Research suggests that the clothing we wear may have an effect on our behaviour. Researchers at the Kellogg School of Management at Northwestern Universitycall this “enclothed cognition.” Another study from the Journal of Experimental Social Psychology stated that clothing indeed influences behaviour and attitudes because a symbolic meaning is carried, so what you wear is actually somewhat changing how you act. Clothing affects how others see us as well, for example, on a cold day, if someone is wearing a hoodie next to someone with a peacoat, the person with the peacoat would be seen as more successful. Another input from Dr. Jonathan Fader, a sports psychologist for the New York Mets stated that “When you put on new fitness gear, you begin to get into character, like an actor putting on a costume for a performance, as a result, you expect to have a better performance, making you more mentally prepared for the task.” You become more confident in your abilities, which leads to improved focus, motivation and of course, gains.
What you wear also directly affects your performance. You wouldn’t wear dress shoes for a run would you? Or wear cargo shorts at the pool right? These types of closet mishaps can and will harm you and how you perform. Activewear has risen in sales the past few years, many new brands have emerged with customers appeal for cool, trendy design whilst remaining functional. Active wear has become so popular that it’s even worn casually by people who aren’t even out to work out. I’ve personally seen and done this, where I’ll just go out in gym short because it’s just so comfortable that I don’t even care if I’m going to costco to get groceries. It’s kind of a liberating feeling just being comfortable and also ready to workout if the inspiration to do so hits me.
Here to Stay
The trend has come and isn’t leaving for awhile at least. Popularity amongst active wear is also partly thanks to top name brands such as Nike and Adidas collaborating with artists like Kanye, Pharell, etc. We’ve seen workout clothes for women make a huge footprint in the market with brands like Pink, lululemon, Adidas, and Nike coming out with bright colored and form fitting yoga pants, bright running shoes with various designs, and workout tops. It’s like almost everywhere you go, a good amount of women nowadays will choose yoga pants over jeans or shorts. These brands have done a fantastic job and combine fashion with functionality. They have made something people feel and look good in while being able to perform. All in one working out and going out apparel is now readily available and will only become more and more popular.
Global Sales Increase
In the second half of 2019 alone, leggings and active tops sat at 58% increase. In the first week of January 2020 alone, there was a 15% increase, with an average cost of leggings has increased 17% every year. New Year’s fitness resolutions also have a huge impact on sales, “new year new me” is a popular caption or quote for many out there trying to change their lives for the better.There seems to be no end in sight for this new trend but honestly, this is a good thing. Body positivity and fitness clothing being a trend is good for people as it promotes a healthier lifestyle whilst being comfortable. Big brands and others have definitely paid attention to this trend and have paid attention by adding pockets to their leggings and even zippers known as “zip leggings.”
The emergence of this new fitness fashion wave is not only focused on women, workout clothes for menhave also seen a rise in popularity. As activewear continues to grow faster than traditional fashion we see an increase of everyday people like you and me wearing activewear. Champion, a popular brand we’ve all known for decades appealed to the young men’s market with their collaboration with the new trendy brand “Supreme.” Another brand that has experienced an increase in UnderArmour. UA has had a steady 10% increase year by year, and its apparel segment has made for more than 60% of the total annual revenue. Another well known brand that has been mentioned that has also been primarily focused on women is now in the process of getting men to think of them as a shopping destination for fitness gear is lululemon. Lululemon is growing into a dual gender brand and that is going to be very good for sales. Although mainly focused on yoga, they have made significant strides to get men to shop their brand. Examples of their attempts are office appropriate button ups, sweat-wicking shorts, and ventilated shirts with “anti stink technology”. Although mens sales haven’t quite booked for this brand, it’s a significant reach and has a promising future in the mens market.
There will be countless blogson brands and fitness tips, but in the end it will be up to you. You are the only one who knows you best, and you are the only one who can help yourself before anyone or anything can. These brands and emerging trends can only help you, and I think it’s great that these brands are being inspired by health and fitness. It’s something everyone in the world can relate to and come as one. It’s a positive trend that will hopefully one day reduce laziness, and increase physical activity. This is an exciting new trend that has and will continue to dominate the clothing market for the better.