The Change in Attitude Towards
Athletic Clothing Over Time
Max Haar, Dima Kovalev, Maria McDonough, and Isabella Rusher
FYS Changing Consumer Culture - Professor Lascu
University of Richmond
December 4, 2015
Table of Contents
-
Intro and Purpose of Study
Literature Review
Data Collection Method
Data Analysis
Findings and Conclusion
Appendix:
- Digital Story Narrative (with Digital Story Link)
- Data Collection Template
- Interview Questions and Responses
Intro and Purpose of Study:
When choosing our topic we decided to focus on a subject that was relevant in today’s
society: fashion - in particular, sportswear. As we glanced around the classroom, we took notice
of what our classmates were wearing, and realized that the majority of them were wearing
athletic apparel not formal classwear. While we were confident that most of our classmates had
not just worked out and were not heading to the gym after class, nevertheless we noted that they
still chose to wear athletic clothing. What could be the reason for this phenomenon? After
examining the change in fashion trends over the past several decades, we discovered a growing
consumption of athletic wear, and a separation from the strict “Sunday’s best” blazers and skirts,
blouses and button-downs. The goal of this study is to accurately explain the change in attitude
towards athletic apparel over recent generations and explain how the developing trends have
affected how students and non-students alike dress themselves for casual circumstances such as
going to class or going out to eat.
Thus, in short, our study is aimed at researching the market of athletic clothing, focusing
specifically on the change in attitude towards wearing sports apparel in more casual settings. We
hoped to find a significant trend towards wearing “gym clothes” on a more regular, everyday
basis outside of exercise or obvious physical activity as time evolved since the sportswear
industry itself has also developed with time. Today, athletic apparel is more comfortable and
more well-suited for everyday tasks ranging from going to class, or to going for a run: compared
to the casual daywear of decades ago. Thus, in the past fifty years or so it has become “the
norm,” so to speak, to wear sports clothes on a casual basis - either to class, to attend to errands,
or simply have good time. Previously, one would typically only wear sports clothing if he or she
were going to or coming from a workout of some sort. Therefore, it is our belief that the market
for sportswear has drastically increased from where it stood fifty years ago due to the sheer
popularity of wearing athletic clothes.
Literature Review
The market for athletic apparel has been developing and expanding with time due to an
array of reasons such as the fact that daily life has become more active, which is the primary
aspect driving the casualization of dress etiquette. Additionally, sportswear has become more
appealing to a wider pool of consumers as brands create relatable taglines and use famous
athletes as endorsers. By reaching outside the realm of athletes, and targeting non-athletes
through these taglines and brand representatives, the market’s number of potential consumers
dramatically escalates. Similarly, the functionality and attractiveness of brand products are vital
contributaries of the industry’s growth as designs are becoming more fashion-forward and
athletic apparel is created to fit every season, shape, size and style.
In modern society, life has become noticeably accelerated, upbeat and quick-paced
compared to fifty years ago. Thus, a growing demand for athletic clothes has also emerged as the
products are comfortable and well equipped for today’s average lifestyle. Nick Petrillo, an
Industry Research Analyst for IBISWorld, recognized that “as consumers allocate more of their
leisure time toward sporting activities, demand for sporting equipment will rise.”1 As healthier,
more active styles of living continue to be emphasized, the more popular athletic apparel and
sporting equipment will become, for both athletes and casual daywear. Subsequently, the
popularity of a healthy and fit lifestyle is also growing. Pertillo explains that “in the five years to
2020, consumers will become more health conscious, which will stimulate demand for athletic
equipment. As a result of more health-conscious individuals purchasing sporting goods, industry
revenue is expected to increase at an annualized rate of 0.6% to $9.3 billion.”2
In response to the changing lifestyle and fashion trends, today’s clothing companies must
reflect these trends in order to keep profits high and consumers comfortable, happy, and
satisfied. Mintel Group retail analyst, Diana Smith, explores the fact that today, “the fitness
clothing industry is at a three-way intersection of fitness, leisure, and fashion,” and how this
intersection “is driving the hottest trend in the industry right now, known as ‘athleisure chic’.”3
This new fashion trend requires brands and companies to continuously innovate and modernize
their products since “consumers are demanding clothing options that are as versatile as they are
themselves, and reflective of their busy lifestyles.”4 The combination of healthier living and
active lifestyles force athletic companies to conform to the sociocultural trends of the time, and
by doing so, the sportswear market continues to grow. “Consumers are now more than ever
seeking out comfortable clothing that can be worn both inside and outside of the gym. The
industry is truly being transformed by consumers’ changing lifestyles, shopping habits, wallet
thresholds, and technological prowess.”5 Today, intelligent athletic companies use these
transformational factors to tailor their own marketing strategies and appeal to consumers in the
most persuasive ways.
