Athletic retailers offer more than clothing to target lifestyle-centric consumers
Implications - Realizing the multifaceted interests of consumers, athletic retailers are turning to added in-store features to cater to a particular lifestyle. Offering more than just clothing and equipment, brands have started to implement in-store fitness classes and wellness sessions to not only engage consumers, but also to help redefine the retail space as more of a destination space rather than point of purchase.
Workshop Question - Where do consumers go to access your offerings? If your primarily goal were to add value while they're there, how would it change?
Trend Themes
1. In-store Fitness Classes - Athletic retailers are implementing in-store fitness classes to not only engage consumers but also to help redefine the retail space as more of a destination space rather than point of purchase.
2. Hybrid Fitness Studios - Fitness boutiques are offering combined workout classes, assessments, and refreshments all in one place, appealing to those with a desire for self-improvement on all fronts.
3. Personalized Athletic Apparel - Athletic apparel retailers are beginning to offer in-store bra fittings to cater to a broader demographic of female consumers, providing a personalized experience that targets fitness-focused women.
Industry Implications
1. Retail - Athletic retailers are leveraging trends such as in-store fitness classes to redefine themselves as a destination for lifestyle-centric consumers.
2. Fitness - Hybrid fitness studios are disrupting the industry by offering not just workout classes, but also assessments and refreshments all in one place.
3. Apparel - Within the athletic apparel industry, personalized offerings such as in-store bra fittings are appealing to a broader demographic of female consumers.
