Female fitness retail aims to offer a well-rounded experience
Implications - Entry into sports and fitness has historically been intimidating and unwelcoming towards women. As a result, many retailers are focusing exclusively on giving women a positive and accessible experience. By offering unique services, such as fittings, alterations and in-store workouts, these retailers position themselves as helpful experts dedicated to not only improving the shopping journey, but the overall fitness experience. Consumers ultimately respond well to brands that assist them in the pursuit of their goals.
Workshop Question - Name 2 ways that your brand can show consumers that you support their personal goals?
Trend Themes
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Female-focused Fitness Retailers — The demand for female-friendly and inclusive fitness apparel and accessories has risen in the recent years, with retailers offering personalized services and unique in-store experiences like workouts, bra fittings, and alterations.
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Data-driven Customization — The use of big data in the fashion industry has been used primarily for improving sizing and design fit. Companies have taken this trend in swimwear and expanded it to explore other possibilities including footwear and clothing customization.
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Curated Sportswear Boutiques — Sportswear boutiques are becoming more personalized for the fashion-conscious athlete, offering high-end and limited edition products from familiar and independent brands ranging from yoga to running and crossfit gear.
Industry Implications
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Fitness Apparel and Accessories — Companies in this industry can focus on offering more inclusive and female-friendly apparel and accessories accompanied by personalized services such as personalized fittings and in-store workouts.
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Fashion and Apparel — The use of data-driven customization can help companies in the apparel industry produce garments that fit their customers better. Additionally, making sportswear more fashion-focused is another potential area of growth.
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Sporting Goods — Curating limited edition products and offering exclusive and personalized experiences such as bra fittings and in-store workouts is an area in which the sporting goods industry can expand.
