Consumer emphasis on activewear and accessories will likely continue, but also evolve in 2015
Port Washington, NY, February 19, 2015 – U.S. consumers spent $323 billion on apparel, footwear, and accessories in 2014, according to global information company, The NPD Group. The 1 percent increase compared to 2013, resulting in an additional $2 billion in sales, was driven primarily by growth in sales of activewear, athletic performance footwear, and bags.
“Casual and ‘athleisure’ have taken on a life of their own,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “This is no longer a trend – it is now a lifestyle that is too comfortable, for consumers of all ages, for it to go away anytime soon.”
Overall, U.S. fashion industries performed well in 2014, each experiencing some growth, though apparel sales remained basically flat compared to 2013. Women were the wearer segment that drove apparel sales, in footwear the focus was on children, and in accessories it was men.
Activewear was the clear driver across all consumer segments in apparel, especially among women where dollar sales increased 8 percent compared to 2013. In line with the athleisure and casualization movement, sales also grew among sports bras, polo/golf/rugby tops, sports jerseys, and leggings.
The footwear industry aligned with the apparel industry as athletic footwear, and more specifically performance styles, drove growth for men, women, and children in 2014. However, it was children’s athletic footwear that accounted for the largest dollar volume increase across the entire footwear industry, with a 9 percent increase in sales compared to 2013.
The gains across all accessories categories in 2014 were a reflection of growth in sales of products worn by men, especially bags with a 35 percent increase in dollar sales, and jewelry with a 24 percent increase.
“The status quo won’t work anymore, as the fashion industry has undergone one of the most dramatic makeovers in recent history – no doubt influenced by the Millennial consumer,” added Cohen. “There is an underlying sense of rebellion that comes through in today’s fashion, but self-expression and creativity also enter the picture, and history has shown that trends driven by such emotion are ones that evolve quickly. Designers and marketers alike need to be at the ready with something new and different that will evoke and reflect equally strong feelings for all consumers in 2015 and beyond.”
Source: The NPD Group, Inc. / Consumer Tracking Service, 12 months ending December 2014
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Checkout TrackingSM provides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns. Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.