Female Active Wear Industry - United Kingdom

Part
01
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Part
01

Market Size - Female Active Wear Industry: United Kingdom

The global active wear industry in 2019 is $398.299 billion or £310.183 billion. The global women's active wear industry in 2019 is $145.93 billion or £113.636 billion. This represent 36.64% of the total global industry. The United Kingdom active wear industry in 2019 is $3.548 billion or £2.762 billion. Using a percentage of 36.64% representing women in the global active wear industry, we calculated the United Kingdom women's market size for Active wear to be approximately £1.012 or $1.3 billion.

Findings

Global Active Wear Industry

  • 2017 value * ((1 + CAGR) *(1 + CAGR)) = 2019 value.
  • ​$351.164 billion * ((1 + 6.5%) * (1 + 6.5%)) = $398.299 billion.
  • According to Xe currency converter, 1 USD = 0.778725 GBP, hence $398.299 billion will be £310.183 billion.
  • The global active wear industry in 2019 is $398.299 billion or £310.183 billion.

Global Women's Active Wear Industry

  • 2017 value * ((1 + CAGR) *(1 + CAGR)) = 2019 value.
  • $124.65 billion * ((1 + 8.2%) * (1 + 8.2%)) = $145.9307466 billion.
  • According to Xe currency converter, 1 USD = 0.778725 GBP, hence $145.93 billion will be £113.636 billion.
  • The global women's active wear industry in 2019 is $145.93 billion or £113.636 billion.

Percentage of Women's global Active Wear

  • According to Cision PR Newswire, the percentage of women's global Active Wear in relation to total global Active Wear industry was calculated by using the 2019 global market size value of $398.2989879 billion and Women's global market size value of $145.9307466 billion for Active Wear using the formula below:
  • (Women's global Active Wear market value/Global Active Wear Industry)*100
  • (145.9307466/398.2989879)*100= 36.64%

United Kingdom Active Wear Industry

  • 2017 value * ((1 + CAGR) *(1 + CAGR)) = 2019 value.
  • ​£2.5billion * ((1 + 5.1%) * (1 + 5.1%)) = £2.7615025 billion.
  • According to Xe currency converter, £1 = $1.28419, hence £2.762 billion will be $3.548 billion.
  • The United Kingdom active wear industry in 2019 is $3.548 billion or £2.762 billion.

United Kingdom Women's Active Wear Industry size.

  • According to Drapers, Fashion Network, the UK survey indicates that men are spending more in active wear than women despite major brands targeting women in recent years.
  • Using the calculated global percentage of active wear representing women, we take 36.64% and multiply it by the United Kingdom market size for active wear to get the United Kingdom women's market size for Active wear.
  • £2.7615025 billion * 36.64% = £1.011814516
  • According to Xe currency converter, £1 = $1.28419, hence £1.012 billion will be $1.3 billion
  • The United Kingdom women's market size for Active wear is approximately £1.012 or $1.3 billion.

Part
02
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Part
02

Market Growth - Female Active Wear Industry: United Kingdom

Based on differing definitions of the athletic wear and athleisure markets, different expert reports and market research conflict on the projected growth rates. Below, the research team has provided credible expert reports related to the projected growth of the athletic and athleisure market in the UK. Based on a comprehensive review of these reports, the projected growth rate of the UK female active wear industry will be between 5.1% and 9%.

Additionally, while not all provided growth rates are specific to the women's market, in the UK women are the leading consumers of activewear and therefore, the total market growth rate is a good indicator of the women's market growth rate.

Activewear Market Growth

  • Allied Market Research states that the global women's activewear market will grow at a CAGR of 7.7% till 2025.

Athleisure Market Growth

  • The global athleisure market is forecast to grow by 9% from 2018-2019, and continue this growth in the future.

Sports Clothing

  • GlobalData predicts that the UK sports clothing market will grow at a rate of 5.1% till 2022.
  • Key Note estimates that the UK sportswear market is currently growing at a rate of 7.92% per year.

Research Strategy

Where necessary, growth rate was calculated using this online calculator.

