Sportswear: a business opportunity

The industry targets consumers seeking a healthier lifestyle.

Body care, wellness trends and, of course, the search for a healthier life in general are also making inroads into the fashion sector.

For some years now, this dynamic has been strengthened among buyers who - regardless of the market level they are in - want and need options for sportswear. Not only sneakers, casual lines or leggings, but the multiple lines of clothing that exist for exercising.

With department store chains increasing their spaces with different sports brands, fast fashion emporiums with exclusive areas - never seen before - within their facilities to attract this spectrum of customers or high fashion designers creating capsule collections for international brands in the sporty universe, are some of the manifestations that confirm the relevance of this type of fashion.

The above is added to generational changes as well as the importance that the current fashion market gives to sustainable aspects, ecology, the circular economy, among other compelling values ​​that must be taken into account by designers, manufacturers, producers, marketers and buyers in general.

If you have a fashion business, do not hesitate to include sports lines and if you want to undertake a project exclusively for this market, remember:

• The sporty aesthetic must be functional and comfortable, but with a strong DNA in its design proposal.
• This type of fashion can be as broad as the market itself, with options for the little ones and of course, also for older consumers, going through all the stages that exist in between.
• Innovation is important. You will need to stay on the cutting edge of technology, materials, and finishes that are ideal for working out. Yes, the creative challenge in the sports context goes beyond colors.
• Accessories such as tennis shoes, sneakers, backpacks, caps and other accessories can be extremely profitable. As accompaniments, they can boost sales of your main product or become the star proposition.

• Explaining the qualities of sportswear can help you sell more. For example, if you create a lookbook, catalogue or promotional videos, we suggest that the garments are being worn by models who are exercising. The closer to reality, the more popular your product will be.
• Finally, generate valuable content for your audience related to a healthy lifestyle and do not hesitate to have a presence at events such as sports activations to position your project.