Características del mercado de ropa interior en EE.UU |

Memorias

Características del mercado de ropa interior en EE.UU

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AUGUST 2014 SHOWS

10

The US/Canadian Intimate apparel and swim market

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NEW FRONTIER OF THE INTIMATE APPAREL - ATHLEISURE

BY ANDREW SIA

BACKGROUND

• PUBLISHER OF THE E-JOURNAL FOR INTIMATE APPAREL • AVAILABLE QUARTERLY THROUGH ONLINE SUBSCRIPTION • MISSION STATEMENT: “TO MAKE THE IAJ AN INVALUABLE TOOL FOR THE INTIMATE APPAREL INDUSTRY FOR LEARNING, TRAINING, SHARING AND ASSISTING ONE ANOTHER”.

• MAIN FOCUS: TECHNICAL | SUPPLY CHAIN | SUSTAINABILITY | FASHION & DESIGN | MARKET INTELLIGENCE • PRODUCTS: INTIMATE APPAREL, SWIMWEAR, SPORTS BRA, ACTIVEWEAR ALIAS ATHLEISURE, LIFESTYLE

INTRODUCTION - ATHLEISURE

• MAIN FOCUS

Ø SPORTS BRAS

• OTHER INTRODUCTION (NOT PRESENTED THIS TIME)

Ø SHORTS Ø PANTS Ø TOPS Ø JACKETS

SPORTS BRA

• HISTORY • BREAST MOTIONS • DIFFERENT LEVELS OF CONTROL • CONSTRUCTION DETAILS OF THE SPORTS BRA • CHARACTERISTICS OF THE SPORTS BRA • BUSINESS OF ATHLEISURE IN THE US • RATINGS OF THE SELECTED SPORTS BRA • BRANDS ON THE WATCH-LIST

HISTORY

• FIRST “EXERCISE BRA” KNOWN AS “JOCKBRA” INVENTED BY LISA LINDAHL IN 1977

• PLAYTEX BOUGHT THE PATENT OF “JOCKBRA” AND STARTED WHAT IS THE SPORTS BRA TODAY

BREAST MOTIONS

• BREAST MOTION DURING EXERCISE

Ø VERTICAL Ø HORIZONTALLY Ø LATERALLY

• MOTION STUDY IN WOMAN’S RUNNING

Ø VERTICAL - 50%

Ø SIDE-TO-SIDE - 27%

Ø IN-AND-OUT - 27%

DIFFERENT LEVELS OF CONTROL

• “LIGHT” CONTROL - YOGA AND WALKING • “MEDIUM” CONTROL - CYCLING, POWER WALKING, JOGGING, DANCING, TENNIS, RESISTANCE AND WEIGHT LIFTING • “ULTRA” CONTROL - SOCCER, CROSSFIT®, BOXING AND KICK-BOXING, LACROSSE, FIELD HOCKEY, VOLLEY BALL, BASKETBALL, CHEER LEADERS, ENDURANCE SPORTS AND CROSS TRAINING

CHARACTERISTICS OF THE SPORTS BRA

• FABRIC MUST BE BREATHABLE, MOISTURE WICKING, • HIGH MODULE TO CONTROL AND SUPPORT • LIGHT WEIGHT AND FLEXIBLE • DURABLE AND LASTING • SOFT SEAMS • STRAPS PROPERLY CHOSEN • ADJUSTABLE BACK-CLIP • AESTHETICALLY ATTRACTIVE AND TRENDY

BUSINESS OF ATHLEISURE IN THE US

• SPORT ACTIVITIES

Ø WALKING - 80%

Ø CARDIO TRAINING - 47%

Ø AEROBICS - 41%

Ø RUNNING - 37%

Ø DANCING - 34%

Ø YOGA - 33%

RATING OF THE SELECTED SPORTS BRA

• BRAND IMAGE OVERALL • BRAND IMAGE FOR SPORTS BRA SPECIFIC • FUNCTIONALITY • COMFORT • SUPPORT • TYPE OF IMPACT • STYLE • COST $ • VALUE

BRANDS ON THE WATCH-LIST

• LULULEMON ATHLETICA - WWW.LULULEMON.COM