Part
03
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Part
03

Competitive Landscape - Sweaty Betty and Varley

Sweaty Betty's "Zero Gravity" leggings have been the driver to the company's success. Varley ensures both performance and style, providing high-quality sportswear that can be used outside the gym. More information about both companies is provided below.

Sweaty Betty

Website
  • Sweaty Betty's website can be accessed here.
Competitive Advantage
  • Sweaty Betty winning product, their "Zero Gravity" leggings, cost around £95 a pair and their sales have been the main driver to its success as female fitness fanatics seem to be very fond of them.
  • The company fabricates workout gear that can withstand a tough time at the gym as it is sweat-wicking and quick drying, and at the same time it provides support and helps to shape the body.
Weaknesses
  • Some customers found that the High Intensity Run Bra does not provide enough side coverage.
  • The company's salaries/wages for some positions (like customer service) "fall way under the living wage."
  • According to employees, the company has poor management from head office, in-store, and human resources department.
Strengths
  • Sweaty Betty has over 60 shops internationally.
  • The company's UK sales increased 18% to £56.6 million in 2018.
  • According to their chief executive Julia Straus, "Sweaty Betty sold one pair of its £75-£95 bum-sculpting leggings every minute" in the first half of 2019.
Product Offerings
  • The company offers a wide range of products for women, such as bottoms (leggings, trousers, etc.), tops (vests, t-shirts, etc.), underwear (sports bras), swimwear, ski and snowboard clothing, and accessories (bags, hats, socks, etc.)

Varley

Website
  • Varley's website can be accessed here.
Competitive Advantage
Weaknesses
  • They currently don't have the option to process cancellations online, they only process them via e-mail or phone. This could be troublesome for clients who don't have the time to make calls or write e-mails and prefer to fill-out a form or chat with customer service.
  • Their online store currently doesn’t offer next day delivery, which could be a deterrent for customers who are in immediate need of their product.
Strengths
  • Varley is now available in over 800 outlets, in addition to its e-commerce shop. In 2018, sales were approximately $6 million, which jumped to $8 million in 2019.
  • Recently, the brand secured a $5 million investment, which it plans to use for product development, like opening new categories.
Product Offerings
Part
04
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Part
04

Competitive Landscape - AIM Athleisure and LNDR

AIM Athleisure has direct control over labor conditions as everything from design to sewing is done in the United Kingdom. LNDR prides itself on the meticulousness and precision required to make its product. Further details on each company's competitive advantage, strengths, weaknesses, and product offering for women have been provided below.

AIM Athleisure

Competitive Advantage

  • One of AIM Athleisure's differentiator is its B2B offering, which allows other businesses to create their collections under their brand names.
  • Another competitive advantage of AIM Athleisure is its go-to-market strategy which involves "supplying fitness professionals, gyms and yoga studios with a customizable core range and a high level of design service."
  • The brand has also adopted the sublimation technology, which facilitates speedier production cycles without a decline in quality.
  • AIM Athleisure has a CORE collection, which it says will remain available from season to season. The company notes that "trade clients can re-order their customized designs as often as required, and AIM will update the CORE garments with new colorways and prints each season for their retail customers."
  • One of AIM Athleisure's ethos is to only use British-sourced materials. This can resonate with indigenes (business owners and consumers) who place a premium on buying home-grown products.

Perceived Weaknesses

Strengths

  • AIM Athleisure leverages the influencer network of its trade clients to promote its brand through social media channels.
  • It has direct control over labor conditions as everything from design to sewing is done in the United Kingdom.
  • The fact that everything is done in the United Kingdom also "minimizes the distances to transport to market and so the carbon footprint."

Product Offering for Women

  • The list of products available to women on the AIM Athleisure website include wrap leggings, bike shorts, leggings, crop tops, and vests.
  • The prices for the products range from £34 for the crop top to £59 for the wrap leggings.

LNDR

Competitive Advantage

  • LNDR prides itself on the meticulousness and precision required to make its product. It notes on its website that "It can take factories up to 20 times longer to knit LNDR seamless leggings, for instance, compared to other brands."
  • LNDR describes its products as evergreen noting that people who own their product don't have to think about new fits every other month.
  • Every piece of clothing from the brand uses "technical fabrications and innovative functional design."

