NPD Group predicts a “second generation” of activewear
11/01/2017
Speaking at the start of the year, chief industry analyst, Marshal Cohen, explained that what this will mean will be activewear companies transforming their products to make them “less focused on performance and more focused on lifestyle”. But at the same time, he predicted that lifestyle brands will try to become “more active-oriented”.
Mr Cohen also predicted that natural fibres “will come to the rescue of activewear, and our noses”. He explained this comment by saying: “The apparel industry will begin to rebel against the negative properties of activewear, such as smell. Look for increased promotion of natural fibres calling synthetic fibres out on their challenges with odour and durability.”
He didn’t say if he though this would apply to the use of synthetic fibres in footwear, but he did say that “fusion” will be the key for shoes. The hybrid approach to activewear will carry over to footwear in 2017, he explained, adding: “The focus for feet will be less about dress and more about innovation and comfort.”
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