Findings

Global Active Wear Industry

• According to Market Insight, the global market size of Active Wear was $351.164 billion in 2017 and this is expected to reach $546.802 billion by 2024. This represents a CAGR of 6.5 % over 2017-2024 period.
• Using the above CAGR of 6.5 % and 2017 value of $351.164 billion we calculated the global market size of the 2018 global market size of Active Wear using the formula below:

• 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

• The global Women's market size of Active Wear was $124.65 billion in 2017. This represents a CAGR of 8.2% over 2018-2026 period.
• Using the above CAGR of 8.2% and 2017 value of $124.65 billion we calculated the global market size of the 2019 Women's global market size for Active Wear using the formula below:

• 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

• According to he United Kingdom market size for Active Wear was £2.5billion in 2017. This represents a CAGR of 5.1% over 2017-2022 period.
• Using the above CAGR of 5.1% and 2017 value of £2.5billion we calculated the United Kingdom market size of the 2019 global market size of Active Wear using the formula below:

• 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.

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

Sweaty Betty

• Sweaty Betty's website can be accessed here.

• 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.

• 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.

• 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.

• 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

• Varley's website can be accessed here.

• Varley ensures both performance and style, mixing sportswear and ready-to-wear features.
• "They differentiate themselves through innovation, product performance and quality," and by targeting the modern athlete.

• 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.

• 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.

• The brand offers sportswear products for women, such as leggings, bras, tops, shorts, trousers, sweaters and sweatshirts, and jackets.

AIM Athleisure

• Website: Link here 

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

• Scaling up the business will require external investments, which may not be readily available.
• The ethos of using only British-sourced materials and manufacturing in the United Kingdom may eat up into its margins, considering other companies outsource their manufacturing to countries with lower labor costs.

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

• Website: Link here 

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.

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

• The company only has an online presence and doesn't have its own outlet network for customers to visit and purchase their products.
• The price ranges of the products are higher, and the brand mostly promotes luxury activewear.

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

• Monreal products are stocked by some of the world’s most prestigious retailers, including Net-a-Porter, Selfridges, and Harrods.
• Stefani Grosse, who is the founder and chief executive, has more than 16 years of high-end fashion design experience under her belt and has been the pioneer for the success of the brand.
• The company has partnerships with many sports brands and also has many high profile customers, which also includes Duchess of Cambridge.

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.).

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

• Seamless clothing is the type of body-hugging activewear clothing that aims to ensure comfort and support to the wearers.
• The high-quality yarns used in seamless activewear have anti-bacterial properties.
• The manufacturing process for seamless activewear requires less yearn, thus, seamless clothing is a more sustainable option.
• According to Edited, the sale of seamless activewear has grown by 130% between 2016 to 2018.
• The examples of activewear brand that launch seamless collection are Nike, Running Bare, and Good American.

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