Strengths

  • The three founders of the company all have a professional background in fashion. Joanna Turner founded Francis Leon, while Donna Harris was the head of retail JLP at Ted Baker. Sarah Donnelly, on the other hand, was in charge of international retail at Paige.
  • LNDR products are used by celebrities such as Gigi Hadid and Kourtney Kardashian, which further gives exposure and credibility for the brand.
  • LNDR products are stocked by high-end stores such as Harvey Nichols, Harrods, Equinox, and Nordstrom.
  • In three years, LNDR products are already sold in over 20 countries.

Weaknesses

  • LNDR's recent legal tussle with Nike over the latter's use of 'LDNR' in its "Nothing Beats a Londoner" campaign may indicate other potential legal tussles down the line over its brand name.

Product Offering for Women

  • LNDR's product offering for women include leggings, sports bra, hoodies, track pants, tops, jackets, crop tees, socks, and tanks.
  • The lowest-priced products are socks, sports bra, crop tops, and tees going for £10, £38, £38, and £48, respectively.
  • The most expensive products are the jackets and hoodies, which go for £288 and £188, respectively.

Part
05
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Part
05

Competitive Landscape - Vaara and Monreal London

Vaara is a London-based activewear brand founded by model and entrepreneur Tatiana Korsakova. Monreal London is a luxury women’s clothing brand founded by Stefani Grosse.

Vaara

Website

  • Vaara's website can be accessed here.

Competitive Advantage

  • The collections at Vaara reflect and empower the genuine affinity with the health-conscious woman and her innate understanding of style.
  • Products from Vaara are made from the finest materials with the guidance of the best designers in the world. The company amplifies femininity through their design aesthetics and provides timeless clothing options.

Strengths

  • Vaara is the vision of model and entrepreneur Tatiana Korsakova. Her experience in the global fashion and wellbeing industries has been a strength for the brand to craft a unique range of activewear with quality and integrity.
  • Vaara has partnerships with women who promote a health-conscious lifestyle and embody the Vaara spirit.

Weaknesses

Product Offerings

  • The company offers a wide range of products for women such as bodysuits, bodywear, bottoms (joggers, trousers, etc.), bras, jumpsuits, leggings, swimwear, and tops (lounge tanks, sweatshirts, etc.).


Monreal London

Website

  • Monreal London's website can be accessed here.

Competitive Advantage

  • Monreal collections are exclusively made in Europe, using Italian luxury performance fabrics and cutting-edge manufacturing techniques to create pieces that streamline and support the body.
  • The products are fuelled by graphic layering, laser-cut details, bonded seams, and distinctive color pops, with clean, modern lines in Italian performance fabrics.

Strengths

Weaknesses

  • The company doesn't have its own store chain and mostly sell their products through their online platform or other major retailers.

Product Offerings

  • The company offers a wide range of products for women such as bodysuits, fitness wear, bottoms (joggers, trousers, etc.), bras, leggings, and tops (tanks, jackets, etc.).
Part
06
of six
Part
06

Insights and Trends - Female Active Wear Industry

The trends surrounding the female activewear industry include tie-dye prints, statement sneakers, brand logo, bodysuits, bike shorts, seamless clothing, and active dresses. More information related to these trends is provided below.

Tie-Dye Prints

  • Tie-dye is a trend in the 60s that makes a return in the 2010s. It is characterized by its unique swirly pattern and vibrant colors.
  • According to Marina Larroude, a fashion director at Barneys New York, the tie-dye trend is also seen at high-fashion runways and it also goes well with activewear. She also agreed that people nowadays are very likely to take the risk and join the trend.
  • Due to the emerging trend, there are various selections of tie-dye prints with more modern patterns, unique color combinations, clean lines, and up-to-date silhouettes.
  • Several activewear brands that join this trend include Forever 21, S&S Activewear, and Always.

