Athleisure Popularity Has Legs

Makers of urban athletic wear or athleisure are gaining market share and growing profits as shoppers dump major fast fashion brands. Firms such as Respect Your Universe serve a growing need for athletic-animated clothing that crosses over into casual wear. Under Armour is altering its arrays and starring Steph Curry to promote the new Threadborne line.
    
The death of fast fashion is a dare to the continuity of established retailers like Foot Locker and Skechers, who once did well with fast fashion models. Group PVH tries to keep up with these radical changes via its designer labels Calvin Klein and Tommy Hilfiger.
Major retailers H&M and Macy's were forced to shut down stores and cut prices this year to move backlogs reaching into the billions of dollars. The industry has tagged this 'the death of retail', the cusp of a good spell for those locked onto fashion trends with high-volume, low-cost products, and fast inventory turn.
The athleisure boom is not ignored by major industry players. Nike has picked up part of this market with its Off White x Nike label endorsed by Serena Williams. The label added notoriety earlier this year when the French Open banned Williams from wearing a black catsuit that helped her stop blood clots. Under Armour has captured market share from both Adidas and Nike by connecting the space between conventional athletic apparel and urban athletic trends.
www.ryu.com

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