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.
Why This Trend Is Growing
- High-end Activewear
- There are opportunities to disrupt the activewear industry by creating more high-end activewear collections that blend performance and style.
- Specialized Activewear
- Specialized activewear collections for specific athletic pursuits such as running, tennis, and swimming will appeal to consumers looking for high-performance gear.
- Athleisure
- Athleisure collections that offer stylish clothing for wear before and after physical activities will continue to be popular.
Industries Being Reshaped
- Fashion
- The fashion industry can disrupt the activewear market by creating more high-end and stylish activewear collections like Tory Burch's 'Tory Sport'.
- 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.
- Retail
- Retailers can take advantage of the athleisure trend by including stylish clothing for wear before and after physical activities in their product offerings.
