Sports Suits Are The Way To Go. Fashion Industry Needs To Grasp Business Opportunities.

In the past year, there has been a fashion that has been popular among celebrities. It has been everywhere. 　

Winnie Harlow recently visited the Instagram headquarters in the bright pink Tier Nyc sports suit. Jessica Alba wears a red sports suit in its latest TikTok daily dance video. Comedian James Corden often wears a Gucci sports suit to enter the CBS Losangeles studio. Priyanka Chopra's airport model chooses a white cashmere Mandkhai sports suit, Gigi Hadid is wearing a banana yellow Cotton Citizen sports suit to fly to New York. In addition, Leandra Medine and Arielle Charnas and so on net red often on the Instagram drying colorful sports suits.

Today's sports suit is a bit similar to the Juicy Couture tight terry cloth sportswear, which was popular nearly twenty years ago. They fit well without being tight and loose on the body rather than hypertrophy. They often use a single color and pastel tonal, and reduce brand imprint as much as possible.

"Sports suits need to show the casual wind in 1970s," said designer Scott Sternberg. His basic clothing brand Entireworld won a number of loyal fans with colorful sports suits: "the profile must be stiff and loose, not too big, but not tight." Trousers may be very difficult to make: to show straight lines, but they must not be like those underpants.

As most celebrities are leading the trend, many ordinary people also want to follow suit, and brands at all price levels are competing to seize this business opportunity. In the high-end market, Net-a-porter's Nili Lotan knitted cotton sports suit sells for $500, while Farfetch's Yeezy Sunday Service sports suit sells for $470. The British fast fashion brand Boohoo and Pretty Little Thing push pink coloured sports suits retail prices to $14, while sportswear brand Outdoor Voices's designated sports suits are priced at $150, and theoretically can be worn during exercise. In February, Gap vigorously promoted the colorful cotton sports suit, and designer Sandy Liang also followed this trend, and jointly launched the parent child sports suit series with the children's wear brand Two Bridges.

"Sportswear has changed from casual wear to everyday clothes," says Shefali Shah, chief merchandise officer of Bandier, a sports leisure clothing boutique. Bandier's sports suite sales grew by two digits.

Recently, many brands have been putting together sports suits. On the one hand, they are extremely popular in sports suits. On the other hand, they are easy to make and cost low, that is to say, sports suits can bring considerable profits to the brand if the style and type are well done.

The sports suit and its athletic suit were the basic sports equipment in 1970s. By the 1980s, hip-hop culture helped them rush into people's daily life. In 1990s, luxury brand sports suits began to develop.

In recent years, there has been a wide range of clothing casual trend in the society. Financial practitioners have replaced the thick short coat for the down vest, and the ladies wear the Yoga Pants out of the gym energetically, and the designers wear sports shoes to T. With this trend, sports suits are also on fire.

"The more successful people are, the less they need to wear formal clothes, that is, to wear sneakers and sports suits," said Samuel Krost, founder of Krost, a street apparel company. "It is a norm for venture capitalists to wear sports pants to attend the meeting on Tuesday. It's not cool to dress too formally when you go to work. " Krost is headquartered in New York, and its sports suit sells for about $300.

In 2018, with the Kendall Jenner and Justin Bieber stars being photographed by the paparazzi in the monochromatic sports suit, the trend began to spread to the public. Many brands such as Sternberg Entireworld and the luxury casual wear brand Madhappy supported by LVMH group also ushered in the rapid development of the sports suit business. Recently, fashion icons such as Kayne West, Kim Kardashian and Hadid sisters wear sportswear almost every day to treat it as a luxury luxury product.

"The most important concern now is to make my customers wear comfortable, good-looking and fully used clothes, while high-end sports suits can meet these points simultaneously," says Cassandra Sethi, a New York stylist. She often buys sports suits for Pam & Gela and Italic for her customers.

The brightly colored sportswear is attractive on Instagram, which undoubtedly encourages the sports suit. In addition, the younger generation who reads "Netflix is equal to dating" believes that it is better to stay at home rather than go out, so the comfortable and mirror fashion sports suits become their essential products.

"When the street clothes are on the road, people will buy nice hoodies to match their underpants, but nowadays, with the popularity of the Instagram culture, people are turning to sports tops and sports pants, because this is a relaxed and effortless" modeling, "said Peiman Raf, Madhappy co founder.

Some trend watchers believe that sports suits naturally play the role of bottompants and become a new hot spot. And Lululemon, Alo Yoga and Beyond Yoga brands are also selling sports suits in the trend of Bottomwear.

"I think people are ready for the next big hot spot, and sports suits don't need to worry about not looking good," Sethi said. "They fit for every shape and cover up the fat and thin."

Because there are too many brands to provide customers with sportswear "modeling", the field is becoming increasingly crowded. Champion has been doing sports suits for decades, and the brand has its place, and Amazon also poses a threat: the e-commerce site is full of cheap sports suits sold by unknown sellers.

Sternberg said that if a brand wants to pay a premium, it is very important to invest in fabrics. Entireworld has been buying French terry cloth from Japan.

"Because of the small size of the company, we are not competitive in price, but some customers value the nuances very much - they will spend money on clothes with specific tactility." He said.

Krost points out that the brand image of a sports suit must be subtle and obvious. The sleeves of his sports suit are small patches, which look simple but not brand specific.

"This product should be enough for shoppers to have a sense of belonging in which I am in." He said.

Liang points out that luxury sports pants are a good entry point for high-end brand designers: "some people may not be able to afford big clothes, but they can afford to buy a pair of sports pants. This is the first step to reach the brand. " She said.

In addition, there are brands that treat basic cotton fabrics as luxury goods, including the claim that they are made of organic cotton or regenerated cotton, and by hand sewing and hand dyeing to increase the high-end texture. Losangeles Cotton Citizen and other brands do this.

"Shoppers will pay a premium if they have a detailed understanding of the quality," Shah added. "If there are different colors and versions, they will buy them again and again, three times."

The fashion trend is coming and going, and the hot selling period is always very short.

Sternberg points out that for the successful brand of sports suit business, it is important not to rely too much on this trend. For example, Krost has opened a new path to introduce colorful men's cotton suits.

"A sports suit is like a carrot (shaking), but our next job is to tell them why they want to buy other kinds of products." He said.