Big Apple Diary 4/01/09
01-04-2009
Hi All,
US consumers are in an era where over indulging is not chic and the mantra for baby boomers in particular is to "save not spend". As 2008 financial and profit results for retailers are closely analyzed, it is obvious that category winners are and will continue to be; grocery, health, beauty and necessities.
Even in a tanking economy with an astronomically high unemployment rate, health club and gym memberships are up. This significant change in consumer lifestyles, attitudes and priorities is fostering new business and product categories. Their resilient performance to date has proven them to be recession proof.
Growing lifestyle trends include;
« Yoga & spiritual practices
« Wellness & personal health
« Gym training
« Pilates & Spinning
« Running & Walking
« Hiking & Exploring
« Extreme sports
« Total life management for multi tasking on the go
Brick & Mortar stores, online specialty retailers, new brands and gyms: national chains or new "boutique" models are all dedicated to well being, stress reduction and sculptured bodies. Specialty retailers & online sites currently enjoying success are Lululemon / Athletica and Athleta (bought by the Gap in Sept '08). Then there are the brands like
Under Armour and the major athletic players; Nike, New Balance, Adidas etc. This new business opportunity is a test lab for emerging new brands like YellowMan and YMX.
Whether your lifestyle solution is dedicated to yoga, extreme sports or multi tasking this apparel trend crosses a broad age range of consumers. It interprets into 2 distinct looks;
1) FUNCTION PLUS STYLE – Technical performance wear with a modern twist.
« Apparel made for ultimate performance and sweaty pursuits
« Think fit & comfort
« Signature fabrics are breathable, moisture wicking, quick dry, 4 way stretch, UPF 50+
« Construction is seamless or has flat seams
« Shelf bras in tanks & tees
« Convertible leggings & stirrups
« Modern prints & color blocking are hot & inspirational ; tattoos, monotone graphics, paisleys, florals, placed prints
« Versatile roll over waistbands
« Reversible tops & bottoms
« Fashion details: ruching, shirring, fabric manipulation, side zip ankles
« Customized sport shoes with shots of color
« Alternative functions: takes you from the gym to the street, comfortable yet chic pieces for travel
2) SPORTY SLICK – High tech materials melded with sophisticated polish.
« Street wear and weekend basics with a new spin
« Fabrics with a touch of shine; parachute nylon, crushed silk, nylon ripstop, mesh
« Stretch cotton, modal, silk , viscose
« Organic cottons
« Neon and vivid bright color story grounded with black & white
« Colorblock & stripes
« Anoraks, windbreakers & vests
« Second skin leggings, slim skirts & boy shorts
« Soft, baggy shorts as an alternative to a full mini
« Jumpsuits & rompers
« Fitted and layered tees & tanks
« Bodysuits
« The sporty dress with high graphic appeal
« Ruffles & ruching details
« Lots of zippers & bungee cords
« Accessorize with bright oversized sport watches, long charm necklaces, wedgie heels
So whether you are an extreme sport enthusiast, weekend warrior or a recessionista looking for a new trend to freshen up your wardrobe… these are components to check out.
Till next time,
Cheryl
