While Tory Burch's first foray into activewear with 'Tory Sport' may seem to be all for show, the collection blends high-performance pieces with high-end design. In designing her first activewear collection, Burch describes: "We focused on the elegance of sport—the performance aspect is a given, not a design detail."
The 70s-inspired activewear apparel includes garments that are specifically designed to enhance activities like running, studio workouts, tennis and swimming. In line with the current consumer desire for athleisure, there's also a 'Coming & Going' category, which provides stylish gear for wear before and after physical activities.
Beyond eye-pleasing silhouettes and design details, some of the technical materials that are used to ensure that the garments will perform first and foremost as activewear include: moisture-wicking COOLMAX Fabric by INVISTA, water-repellent Schoeller Fabric with NanoSphere and Sensitive Fabrics by EUROJERSEY, which resists chlorine, boasts four-way stretch and UV protection.
Luxe Activewear Collections (UPDATE)
Tory Burch's 'Tory Sport' Puts a High-End Spin on Activewear
Trend Themes
1. High-end Activewear - There are opportunities to disrupt the activewear industry by creating more high-end activewear collections that blend performance and style.
2. Specialized Activewear - Specialized activewear collections for specific athletic pursuits such as running, tennis, and swimming will appeal to consumers looking for high-performance gear.
3. Athleisure - Athleisure collections that offer stylish clothing for wear before and after physical activities will continue to be popular.
Industry Implications
1. Fashion - The fashion industry can disrupt the activewear market by creating more high-end and stylish activewear collections like Tory Burch's 'Tory Sport'.
2. Athletic Apparel - Opportunities exist for athletic apparel brands to specialize in creating performance-enhancing activewear collections for specific athletic pursuits like running, tennis and swimming.
3. Retail - Retailers can take advantage of the athleisure trend by including stylish clothing for wear before and after physical activities in their product offerings.