April 13, 2016 — Ivy Park doesn’t hit shelves for another day, but for all intents and purposes it’s already sold out. One of its two founders is Beyonce Knowles, the most famous woman in the world, and athleisure is the most popular trend in that world.
Ivy Park’s initial run, arriving Thursday, will have enough plain novelty to be a quick win for all involved. But long term it won’t be that easy.
Athleisure is a market already saturated with lines from the world’s biggest brands, each promoted by a famous face, Kate Hudson’s Fabletics, Rihanna for Puma, Caitlyn Jenner for H&M to name three. And there are even more coming.
To understand exactly what Beyonce and her Ivy Park partner Sir Philip Green are up against when they take on athleisure we’ve compiled the stats behind the trend as it stands today.
All data below is current as of April 11, 2016 and is reflective of the womenswear market in the US and UK. We’ll also be tracking Ivy Park (and every other athleisure brand out there) as it happens on April 14.
Joggers and Sweatpants
Since the start of April, there's been a 7% increase on athleisure joggers for women in the US and UK compared to a year ago.
There’s competition yes, but there are also opportunities. Of athleisure joggers, 36% are currently discounted, by an average of 36%. That’s a lot higher than you could reasonably expect for a trend considered alive and well. The good news is that 13% of styles that sell out are replenished, and of all pairs on the market, 23% have had their price increased.
By the numbers: women’s joggers/sweatpants in the US and UK
Percentage of total jogger and sweatpants offering new-in since January: 8%
Increase in Q1 2016 vs Q4 2015: 5%
Retailers with the most market share
Forever 21: 2.3%
Boohoo: 1.9%
Adidas: 1.7%
Abercrombie & Fitch: 1.4%
Nike: 1.3%
36% of all available pairs are discounted
36% is the average discount
13% of all sell outs are replenished
23% of all available pairs have seen their price increased
Average price: $100.80 (high: $3,300 / low: $3.99)
49% retail on the mass market
17% in the premium market
15% are in the luxury segment
Running shorts
As the northern hemisphere slowly siphons the daylight, warm weather and ability to eat meals on terraces from the southern hemisphere, running shorts are set to have a great summer. In the last three and a half months, the women’s running shorts offering in US and the UK has increased by 7%, compared to the same period a year ago. They’ve done well too, selling out in just 29 days in average.
By the numbers: women’s running shorts in the US and UK
103% increase in Q1 2016 vs Q4 2015 (shorts not so big in Fall)
8% increase in Q1 2016 compared to Q1 2015
31% of all available pairs are discounted
38% is the average discount
10% of all available pairs are replenished
44% are retailing in the mass market
Hoodies
We’ve observed more than 1,700 athleisure hoodies launch for women in the US and UK since March 1, 2016, making up about half of the options that have come online at relevant retailers since the new year.
At a pretty steady rate of 1,000 new womenswear hoodies dropping every month, getting noticed is going to be pretty hard, and holding that attention somewhat harder.
By the numbers: womenswear hoodies in the US and UK
Percentage of total offering new-in since January: 53%
Percentage new-in since March: 25%
Retailers with the most market share
Superdry: 5%
Nike: 3%
Adidas: 3%
Forever 21: 3%
Under Armour: 2%
33% of all available hoodies are discounted
34% is the average discount
12% of sell outs are replenished
21% of all available hoodies have seen their price increased
Sports Bras
Since the beginning of 2016 the combined US/UK sports bra offering has almost doubled. And of those available styles, 22% of those have had their prices go up in their short lifespans. Additionally, they have the highest replenishment rate in athleisure at 15%.
Sports bras are also one of the most evenly distributed items within their price range. There’s virtually as many sports bras priced $20 or below as there are between $20 and $40. And up one notch from there, between $40 and $60, the number dips only slightly 23%.
By the numbers: sports bras in the US and UK
New-in since January: 49%
Retailers with the most market share
Forever 21: 11%
Nike: 7%
Adidas: 3%
Shock Absorber: 3%
Under Armour: 2%
30% of all available pairs are discounted
31% is the average discount
15% of all available pairs are replenished
22% of all available pairs have had their price increased
Average Price: $38.48
32% of the options between $0-20
31% of the options between $20 - $40
23% of the options between $40- $60
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