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.

Berlin Bicycle Show

The event saw one-hundred exhibitors from all over Europe set up booths, as well as a special Short Track Cup race, BMX show, trial shows and indoor and outdoor show-jumping courses. The weekend also featured the “Velo Couture” fashion show, highlighting cycling fashion and stylish equipment.

SHOW FACTS:
100 Exhibitors
10,000 visitors
Venue: STATION-Berlin
Next show date: March 2012


COLOR-Gold, red, fluorescent

TREND- Bike Polos, retro Grips, mountain Bikes!

Swimwear as streetwear?

At Cochella 2011 we saw lots of emerging trends, one that stood out was the swimwear as street wear trend. This trend is great for music lovers at festivals trying to escape the heat while still looking chic.

• Team swimwear with denim shorts or drainpipe jeans
• Bikini tops, bandeaux or full swimsuits are ideal for summer festival looks
• Slouchy sheer or crochet cover-ups allow swimwear to remain in the spotlight

Updates on the basic

• The sweetheart neckline is noted as a key shape for swimwear in every season, in one piece swimsuits, bandeaus and classic bikini tops
• Braided trims and ruching are popular ways of adding interest to this classic neckline
• Glamazonian animal prints update classic one-piece swimsuits
• Update sweetheart necklines for future seasons with wire inserts and butterfly angle cup

TheNext 2011  

H&M 2011

Trend Expert 101- Elise Alonzo

What is your education background?

• Art Institute of Seattle- Bachelors in Fashion Design

How did you become an expert in trending?

• Research, passion and a great job as a buyer for Dillard's after graduation.

What was the most difficult task for you starting out?

• Initially I wanted to be a fashion show producer, which I sill do on the side, but as far as Dillard's the biggest challenge was understand the marketing side to fashion, it wasn't taught to me in school my degree is in design but they had so much confidence in my ability to be a buyer, they just through me in there.

So far, what has been the most rewarding aspect of your trending career?

• Dillard's sent me to Brazil to over see manufacturing on a line of shoes which were my design. It was amazing to see the process in front of me and so rewarding to see the final product hot off the press.

How does working for a large corporations compare to a small one?

• It's night and day. The large corporation world is like a little box which is driven by sales, what is selling is what you sell no if ands or buts. There are far to many guidelines for my creativity to blossom. Working as a fashion show producer on the side I am the trend setter, what I say goes, I forecast what I think is next, it's my predictions and yes they are usually right.

How do you stay current?

• Blogs and research period. I unfortunately do not have $10,000 to buy Pantone books but you can do pretty well on the web, which is free. I also look to the past and research how trends have evolved to see where they are going.

What trends do you think are here to stay?

• Well it depends on the season. Denim, the summer dress and floral prints will always be around from February through June, where as dark hues will always be F/W. The iconic edgy style will never go away, it will evolve over time however not reincarnate to how it once was, this is society evolving.

Q and A with Lori Meyer! Owner and designer for Fabel

Q:What is your educational background?
A: Lori got her Associates degree in fashion design and recieved her bachelors in business.

Q:How did you become an expert in trending?
A: Being active was her passion, she lives and breathes it so it was just a way of life so it was easy for her to stay up with the trends.

Q:What was the most difficult task in starting this business, getting clients, or retaining clients?
A:The hardest part about starting a business is the cash flow and getting brand recognition. Lori already had a lot of clients from previous work so it was not as hard for her to get clients. To retain clients it's important to have quality customer service and a quality product.

Q: Did the company start with a website or add it on later?
A: Added the website on later

Q:How does the business advertise or market?
A: Website, outdoor events, trade shows, sponsores, charity events and sponsered athletes.

Q:What is the most rewarding aspect of owning your own business? The most rewarding project?
A: Being able to give back to the industry and the community. They give a certain percent of the profit to childerns hospital, this is her favorite project she works on because she gets to give back to the kids.

Q: Do you enjoy owning your own business?
A: Most of the time she enjoys owning her own business, she says it is a lot of work though and can be very stressful, but it can also be very rewarding. Working for a corporation could have some benefits, you could have less responsibility and this could be less stressful, but she loves her job.

ISAM at Magic

Founded in 1978 as a non-profit association for swimwear manufacturers world-wide, ISAM (International Swimwear / Activewear Market) was created to strengthen and unify the swimwear industry.

ISAM joined hands with WWD MAGIC in 2005 and now has a presence in both their February and August trade shows in Las Vegas. Both major and specialty store buyers travel from near and far to be the first to see and buy the newest and most fashionable merchandise. From swimwear and beachwear to cover-ups and beach accessories, ISAM at WWD MAGIC is THE place where retailers embark on their purchasing for the upcoming season.

Retailers at this trade show can either purchase after veiwing one of the many fashion shows or from personally approaching one of the manufacturers at a stand. Which ever way they choose, these buyers know how to get these swimsuits from there to a store near us!


Some trends seen this past Feburary
- Print heavy
- Mixing prints
- Bandeau/strapless
- High Contrast

images from : http://www.isamla.com/gallery.php

Yoga on the Runway!

http://www.youtube.com/watch?v=C4FmNpMOGQs

Is it a workout class or a fashion show? It's both! Lulu Lemon put on a fashion show where the models didnt just walk down the runway but they actually did yoga on the runway! This is a new trend to help raise the sales of the product because you can actually see the product in action. You can see how looks on the body while exercising, so you have a better idea of what you will look like!

Activewear Trends- Summer

A shift to warm-weather essentials like short shorts, knickers, sleeveless vests and racerback tanks. Retailers have began showcasing large selections of running apparel and footwear, and bright mustards and corals updated various assortments. Fresh active ponchos and unique design details keeps the sport apparel market interesting. This designs like these its not easy to come up with an excuse to not head outdoors.

Poncho Updates Active Look- Having an off day? Slip on one of these and boost your endorphins! You'll be feeling better and looking fantastic in no time.

Coral Hues are Strong- Coral will flatter almost any skin tone, so why not embrace the coral wave, new designs incorporate flattering cuts to enhance your active lifestyle.
Knickers gain traction- Comfy? yes, oh so chic? yes.
Bright Mustards- Yellow is not the most favourable color in the box, but by far the brightest! Who doesn't need a bit of sunshine in Seattle cool summer weather?