1
"Athletic and Sporting Goods Manufacturing in the US." IBIS World. 2015.
Ibid.
3
Diana Smith. "Fitness Clothing." Mintel Reports: Academic Edition (Mintel Oxygen), 2014.
4
Ibid.
5
Diana Smith. "Fitness Clothing." Mintel Reports: Academic Edition (Mintel Oxygen), 2014.
2
Companies use professional athletes to endorse their brands and attract consumers from a
variety of demographics. One of the industry’s most lucrative marketing strategies is the use of
famous athletes to promote a company’s brand. Whether it is simply inserting a brand name in an
interview or going as far as creating their own clothing line or signature shoe, athletes are prize
trophies for competitive sporting goods companies; the more successful and popular the athlete
is, the more successful and popular the company will become in the eyes of consumers. For
example, famous athletes such as Michael Jordan, Mia Hamm, Sheryl Swoopes and Michael
Phelps have been the advertising faces and clothing models of many sportswear products, as well
as the creators of personal athletic lines. If consumers see a successful figure advertising a brand,
there is a high probability that they will associate that same kind of success with the product and
will be more inclined to purchase it. A study on the celebrity athlete-clothing relationship in
high-profile female tennis players discovered that the “interest in celebrities and their lifestyles
makes the clothing they wear an important part of their image. Due to their influence on markets,
celebrity athletes are no longer simply product endorsers; many are now also involved in product
design” for the sake of consumption.6 For example, brands such as Nike, Adidas, and Under
Armour are also using athletes to endorse their products and collaborating with them to create
signature lines in order to reach the greater pool of consumers outside of athletics: the vast
majority of Americans who are not athletes. One does not necessarily have to be an athlete, nor
young and fit to appreciate the abilities and skills of professional athletes.. Thus, by using
celebrity sports figures to advocate their brand, sportswear companies, and their products,are
able to appeal to those of all ages, those who are simply fans, as well as those who participate in
sports. As a result, the athletic clothing market is able to reach a larger audience than most other
clothing markets.
Athletic apparel companies use tag lines to define a company attitude or give a brand a
certain essence. These taglines or mottos instill universal emotions in consumers such as
motivation, excellence, and perseverance and are created to relate to all consumers. These catch
phrases not only define a company or brand and inspire consumers, but they also stick in the
minds of consumers. Now, with the popularity of Nike, the “Just Do It” tagline is all that needs
to be flashed on an advertisement in order to grab the attention of consumers. David Aaker, a
professor of marketing strategy at Berkeley, describes Under Armour’s tagline and how it relates
to the company’s position in the industry, noting that “the brand’s essence is conveyed through
concepts such as being the underdog, being hungry, and competing against the best and then
achieving victory. The tagline ‘I will’ captures the passion, intensity and drive. While the brand
delivers functional benefits, that isn’t what it’s about. Like many underdog brands, it has an
attitude”.7
One of the ways that underdog company Under Armour is effectively competing with
Nike, the industry’s powerhouse, and climbing up the ladder is by constantly and continually
6
Norman J. O’Reilly and L. Anne Braedley. "Celebrity athletes and athletic clothing design: branding female tennis players."
International Journal of Sport Management and Marketing.
7
David Aaker. "Under Armour Wills Itself to Success." Marketing News. EBSCOhost. April 2015.
innovating. A company that originally started out with the creation of a material that not only
kept athletes cooler and drier, but also fit more tightly to the body to possibly increase speed, has
now expanded to include branded products such as Infrared and Coldblack, clothing used in cold
temperatures to keep the consumer warm and clothing used in the heat to help cool the athlete
down, respectively.8 Innovation is the key to industry growth, and a key motive in the shift of
attitude towards sportswear. With innovation comes products that are better-suited to fashion
trends and societal demands, as well as an augmentation in consumption since consumers are
convinced that these new products will allow them to athletically compete at the their highest
potential. Additionally, the evolving sportswear market is filled with stiff competition, and as
each company is constantly trying to out do the others, textile and design technology has
remarkably improved over time, making the industry ever more competitive.