The Statement or Chunky Sneakers

  • A statement or chunky sneakers are also known with the names of "dad sneakers" and "ugly sneakers". Chunky sneakers are also a fashion statement that is used by females to show off their style and sometimes their net worth.
  • Other than playing the role of a sports gear, statement sneakers may be used outside of the studio or gym for fashion purposes.
  • Chunky sneakers were considered to be ugly and uncool before they were seen on the catwalk. Balenciaga's 'Triple S', Kanye West's 'Yeezy Runner', and Louis Vuitton's Archlight sneakers contributed to this newly emerging trend.
  • Many celebrities, such as Bella Hadid and Kendall Jenner, have also been spotted joining the statement sneakers trend.
  • Chunky sneakers also may give a slimming effect on the legs.
  • Several activewear brands that release chunky sneakers collections include Nike, Reebok, and Hoka One One.

Brand Logos

  • Brand logo prints on clothing or other fashion item were considered to be tacky and gauche. However, these days people are no longer ashamed of wearing and showing brand logos.
  • Experts agreed that brand logos on activewear has a bit of 80s vintage feeling to it.
  • Plenty of celebrities also have been spotted to wear various brand logo printed activewear, including Selena Gomez, Bella Hadid, Kim Kardashian West, and Elle Fanning.
  • Several activewear brands that release collections with brand logo prints include Champion, Fila, and Nike.

Bodysuits

  • A bodysuit is a trend that first emerged in the 80s. However, this type of skin-tight clothing has returned to be a trend in 2019. The comfortable material and performance-driven designs of bodysuits are what make them suitable to be activewear.
  • Jennifer Lopez, Alessandra Ambrosio, and Emily Ratajkowski are the celebrities that are responsible for making bodysuits an athleisure trend.
  • Fitness and beauty influencers, including Lucy McFadin and Devon Lee Carlson, are posted their pictures in bodysuits for working out purposes.
  • The examples of activewear brand that launch bodysuit collections include FP Movement, Good American, and Nike.

Bike Shorts

  • Bike shorts are stretchy sports shorts which fashion experts dub as the major trend in 2019. They were also considered as trendy in the 80s.
  • According to fashion experts, Kim Kardashian West is responsible for the bike shorts trend. High-end fashion brands, such as Fendi and Dior, also included bike shorts in their runway collections.
  • According to Edited, the sale of bike shorts within activewear in 2018 increased by 363% compared to the previous year.
  • Several brands that release bike shorts collections, include Adidas, Good American, and Kappa.

Seamless

Active Dresses

  • Active dresses are another athleisure trend that is specially crafted for women.
  • Based on the marketing analysis conducted by the Edited, there's been a 189% rise in active dresses market in 2018 compared to in 2016.
  • Serena Williams is one of the celebrities that help active dresses to become a trend.
  • Several activewear brands that release active dress collections include Nike, Outdoor Voices, and FP Movement.

Research Strategy

We first began our research by looking through lifestyle publications, fashion websites, market reports, and expert blogs from trusted sources, such as Edited and Women Health Magazine, to find any information related to the inquiry. We managed to find both quantitative and qualitative data related to these trends. Our research team also visited activewear websites to review their female item collections and included them in our findings. The information that we compiled was collected from the most widely discussed issues and trends by fashion and fitness experts, therefore, we could make sure that these findings contain the most updated subject that customers may relate to. The answer to the inquiry was straightforward and didn't require any triangulation.
Sources
Sources

From Part 01
Quotes
  • "The global activewear market was valued at $ 351,164 million in 2017, and is expected to reach $ 546,802 million by 2024, registering a CAGR of 6.5 % from 2018 to 2024. North America dominated the global activewear market in 2017, accounting for 42.3% of the total revenue. comparison to the traditional open surgery."
Quotes
  • "The women's active-wear market was valued at US$ 124.65 Bn in 2017 and expected to be growing at a compounded annual growth rate (CAGR) of 8.2% during the forecast period from 2018 to 2026."
Quotes
  • "The consumer appetite for athleisure seems almost insatiable. Analyst Global Data’s UK Sports Market 2017-2022 report predicts 5.1% growth this year, on top of estimated UK sports clothing sales of £2.5bn in 2017. "
Quotes
  • "While sports brands have been targeting women heavily in recent years, the survey showed that men are still spending more than women on activewear."
Quotes
  • "1 USD = 0.778725 GBP, 1 GBP = 1.28415 USD"
From Part 06