As women are flocking to comfier clothes and accessories to wear not just to workouts, but also outside of the gym, companies are starting to see the opportunity to grab a greater share of this market.  In what used to be a predominately male-dominated industry major companies like Nike, Adidas and Under Armour are making big moves into the women’s athletic market.

A so-called athleisure movement has been what’s driving the apparel industry, analysts say. Activewear grew to represent nearly a quarter of total apparel industry sales in the U.S. at the end of 2018, NPD Group* said and is forecast to grow through this year. NPD Group also said active bottoms and leggings alone make up a $1 billion industry.

In addition, Canada’s Lululemon brand has quickly become the dark horse of the industry.  Over the past three years, they have seen consistent growth in revenue and sales and their share price continues to soar.

Plus, it’s not just the younger generation spending big in athletic apparel.  NPD Group Consumer Tracking Service also reports that Gen X shoppers are the fastest-growing segment in the women’s active apparel market.  This group accounted for 25% of women’s active sales in the 12 months ending July 2019, up from 22% the previous year.  This presents an opportunity for brands and retailers to target premium active products to Gen X consumers who, on average, have a higher income than Millennials and Gen Z—two groups that historically have dominated the category. Additionally, women are wearing activewear as fashion staples beyond exercise, opening the door for more products that are comfortable yet fashionable.

For more information on exhibitors showcasing activewear at the show, check out our latest news stories as well as our full list of exhibitors.

Be sure to filter by active/sports under the ‘Product Search’ tab to see the full list of over 90 companies offering activewear at the show.

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*NPD Group is an American market research company