• Interview
• According to 10 females interviewees in Beijing who are used to exercise, 80% of them are strongly dissatisfied with the restriction of single styles of sportswear displayed in Beijing shopping malls.
  
• In view of these studies, I think I can study the topic of the impact of fashion sportswear on China’s sportswear industry.
• Activewear market analysis of 2020
• Through the research, it is found that the sales volume of sportswear in 2020 is leading in the apparel industry, which means that the sportswear market has great potential for development. The already successful category appeared to be pandemic-proof, accounting for a record high 40% of all online sales last year, according to NPD. 
• Some useful data:
• During the first wave, gyms and retailers rapidly shifted their strategies to promote at-home workouts as consumers adjusted to the new normal. Almost a year later and despite a vaccine on the horizon, key regions have found themselves faced with Lockdown 3.0, which the internet has declared hits different. As boredom and frustration builds, is the novelty of home workouts starting to wear off? 
  2020’s second-most popular “when” search on Google was “when will gyms reopen?.” Worldwide searches for “home workouts” have dramatically decreased since the first wave, showing an uptick ahead of the New Year when activewear and exercise interest is ripe, yet has not returned to April levels. 

• https://blog.edited.com/blog/resources/activewear-market-analysis
• New year, same great you 
  Following the ongoing push for greater diversity in retail and fashion, inclusive representation needs to be apparent across all categories and trends in products and advertising. Activewear is no different. Sweaty Betty kicked off 2021 with its New Year’s campaign #RespectYourSweat, starring a mature roller skater, a hijab-wearing boxer, a model with vitiligo and two athletes with disabilities. The global market for adaptive clothing is expected to increase from $278.9 billion in 2017 to nearly $400 billion by 2026 as retailers recognize the necessity of accessible, medically safe and fashionable apparel. Keep wheelchair-friendly cuts, wider neck and armholes, and adjustable footwear in mind for activewear. With consumers experiencing a new wave of social activism, they will not respond well to exclusion. Retailers need to service and celebrate consumers at all stages of their lives and make activewear products accessible to everyone.
• Inclusive sizing will continue to disrupt this category as body shape is no indication of fitness levels. Maternity activewear arriving across the US and UK increased by 147% over the past six months vs. the six months prior. However, this space still remains niche accounting for only 0.2% of products stocked over the past six months in both regions. 
  
• There is a growing opportunity for products that evolve with consumers as their body changes. Nike’s maternity range is a great example as it’s designed for pre and post-partum. As the average woman experiences 31 size changes during her adult life while the average man experiences 24, consumers won’t want to compromise their workout essentials for body fluctuations – especially given the importance of movement for mental and physical health during the pandemic. 
  
• The healthy lifestyle trend has evolved beyond diet culture, where the detox mentality associated with entering a New Year has become toxic, rendering the overdone January 1st catchcry of ‘new year, new me’ outdated. Retailers have updated their communication strategies to be more encouraging and motivational, inspiring growth instead of change. Reebok’s advertising celebrated the strength and confidence gained from surviving 2020 with the message “new year, stronger you.” Keep these kinds of communications in mind for 2022.

Essentials like leggings and sports bras are the place prices are rising. Since November, the average selling price for sports bras at active retailers have grown. This was inflated by new styles from the premium ethical brand, Ultracor at Carbon38, priced at $130 as well as Lululemon’s temperature-regulating front-zip Enlite Bra retailing at $108. These styles currently make the category 2% more expensive than a year ago, while leggings are sitting 3% higher.

Self-care is more important.

Valued at $4.5 trillion and steadily growing, the wellness industry is lauded as one of the few bright spots in the pandemic economy. As the current state of the world continues to cause greater levels of stress and anxiety, virtual wellness and relaxation is an area where at-home communications will continue to thrive in 2021.

Yoga apparel has long been a staple for traditional sportswear retailers and in fast fashion players’ active ranges. Their continued investment over time proves it is no passing trend. With interest in the activity surging over lockdown, products designated for yoga at pure play active retailers grew 36% in 2020 vs. 2019 across the US & UK with the number of men’s items increasing by 45%, highlighting an opportunity in this ever-growing market.
The retailers investing are reaping the rewards. Despite the pandemic, Lululemon reported optimistic 2020 results. Its e-comm business in North America boosted net revenue by 19% and third-quarter sales rose 22% YoY.

Sustainability

Activewear has experienced a significant sustainable overhaul with cult labels and sports brands experimenting with material innovations and eco-friendly designs. In our Sustainability EDIT 2020, activewear for menswear described with sustainable keywords increased 65% YoY, while womenswear was up 45%.
With circularity dubbed as sustainable fashion’s holy grail, repurposing materials are a significant focus in 2021. Recycled styles accounted for 20% of total activewear arrivals from January to September vs. 10% in 2019. Assortments are dominated by recycled synthetic fabrics such as polyester and nylon, which significantly reduces the environmental impact of manufacturing compared to producing virgin materials. Activewear made from recycled polyester has increased by 80% YoY and nylon up 90% YoY. Natural fabrics remain essential in this sector, where organic cotton activewear investment has grown 18% YoY.