Twelve Hot Design Trends in Athletic Apparel

If you still think of women’s active apparel as polar fleece and half-zip poly jackets you’re living in a time warp. Fashion athletic apparel has disrupted and blurred casual lifestyle apparel, like Uber has to transportation. We aren’t going back to formulaic tees and jeans any time soon, as the dominant uniform of women’s weekend casual.

This seismic shift started when market disruptor Lululemon questioned the assumptions that women didn’t want fashion and were not willing to pay for style, comfort and quality in athletic apparel. Until then women’s activewear was an identical twin to men’s, in equally dismal fabrics and devoid of fashion. Under Armour began pushing the envelope in men’s at the same time as Lululemon. Both of these innovative brands were born from a fashion point-of-view, not the footwear industry that used to drive the category.

Dix & Pond Athletic Apparel Trends

Athleisure was born. Women have adopted the fashion, quality performance fabrics and comfort to wear in and out of the gym, at the expense of the traditional jeans and tee businesses.

As one of  the few bright spots in women’s apparel, competition is rising dramatically. Everyone is getting into the game. Athleta, Gap’s active division has elevated themselves from dated “new-age” California looks to a more urban vibe with a wide range of lifestyle items. Tory Burch, Kate Spade and many startup brands have entered the game. The competitive stakes are much higher now, and only “brand relevant” innovators will win. If your company is following, not innovating, your going to feel the squeeze.

Here are twelve significant trends in women’s athletic apparel design. Did your company see them coming?

Sheer madness. Sheer insets and translucent fabrics add cool functionality and peek-a-boo sex appeal, to everything from tops, legging to outerwear.

Under & over. Highly-evolved sports bras are a key classification to be worn layered and alone. Matching “no-show” undies from leaders such as Lululemon, Under Armour, Moving Comfort and others complete the look.

Self reflection. Playful and highly creative, reflective detailing adds function and fun-factor, to all categories of running apparel.

Printed matters. Hip, urban, abstract and geometric prints are driving legging, capris and short sales. Spiritual, “zen-like” yoga wear prints are now soooo 2010.

Back story. Naughty or nice? Back interest…cut outs, layering, lingerie detailing, halters and criss-cross backs, have been heating up top sales.

Booty call. Design and functional back details and shorts are the ultimate “booty call” and driving bottom sales.

Town down. Regular and micro down filled outerwear vests, parkas, anoraks and baseball jackets are ubiquitous and go uptown in styling. Try this, count how many Barbour, Canada Goose and Moncler jackets you see in 30 minutes on an East Coast city street on a December day.

Dress up. One piece ease and comfort, knit dresses are layered over gym clothes, swimwear or worn alone. This hot category is the ultimate multi-tasker from gym to street.

Metro techno. Unique knit and woven technical fabrics with performance properties such as SPF 50, wicking, anti-stink, water resistance, etc. are used in fashion forward, modern styling. Outerwear is a stand-out category, in new fabrications.

Short & sweet. Short-shorts, boy shorts, gym and bikes shorts layered and worn solo are driving sweet sales.

Walk the talk. Graphic typography plays to the mega-trend for self-expression and individualism. Edgy, motivational and descriptive words, quotes and sayings are on tees, tops, jackets and bottoms.

Tony trousers. The market has gone way beyond yoga pants and leggings to drawstring gym pants, knit jeans and “city pants” in comfortable and durable functional knits and techno wovens.

How did your company do?

Dix&Pond is the blog of Dix & Pond Consulting, Boston-based, product development, creative, branding, business consulting and executive coaching for retail, apparel, footwear & consumer products companies. Follow me to get the latest posts

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Women’s 5 Fall 2014 Fashion Essentials

Stylish women seem effortlessly modern and have a certain je ne sais quoi. What’s the secret? They understand that a great wardrobe is a continuous evolution not a revolution. The fashion-savvy build upon their curated closet seasonally, with a handful of new items that have the power to change everything. Here is my round-up of five essential, trend-right items for Fall 2014, that will simply give you an up-to-the minute look:

Fall 2014 Fashion Must-Haves

Fall 2014 Fashion Must-Haves

1.  The slip-on sneaker. Sneaker style is white-hot. The not-so-humble “slip-on” in modern materials, such as metallics, leather, quilted, perforated, printed or embroidered, has my vote for the casual shoe of the season. Pair them with jeans, skirts, dresses, athletic pants, just about everything, for a comfy update to your fall footwear wardrobe. Think Vans, Steve Madden, Dolce Vita, Tory Burch, Michael Kors, Joie, Vince, Prada, Stella McCartney, Jimmy Choo and just about all the usual suspects.

2. The clutch bag. There is something so elegant, so fresh , “clutching” a bag when everyone else is schlepping a sack over their shoulder. The clutch is a sure glam-slam.

Clutch bags come in envelope or clasp styles or and the more user-friendly wristlet clutch; either way it is an instant fall 2014 style update. I particularly like them in a pop of color, textural metallic or animal print, paired with neutral clothing. Check out Valentino, Alexander Wang, Marni, Proenza Schouler, Smythson, Tory Burch, Michael Kors, Ted Baker, Kate Spade, BCBG and many more.

3. The athletic jean. Jeans are down-trending as women are wearing athletic or “athleisure” looks in and out of the gym. The trend has gone beyond basic yoga pants to spandex blend and nylon pants in 5-pocket jean-styling, cuffed sweats, boyfriend shapes, cargo details, etc.

Pair fitted pants with an oversized sweater, layered tops or sexy top for the gym. Pair baggy sweats, boyfriends or cargos with smaller, close to the body tops. See some of the best at Athleta, Carbon 38, and Net-a-Sporter.

4. The graphic top. “If you see something, say something”. The lowly graphic tee or top has been elevated to fashion status this season. Words have the power to express something about the wearer, simply amuse, suggest or confuse the audience. Text is powerful and playful, a small investment for an instant seasonal update. Look for intarsia sweaters and printed sweats and tees from Madewell, J Crew, Zara, Pam and Gela, Haute Hippie, Free People, Current/Elliott, Alexander McQueen, etc.

5. New outerwear. Outerwear is daily wear and more people see us with our coats on than off. An investment in an updated trench, parka or jacket can change-up your current wardrobe and attitude in an instant.

Look for down-filled, shine, quilted, luxe leathers, pop colors and metallics in puffers, 3/4 styles and cropped moto jackets. I particularly like casual styling in upscale materials. My favorites include Moncler, Burberry, Barbour, SAM., Mackage, Via Spiga and Uniglo.

Dix&Pond is the blog of Dix & Pond Consulting Creative and strategic consulting for retail, wholesale apparel, footwear, consumer products and branding agencies. Follow me to get the latest posts

 

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