showed the highest apparel growth rate, 4%. This was slower than in recent years, but the group was one of only two to record an increase in apparel dollar sales in 2017.
NPD described athleisure as “a primary driver” of growth for the apparel industry. In 2017, sales of activewear apparel grew 2% to $48 billion. This represents 22% of total apparel sales in the US. Sales of women’s activewear increased 4% compared to 2016.
“Categories like active apparel bottoms, undershirts, and swimwear – which indicate the consumer’s concentration on comfort, the staples, and niche products – are the few sources of consistent, long-term growth in today’s apparel market,” Mr Cohen said.
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