The apparel industry is vast and activewear is no different. Understanding your customers is the first step you need to take when choosing your new activewear products. Market research is equally important—be up to date with the newest trends and changes in demand or find a niche that nobody else has tapped into.
What does your customer need?
Don’t limit yourself to thinking that activewear is meant only for gym rats and sports enthusiasts. Athleisure, as the word suggests, is the combination of athletics and leisure and can easily be described as comfortable clothing, while streetwear transforms similar products into opinionated and fashionable statements.
Sportswear products
So, if your customer base has a strong active culture, you should choose and market your products with that in mind. Find a specific niche and work around the culture surrounding it. Choose sport-specific products, give them a new twist and a unique personality.
Athleisure products
If, however, you aim to offer products to the more general public, emphasize the importance of comfort in everyday life. Think of yourself, your friends, and colleagues and what are their needs that your product line can satisfy. Choose products that fit the athleisure trend. Be sure to include a bag or two as an accessory.
Streetwear products
If your customer base is mainly the younger generation, try to surprise them with a hip and comfortable streetwear line. Not only are these products easier to design, but they also have great marketing potential. This is because most of the streetwear items are worn throughout the year and allow for experimentation.
Plus size activewear products
What’s more, the active industry is finally catering to plus-size consumers as well. More brands are recognizing the need for size-inclusive apparel, although the market still cannot satisfy all of the demand. You can target the plus-size customers directly, not just adding another size to an already existing product campaign.
The pace of the movement
To keep athleisure fatigue at bay, pay close attention to what is happening in the market. Follow the trends that are doing well, but don’t be afraid to innovate and stand out.
We suggest bringing some color to a very neutral-looking market. Not only will you have a unique approach to athleisure, but you’ll have space to experiment with the seasonality of activewear products.
Most importantly, research what your target audience is interested in and are willing to splurge on.