REVEALED SUMMER 2023 - Flipbook - Page 42
INTER/ACTIVE
Loungewear vs Activewear
ASPEN DREAM
Post-Covid
BY LAUREN DAVID PEDEN
The Covid pandemic upended the
Before Covid, activewear was king. Pieces
bottoms during those endless Zoom
apparel business in countless ways, as
that could be worn to the gym but were
meetings?
consumers changed their lifestyle and
stylish enough to wear while walking the
spending habits overnight.
dog or grabbing lunch ruled at retail.
Today, even as Covid restrictions have
As the need for technical activewear
eased up and people are slowly going
plummeted, the desire for comf y,
out more, growth will continue in the
unrestrictive lounge clothes skyrocketed
loungewear categor y. Loungewear is
as we spent less time at the gym and
expected to grow from $6 billion in
more time on the couch/less time with
2022 to $11.4 billion in 2030, according
Tracy Anderson/Lucille Roberts and more
to a Comprehensive Research Report by
time with The Marvelous Mrs. Maisel.
Market Research Future, a 90 percent
“Sustainability
matters as does
sourcing. And it’s
a bonus if designs
are exclusive or
have eye-catching
details not found
elsewhere”
Kateryna Sukhanenko,
founder of Aspen
Dream Company.
increase. Activewear is expected to grow
“During Covid, there was a major shift to
from $306.7 billion in 2022 to $482.3
stylish loungewear. With people spending
billion in 2030, a smaller increase at 57
all day at home, they were looking for
percent, but still robust.
ways to feel good in clothing that focused
on comfort,” Amy McKinstry, director of
“Activewear is a staple,” says Mike Trell,
women’s, men’s, pet and home at online
marketing director at Dominique Intimate
retailer Kickee, tells Revealed. “Sleep/
Apparel. “Women love their sports bras.
lounge sales spiked as consumers made
Brand and style loyalty is very strong.
modest investments in themselves and
Once women find something that works,
their comfort.”
they rarely change without a catalyst,
like the style closing out or being ‘re-
R E V E A LED - T HE SU MME R IS SUE #9
And, really, who knew if you were wearing
engineered’ for whatever reason. We have
cashmere sweatpants or slouchy pj
two styles and both grew exponentially
