Deluxe Fitness

Sport is the new trend. In fact, it is ‘cool’ to work out nowadays. Millions of women have added themselves to, not only work out in gyms to be fit, but also to go running, or “deluxe walking”, which is basically going for a walk, but wearing clothes from well-known brands.

Women wearing these outfits, makes a difference for luxury multinationals and their results. This business is growing at a steady pace thanks to this. The global market will grow $178,000 million until 2019, according to American investigation business Trefis. In 2013, the purchase of women’s sports clothes reached $11,000 million, 9% more than the previous year. This tendency is still growing with the help of celebrities who add themselves to this cause and marketing.

Big luxury enterprises are launching their Fitness clothes again this autumn, destined especially to women, with new designs that are exclusively for women. Puma, the large deluxe unit of the Kering Group, is the most representative exponent of their new campaign. A revival that is strongly linked to the new trend of walking and running and to women who still want to wear their favorite brands when doing sport.

The multimillionaire contract Rihanna signed to be the Puma creative director a few months ago, the new garments designed by Alexander McQueen, and the signing of Fernanda Brandao and Sophia Chang – among others – have given the brand the glamour it lacked. In addition, Puma has announced a new sport luxury eyewear collection, which will be launched next January and will be called “Collezione Uno”. Also, they have the goal of selling the perfect complement for working out outdoors with the new technology.

Puma is not the only brand that has strongly linked women and fitness, though. This concept that positions brands at their highest points has also been chosen by brands such as Dior or Channel, which already own a sneaker and sport clothing line. In fact, Raf Simons presented in Tokyo their new sneakers line Fusion, which have been a sales hit. Sneakers embellished with hand-sewn flowers – and in some cases, with manga-inspired Austrian crystals. Dior responded with this kind of sneakers two seasons ago in respond to Channel, when the genius Karld Lagerferld dressed up Cara Delevingne in housewife’s clothes with Channel sneakers and a classic work-out clothes (including ripped pants) and brought her to a grocery shop.

Actress Kate Hudson launched herself to the merchandising market initiating her own sport clothing line called Flabetics, where she tries to combine sports, and Earth-friendly, cute, comfortable clothes. An outfit for the gym that combines Lulemon, Nike, or Adidas can easily reach a $200 budget in the United States. What Kate Hudson offers is a high quality brand with lower prices, which are not higher than $60. This is an amazing offer comparing the prizes of different brands of yoga clothes. “I want women to be able to afford great quality while being fashionable”, claims KH. Hudson has been able to take advantage of post-workout style and fashion. The growth of the work out clothing sector may be unlimited during the next decade. 

Disclosure: The author is not responsible for the views expressed in the article. The text has been written freely expressing ideas, without receiving any compensation. The author has no business relationship with any of the companies whose shares are listed in this article.