Athleisure gains speed as fast fashion slows

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Athleisure is gaining momentum amongst global shoppers as they increasingly ditching unethically-made fash fashion pieces to enjoy sustainable clothes, says the new research Top 100 Most Valuable Global Brands 2019 by BrandZ.

The research covers more than 3.7 million consumer interviews and more than 165,000 different brands in over 50 markets.

What is Athleisure?

Athleisure is a fashion trend which sees shoppers wearing clothing designed for workouts and other athletic activities in other settings such as at the workplace, at school, or at other casual or social occasions.

According to the report, winning in athleisure requires identifying fashion trends early, being quick to market, and reaching core audiences with relevant communications. For instance, Nike and adidas are among brands creating sneakers made from sock-like material. Nike communicates with consistency and story-telling across channels, continuing to cultivate a community around the brand.

The research says that fast fashion brands lag behind in value growth, in part because its environmental footprint is out of step with rising mindfulness about sustainability. Customers want to buy an item that was sustainably made but also lasts longer than just a season. The analysis gives eight key tactics to help merchants succeed in the athleisure field?

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