Only recently has innovation and advancement also meant creating proper athletic lines
for women, another way in which the market has successfully dipped its fingers into more
consumer segments. “Some analysts attribute the growth in sales to an intrinsic change in the
way activewear is designed. ‘Historically, what had been available to women were items based
on a men's item that were just made smaller and turned a flattering color like pink,’ said Scott
Key, senior vice president and general manager of Athleta. ‘Women athletes expected more.’”.9
Today, brands are designed with this “crossover” between exercise and fashion in mind, and use
it as an opportunity for growth. With women’s participation in sports soaring, American Sports
Data Inc. says that, when it comes to athletic footwear, “growth is especially hot among girls
ages 6 to 11 who are the $14 billion sports shoe biz's future: Their participation in everything
from roller hockey to soccer has jumped 86% just since the late 1980s.” Similarly, according to
NPD Group, which tracks the market of athletic footwear, since the mid-1990s, women have
bought more sneakers than men have.10 Since athletic brands have continuously been innovating
and developing better products that appeal to a wider audience, the attitudes towards the products
have changed. With time came advancement, and with advancement came change, and the
degree of change in the opinion towards the casualization of athletic clothing has been vast.
By targeting both men and women, by creating taglines and using celebrity athletes to
inspire buyers, and by consistently innovating and conforming to socio-cultural trends, the
sportswear industry has evolved remarkably well and quite quickly. It is without a doubt that the
active lifestyle of today differs greatly from the lifestyle of the 1960s or 70s, and so it is only
logical that fashion trends between the two eras differ as well. Today, it is clear that sportswear
has become socially acceptable and socially desirable form of streetwear, whereas in the past
several decades, that was not so much the case. Mintel’s Smith acknowledges that the “growth in
the fitness clothing market is driven by an overarching trend toward casualization as consumers
are shifting expenditures from other categories into activewear, causing the market boundaries to
8
Ibid.
Adrianne Pasquarelli. "Activewear makes it onto the runway". Crain's New York Business. 2011
10
Joan O. Hamilton. "A shoe of one's own: athletic shoemakers discover a huge market in team-sports shoes designed just for
women." Business Week. EBSCOhost.
9
blur as activewear for exercising blends into daywear for leisure purposes.”11 The athletic
apparel that one sees being worn inside the gym today is also seen outside of it due to the
healthier and more active lifestyles of the nation’s people and the product innovations of the
industry’s top companies. Now more than ever, brands are appealing to many consumer
segments, allowing for steady market growth while other markets may only be experiencing
peaks and dips or plateaus. This growth is due to a combination of factors, but what it truly
shows is the shift in perception and use of athletic apparel over time, demonstrating that today,
sportswear is no longer used within the confines of gym walls, but is now seen just about
everywhere one goes.
Data Collection Method
To gather data, our plan consisted of conducting a survey using the University of
Richmond student body as our sampling pool, as well as interviewing a specialist in the field of
athletic apparel. The results of the student survey provided us with a foundation on how our
particular generation views the casual wearing of athletic clothes. We expanded our research and
11
Diana Smith. "Fitness Clothing." Mintel Reports: Academic Edition (Mintel Oxygen), 2014.
results by interviewing a Dick’s Sporting Goods’ store manager. We did this because the store
manager would be a person who, we felt, was an expert on the industry.
In order to obtain accurate data on the market being researched, the student survey
contained a spectrum of questions pertaining to sportswear, class dress, and the social perception
of each. The survey consisted of one question that collected data on an interval scale (from 1 to
7), five questions that collected data in an ordinal/rank manner, and four questions that took
categorical data. Interestingly enough, social media sites proved useful for the data collection; by
placing our survey on a number of social media sites we were able to obtain quite a large array of
respondents. Additionally, the Dick’s Sporting Goods’ manager was asked questions regarding
his personal opinions on the current market as well as about the store’s customers in order to
gain strong qualitative data.
Ultimately, the final data from our questionnaire/survey was collected from 143
respondents, gathered and sorted into graphs and charts in order for us to discover trends. In
addition, the qualitative data that we gathered from the interview was taken into account when
we drew conclusions about the change in attitude towards athletic apparel.
Data Analysis
you work out? (days/week)
How often do
Figure 1
0 days: 8 (5.9%)
20 (14.9%) 3
4 days: 31
(23.1%) 5 days:
1 day: 14 (10.5%) 2 days:
days: 24 (17.9%)
0 1 2 3 4 5 6 7
14 (10.4%) 6 days: 12 (8.9%)
7 days: 11 (8.2%)
Do you wear athletic clothing only when you work out?
Figure 2
Do people wear athletic clothing casually?
