For a while now, we’ve thought the athleisure trend was everlasting. Because honestly, there’s nothing better than comfortable looks being in style. But, the fairy tale might be over, according to Reuters.
Lululemon Athletica, the company that spearheaded the athleisure movement, has seen signs of athleisure’s decline in recent months. As a result, Lululemon’s stock is trading lower than its five-year average, and that’s got analysts wondering why.
The reason might be a shift in what consumers want. The apparel world seems to be moving away from athleisure, in favor of denim. According to Mizuho Securities analyst Betty Chen, consumers are buying ripped and distressed jeans, as well as “retro” athletic styles. Unfortunately for Lululemon, those callback athletic looks are more in line with Adidas’ and Puma’s collections.
For those suppliers and distributors planning to push athleisure looks in 2017, don’t panic. While athletic looks might not be as hot as they were in 2016, end-users will still need them for their gym sessions and other errands. However, it might be time to start looking at other options to expand your portfolio.
