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Issue of the day: The seismic fashion shift to activewear

AS the pandemic has upended our lives and necessitated remote working for millions, fashion has been impacted – perhaps permanently – and sales of activewear and loungewear are now soaring in a trend that is expected to continue, along with ‘above the keyboard’ dressing.

…have been largely consigned to the back of the wardrobe without a need to smarten up for an office environment, sparking a global shift toward loungewear and activewear that – in a period of tumult for retailers overall – has been an area of soaring sales.

According to the NPD – a global body that measures how consumers shop across all channels, from on the internet to in-store – online sales of activewear accounted for 40 per cent of all sales in 2020; a new high. And according to research data from analytics firm Comprar Acciones, the activewear market was estimated to be worth $353.45 billion in 2020 and is projected to hit $439.17 billion by 2026.

Some of the high street’s biggest names are reacting to the shift to home working and the need for less formal attire, including Marks & Spencer. The retail giant is to expand its womenswear activewear range Goodmove this year to include both childrenswear and menswear, increasing its focus on more casual, comfortable clothing. M&S found that more than half (52%) of its customers have been wearing activewear more and more as everyday clothing during the pandemic, with 24% citing its suitability for everyday use as one of the main reasons they buy it. Read from source….