Strongly Agree: 68
Agree: 57
Neutral: 10
Disagree: 5
Figure 3
Strongly Disagree: 1
Did people wear athletic clothing casually 20 years ago?
Strongly Agree: 7
Agree: 14
Neutral: 24
Figure 4
Disagree: 69 Strongly Disagree: 27
Are you surprised if you see someone wearing athletic clothing outside of the gym?
Figure 5
Yes: 2
A little: 20
Not at all: 119
Do you consider people who wear athletic clothing outside of the gym “sloppy”?
Strongly Agree: 4
Agree: 27
Neutral: 38
Figure 6
Disagree: 60 Strongly Disagree: 12
As our data shows, the weekly and daily lifestyle of an average individual is extremely
active and increasingly so. Clothing style is at the forefront of today’s trends. Whether it be
seasonal or monthly, fashion trends are evolving from what they were twenty, ten, and even just
five years ago. Today’s “fashion” includes: Nike sneakers, athletic shorts, graphic tee shirts,
leggings, chic hoodies, etc. Athletic clothes are no longer exclusively gym clothes, but are also
considered to be both fashionable and acceptable in nearly all non-professional settings.
Our quantitative data reinforced our hypotheses about the change in attitude towards
sportswear over time. We found that the average amount of days per week that respondents work
out is 3.5 days/week, a very unsurprising number due in part to the active lifestyle trend of today.
Additionally, with a p-value of .005, there was enough statistical significance to say that those
who “dress for comfort” are more aware of fashion trends than those who “dress for style”.
Individuals who “dress for comfort” are more aware of today’s fashion trends and also work out
more days a week (3.4 days) than those who said they dress specifically for style (2.7 days).
Thus, we were able to draw the conclusion that those who live a more active lifestyle and work
out more often, dress more “stylish” by today’s standards, as they are dressing quite casually and
comfortably. The casualization of clothing might have been gradual over the years, but today,
individuals are embracing this trend and living more active, healthier lifestyles.
Our findings were then augmented when the data showed that roughly 66% of those
surveyed said that they wear athletic clothes casually (Figure 2), and 96% held the perception
that today people do indeed wear athletic clothing causally (Figure 3). These numbers are
significant within themselves as they show that in 2015, sportswear is streetwear. What makes
the numbers that much more unique and relevant is that only 20% of respondents felt that athletic
clothes were worn casually 20 years ago (Figure 4). This demonstrates the change in clothing
trends and the perception of sportswear over time.
The change in attitude towards athletic clothing is even more justified through the
analysis of our qualitative data. The Dick’s Sporting Goods store manager, who was a father of
college aged students, was not only was aware of the evolving trends but was participating in
them as well. He discussed the standards of wearing athletic apparel when he was a teen, versus
the standards in today’s society. He has watched the transition of fashion both in his customers,
as well as his children, and is now finding himself mimicking the style. He said that “everyone”
is the target market, and that athletic apparel has a “true fit” for everyone t He also stated that he
wears sweatpants and casual clothing on a regular basis. Furthermore, he admitted that while he
has worn athletic clothes casually in the past; nowadays, he can dress casually due to the
evolving trends and the relaxation he gets from wearing the clothing. The informant agrees that
sportswear is much more common and is excited to see how it evolves in the years to come. The
second interview with the University of Richmond student characterized how adolescents view
athletic wear today. The respondent justified our findings by discussing how he believes
sportswear is casual and common, and how he himself participates in the “sportswear as
streetwear” fad on a daily basis. He felt that students no longer think it is necessary to dress
nicely to class, and are inclined to dress for comfort. He felt there was a more of a push now,
than ever before, to wear athletic apparel. As a result, people were wearing these outfits
frequently since they have a great deal of athletic clothing in their closets/wardrobes. Both the
interviews, and subsequent data gathered, reinforce the idea that the athletic clothing market has
evolved and grown in such a way that the clothing is stylish, comfortable, and above all trendy.
Today’s trends differ greatly from the past, and what was considered “in” just a few years
ago. Social media, athletes, and pop culture icons are at the forefront of today’s trends and
catchphrases. Nearly all of today’s most popular athletes either endorse a brand or have their
own clothing/shoe line as an addendum of that brand (i.e. Kevin Durant, Lebron James, Lionel
Messi). Even music icons such as Kanye West and Drake endorse their own clothing lines. These
individuals are extremely successful, and the products that they endorse are considered “trendy”
or “in”. These clothing lines are casual, yet chic. The clothing includes: sneakers, shorts, tee
shirts and sweatpants, not the traditional, formal clothing of the past.
