Active Market Booms on Color and Function

The active wear business is strong, retail sales of women's active wear including sports bras grew 2.6 percent to $30.54 billion from March 2011 to April 2011. According to consumer research firm The NPD Group. NPD categorizes active tops, bottoms, fleece wear, outerwear and jackets, swimwear, and "all others."

Performance retailers know the key customers is looking for both function and fashion in her performance apparel. This season consumers are reacting to the abundance of color on the floor as a way to update her current performance wardrobe.

While technological breakthroughs continue to be in demand, fashion is playing an even stronger role in active wear. The functionality of high tech fabrics teamed with fashion colors and updated styling are driving the sports and active wear industry. Consumers are very sophisticated, an active lifestyle is so important now and active wear is not just worn at the the gym but to and from the gym.

Fashion Meets Function

Yoga Pants Today – Fashion Meets Function

Is yoga wear for fashion or does it really have a function?

Recent studies have shown that yoga wear is all about fashion but also has a function, this paragraph from an article I found talks about the benefits of yoga wear when you are performing yoga. It also talks about how comfortable the clothing can be and how you will want to wear it all the time just around the house.
"Once you have begun to see the positive affect that yoga has had on your body, mind, and soul. You might begin to wonder how you can dress more appropriately for your yoga class. While some people think that sweats make the cut, they often times are too baggy to be comfortable during yoga. Instead, you might opt to get a pair of yoga pants. While you might consider sweat-pants to be comfortable. You obviously haven’t stepped foot into the legs of a specialty yoga style pant. Now, these are the kinds of pants that will surely take the place of your ugly old sweats. Not only will your new pair of yoga pants help you during your yoga sessions. But they will also give you an additional comfort during the winter seasons, or a lazy day around the house."
Personally I think that yoga wear is more for fashion then for the function because I have a ton of yoga wear but have never taken a yoga class, I just think its super comfortable so I wear it around the house, or out and about. When I workout I don't care if my clothes are matching or look cute its mostly about comfort and what is going to be easiest to move in. So I believe that is a a personal preference on whether yoga wear is worn for fashion or function!

Yoga pants take over the world!

Walk down the street in the city and it will be scattered with yoga pants! You can't go to the mall, grocery store, or bank without seeing at least one person rocking tight yoga pants. This trend has been talking over street wear and is super popular in women of all ages, young and old. Some arguments suggest that yoga wear isn't for everyone but this trend is seen on all shapes and sizes and is becoming more popular each day. Men also enjoy the yoga pant trend, they enjoy the view and women enjoy the comfort!

Business Tricks

Beckham boys in Volcom

Recent news stated that luxury group bought out Skate and Surf brand Volcom in May for $607.5 million. This is a smart business move for our alternative lifestyle brand. This move will help the brand in the following areas
-Sourcing opportunities
-Market knowledge
-Product Development
-Retailing

Shaun White skateboarder, and snowboarding Olympic gold medalist signed onto Target in 2008 with a signature action sport brand. Recent success has caused the brand to expand to footwear and will hit shelves in July.



Casual skatewear is moving in a premium direction. Many skate and surf brands started out as smaller brands sold throughout mom and pop surf shops in California. Skatewear has grown in the past decade, but what many brands and companies lack are poor business models, advertising, market research, guidance etc. With a popular brand like Volcom making the switch, perhaps other brands will follow the trend. The major thing to remember about these brands is they represent a lifestyle, its important that they stay true to their image to maintain success, otherwise we will be finding them on our local wal-mart shelves.

A New Generation and a New Take on Skate

Today we are use to..





-Brighter color palette

-Humor
-Over powering graphics




-Looser Silhouettes


MOVING ON...
In the 2012 seasons traditional skate aesthetics will be tested..




A neutral feel presents a stylish vibe






-Paired tailored while remaining functional for activities
-Texture/tone play





-Anonymous graphics


I have noticed a slow shift into skate and surf wear adopting a minimalist theme. I believe the shift has already begun and can be noticed in present day trends. Below are two current images that defining current style as it morphs into a new trend.






Images obtained from wgsn.com and tumblr.com

Active Design Development - Raw Energy

The organs and the circulatory system are explored, offering a renewed interest in the human body. Slick, wet surfaces are combined with polished chrome for hardware and equipment. Patterns mimic veins and arteries in fluid lines, while materials are tactile. Adrenaline is amplified, as human endurance and spiritual energy are put under the microscope.

Laser cut design in areas to create easy ventilation, silicon zippers and cord stoppers, mesh pitted inserts
Engineered short sleeved compression tee, rounded sweetheart bustline, sleeves have cacked and peeled effect
Mirco running shorts with extended pockets, shredded Effects, wide gage meshe effects

TREND ALERT! Laser Cutouts

NIKE

Stella McCartney for Adidas

PERFtee

Technology has influenced fashion for decades, and the latest styles utilize laser-cutting techniques to create unique garments, accessories and footwear. The trend extends across all classifications and is a particularly important detail for the active wear market, which was the first to embrace this cutting edge technology. Laser-cut items have been all over the runways of late, with Christopher Kane’s S/S 11 collection leading the way. My of his standout leather pieces were intricately cut to resemble lace. Marni, Valentino and Chanel have also embraced the trend, using laser cutouts for both apparel and accessories. As more and more designers begin to harness the power of technology, this versatile and directional trend will become increasingly prevalent in the coming seasons. I can see this being very functional in active wear, which any athlete will appreciate, but personally it would really depend on where it was placed on the garment and what garment it was on to get me to pick up on laser-cutting. I can image it having a BAD impact if it were placed on the wrong spot and give the wearer a not so attractive silhouette.