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Evolution Of SportswearDrives the Sales

The reports by NPD group till June 2019 claim that the non-active casual wear has represented  $103 billion which is more than half of the annual sales of the apparel industry. Sportswear has now evolved into casual wear due to the changing perception of sports and adoption of wearable gadgets and smartphones.

The reports by NPD group till June 2019 claim that the non-active casual wear has represented  $103 billion which is more than half of the annual sales of the apparel industry. Sportswear has now evolved into casual wear due to the changing perception of sports and adoption of wearable gadgets and smartphones.NPD group is an American market research company based in Port Washington, New York.

Marshal Cohen, the chief industry adviser of The NPD Group says, “Fashion’s future depends on casual clothing. But, today’s casual fashion is different from what was once referred to as ‘sportswear’ in the American fashion industry.” He also said, “Today’s definition of everyday apparel has no clear boundaries, and this is the approach today’s apparel manufacturers and retailers need to take. It’s about delivering clothing that solves consumer problems, while staying true to your brand.”

Sportswear has evolved into more fashionable and comfortable clothing than only being performance oriented and focusing on being sweat-resistant or streamlined. Thus, brands have now begun to create new collections and limited-edition clothing and calling it ‘athleisure’ to give consumers a sense of exclusivity.

The consumers are mixing and matching the styles, while retaining the new sportswear in their wardrobes. Golf shirts, casual pants, sports jackets are also making a comeback as wardrobe staples for the 39-54 age group. The comfortable casual clothing with special features like stain and wrinkle resistance will gain more sales, says a report by NPD.

Sales of such special non-active casual wear grew by 7% in the past year. Specialty stores are at the top of the overall casual wear sales with 29% of the market, while department stores (15%) and off-price retailers (14%) are not far behind.

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