Ultimately, what our data shows is that the “nice clothing is trendy clothing” standard no
longer holds true today, and seeing someone wearing athletic attire is no longer uncommon site
at all. The evolving fashion trends have become casual and comfortable,without losing any of the
style. From our data, we concluded that there has been a significant change in the attitude
towards sportswear as casual, everyday wear, and the modern consumer reflects this in everyday
life. The fast paced lifestyle of school, a job, working out and more is reflected in the casual
clothing that all generations now wear.
Appendix:
Digital Story Narrative: “Why We Chose Our Topic”
When you are sitting in class and you look around, what do you see your classmates
wearing? When you are at the mall, what kinds of clothes do the other shoppers have on? Today,
it is exponentially more common to see people wearing sports clothes out and about than it was
in the 1960s or the 1970s. Decades ago, virtually all university students would have been seen
dressed in slacks and sweaters, blazers and button-downs, skirts and dresses, etc. But today, we
look around and top retailers such as Chanel and Tory Burch are creating athletic clothing lines.
Supermodels are wearing Nike sneakers paired with pressed trousers on the streets of Fashion
Week and Lululemon leggings are worn as often to the grocery store as they are to lunch or
dinner.
It goes without saying that what we wear to school or to the mall today differs greatly
from what our family members wore when they were young, but what has this progression
looked like? Fifty years ago, the everyday individual dressed in a very put-together manner,
regardless of whether they were going to work, the store, or out for a casual stroll. Even school
children were dressed to a tee- boys wore khakis and ties, and girls wore dresses and skirts, no
pants or shorts for them thats for sure! This trend carried over into the 1970s as students and the
everyday consumer dressed up for even the most minor events. The concept was “dress to
impress” and it stuck. It wasn’t until the next decade - the 1980s - that athletic clothes really
started to transfer from inside the gym walls to outside. Jane Fonda and the aerobics craze of the
80s changed the market entirely by jumpstarting the obsession of sweatbands, bodysuits, and legwarmers as casual everyday clothing, not just as essential work out items. The sportswear
industry took off! Although it would be another decade or so until sportswear designs would
truly transfer over into streetwear, the stage was set for a transition in fashion. The clothing
trends of the 1990s were much more casual and comfortable, as jeans, sweaters, short sleeves
button-downs, and shorter - as well as presumably more comfortable - dresses became a part of
everyday life. As the new millennium rolled in, a time for an even more relaxed streetwear style
marked with elements of sportswear also arrived - athletic shorts, casual tee shirts and polos,
sweatpants and tee shirt dresses were seen everywhere. Slacks and ties, and Mary Janes and
pressed skirts became a thing of the past, wearing comfortable and casual clothing became the
new, hot trend. As we all know, sneakers, basketball shorts, leggings, and tank tops are not only
normal by today’s standards, but are also desired. They are mixed with nice tops or fancy shoes
and accessories in order to be worn in circumstances that require fancier clothing - but, they are
nonetheless still there. Why? Because sportswear has become streetwear.
As athletic clothing continues to evolve into a better mixture of functionality,
comfortability, and attractiveness, the more popular the products become. Today, it is not only
athletes and workout fanatics that buy and wear athletic clothing, it is society as a whole. Our
nation’s culture and style has changed.
We chose to study the market of athletic clothing because we noticed that there has been
a significant change in popularity and attitude towards athletic clothing. Because fashion is such
a huge part of culture and identity, we thought it necessary, and interesting, to explore how
sportswear is defining individuals, as well as society.Today people wear athletic clothing on a
regular basis; going to school, going shopping, going to eat, etc. By looking at what was
considered “streetwear” throughout the past 50 years, it is clear that the concept of sportswear as
streetwear has been established, and that this new trend is rapidly changing the fashion world,
and society, as we speak.
Quantitative Data:
Data Collection Template:
1. Are you aware of the current fashion trends?
a. Yes
b. No
2. If “Yes” to Question 1, do you follow them?
a. Yes
b. No
3. Do you dress for comfort or style or both?
a. Comfort
b. Style
c. Both
4. How often do you work out? (days/week)
a. 0
b. 1
c. 2
d. 3
e. 4
f. 5
g. 6
h. 7
5. Do you wear athletic clothes only when you work out?
a. Yes
b. No
6. Does the athletic clothing brand matter?/Do you buy clothes based on brand?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
7. Do you think people wear athletic clothes casually?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
8. Do you think people wore athletic clothes casually 20 years ago?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
9. Do you think people come off as “sloppy” or “not put-together” if they are wearing
athletic clothes outside of the gym?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
10. Are you surprised if you see someone wearing athletic clothes and they are not working
out?
a. Yes
b. A little
c. Not at all
Qualitative Data:
University of Richmond student wearing athletic clothes to class:
1. Are you wearing athletic clothes because you just came from or are headed to the gym?
a. “No, I am coming from one of my classes.”
