Hybrid fashion (athleisure)
The growing demand for more casual clothing that can be adapted to different everyday situations has driven a new segment of the fashion market, athleisure. The term defines clothing that is advanced in design and technology and can be worn for both physical activity and social occasions, without compromising on comfort and style. The global athleisure market was estimated to be worth US$ 360 billion in 2023 and is projected to grow at a rate of 9.3% per year until 2030.
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Hybrid fashion (athleisure)
Fashion tech pioneer in the athleisure segment in Brazil, with plans for international expansion
SCENARIO
High demand for clothes that combine style, comfort and versatility
Fashion tech pioneer in the athleisure segment in Brazil, with plans for international expansion
HIGHLIGHTS
The growing focus on health and well-being is driving up the demand for hybrid clothing, which can be used both for physical activity and in other situations.
Active lifestyle
The factors driving the increase in demand for athleisure are linked to profound cultural changes, such as the search for greater longevity, with quality of life, and the need for versatility and practicality in the fast-paced routine of the contemporary world.
Emerging demand
South and Central America accounted for just 2.6% of the global athleisure market in 2023. But the outlook is for them to follow the global trend in the coming years and grow at a rapid pace, driven by increased concern for health and well-being, says a study by Grand View Research.
New technologies
The emergence of new fabric technologies favors innovation and differentiation in the market. In addition to design and comfort, athleisure clothing usually has features such as moisture control, UV protection and antibacterial properties. These attributes are particularly strong among young consumers.
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