2. Why do you prefer to wear athletic clothes to class instead of other clothes?
a. “They’re more comfortable at times, and I don’t think others will think I’m a
“bum” or lazy for wearing them.”
3. Take me back to when you bought these clothes; why did you purchase them as
compared to others? Did you purchase them with the intention of wearing them to class
or for sports? Talk me through it.
a. “Generally when I but athletic clothes I buy them with the intention of wearing
them for sport, however sometimes I wear them casually and to class. If it is a
4.
5.
6.
7.
8.
higher quality article of athletic clothing I will likely only wear it for athletic
purposes. I purchased them because I liked how they look and felt.”
Does brand influence your personal choice of athletic clothes? If so, why? If not, why
not?
a. “Yes, I prefer Under Armour over other brands. I do not always buy name brands.
It depends on my intention for the clothing, the more casual the less I care about
brand name.”
Tell me your process of getting dressed this morning, how and why did you pick out that
outfit today?
a. “I was out late last night and had an early morning so I put something on quick
that I thought would be comfy, and still acceptable to wear out.”
Do you feel different when you are wearing athletic clothes compared to street clothes in
class? How so?
a. “Yes, I find there is more comfort in wearing athletic clothes. I do not feel as
stylish when I am wearing athletic clothing in class however.”
Why do you think people didn’t wear athletic clothes as often 20 years ago?
a. “Shorts were much shorter, pants baggier and those clothing items were not
socially acceptable to wear out during that time period.”
What’s your opinion on why people are more progressively wearing athletic clothes
casually nowadays?
a. “People are starting to realize that you don’t need to always dress really nice to go
to class. There is more advertising and a push to wear athletic clothes frequently
and so people are more inclined to buy them. When people have more of one item
of clothing (i.e. athletic) they’re more inclined to wear that item with
consistency.”
Dick’s Sporting Goods store manager:
1. What is your opinion on wearing athletic clothes outside of working out?
a. “Comfortable, they provide compression which provides relaxation or a remedy
for minor ailments, more soothing, breathable. Athletic apparel has changed
dramatically.”
2. What is your take on the market of athletic apparel? (i.e. expanding, appealing to younger
people)
a. “Appealing to everyone, has a purpose and a true fit for everyone. Not just a style
but a comfort/remedy provides many features where as it used to be cotton and
mesh.”
3. Who are your main customers? (age/gender etc.) What are they typically wearing/look
like?
4.
5.
6.
7.
a. “Everyone. They see athletic apparel is nice in appearance but they see the
benefits to it. More people are exercising and the clothing makes you want to
exercise, also due to appearance. New athletic apparel makes you want to
exercise, no full knee braces. technology helps. Wearing clothes of many styles,
age groups dress different. Dark color for older, and brighter colors for younger
due to trends.”
Have you noticed a change in your customers physically or their consumptions? (Ex:
customer pool is getting younger; more people are buying Nike products than any other;
customers wear athletic clothes)
a. “Customer is expanding, because so appealing to everyone, more people will
purchase everything. Nike, Under Armour, Reebok, Adidas. Everyone finds niche
in genre and people find niche of what they want and prefer. Older people buying
brighter colors to stay with the trends. Brighter colors reflect, so more people
walk outside, protection.”
What do you wear on a day to day basis when not at work?
a. “Sweats, no brand specific, basketball shorts, all sneaker types for different
activities. Technology helps. Compression shorts and socks. Bright colors for
some and not for others.”
When you were our age what did you wear to school?
a. “50/50 nice vs athletic. At that time athletic clothing wasn’t appealing, basic
cotton sweats, Russell sweats, champions, converse. No big name brands of
today. Seen evolving brands and technology in athletic apparel is great for
everyone.”
Have you noticed older generations are coming in more now?
a. “Big push to be healthy nowadays and older people purchase this because
exercising because they work with younger generations. Trying to keep up with
trends of today, and bridge generation gap to stay a part of their kids and
grandkids lives. Everyone can become part of every workout and look good doing
it.”
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