How Online & Offline Sales Shape the Global Athleisure Market

The athleisure market has exploded in recent years, blurring the lines between athletic wear and everyday clothing. Consumers are increasingly embracing comfortable yet stylish activewear for workouts, errands, and even social outings.

This shift in consumer behavior significantly impacts the global athleisure market by distribution channels, with both online and offline sales channels playing crucial roles in shaping the landscape.

This blog delves into how online and offline sales channels are shaping the global athleisure market, exploring their unique advantages and how they cater to different consumer preferences.

We'll also analyze the evolving landscape and discuss how brands can best leverage both channels to maximize their reach and success in the athleisure market.

The Rise of Online Athleisure Sales

The convenience and vast selection offered by online retailers have fueled the growth of online athleisure sales. Here's how online channels are shaping the market:

Accessibility and Convenience

Online shopping allows consumers to browse and purchase athleisure wear from anywhere, anytime. This is particularly appealing to busy individuals or those in remote locations with limited access to physical stores.

Wider Selection

Online retailers often carry a broader range of brands, styles, and sizes compared to physical stores. This caters to diverse consumer preferences and ensures customers find the perfect fit and style.

Competitive Prices

Online platforms often offer competitive pricing due to lower overhead costs compared to brick-and-mortar stores. Additionally, online deals, discounts, and coupons further entice price-conscious consumers.

Targeted Marketing

E-commerce platforms utilize data analytics to personalize product recommendations and target specific demographics with relevant athleisure offerings. This personalized approach enhances the customer experience and increases conversion rates.

Social Media Influence

Social media platforms like Instagram and YouTube heavily influence athleisure trends. Online retailers leverage these platforms to showcase products worn by influencers and athletes, driving sales through social commerce strategies.

Also read: Exploring the Athleisure Industry: How Southeast Asia is Transforming Manufacturing

The Enduring Strength of Offline Athleisure Sales

Despite the surge in online sales, physical stores remain a significant force in the athleisure market. Here's why offline channels continue to hold value:

Tangible Product Experience: In-store shopping allows customers to try on clothes, feel the fabric quality, and assess the fit before purchasing. This is particularly important for athleisure wear, where comfort and functionality are key considerations. This tactile experience strengthens the value proposition for physical stores within the global athleisure market by distribution channel.
Personalized Customer Service: Sales associates in physical stores can offer personalized advice and recommendations based on a customer's needs and preferences. This level of service can be invaluable for those seeking guidance or struggling with online sizing charts.
Immediate Gratification: Physical stores offer the instant gratification of purchasing an item and walking out with it. This is appealing to customers who need athleisure wear for an immediate workout or activity.
Building Brand Relationships: Physical stores create a brand experience that goes beyond just products. Engaging store environments, interactive displays, and community events can build stronger brand loyalty and customer connections.
The "Try-and-Buy" Option: Some consumers prefer the "try-and-buy" approach, where they can try on clothes in a physical store and then purchase them online later, often at a discounted price.

The Evolving Landscape: Omnichannel Strategies

The future of athleisure sales lies in an omnichannel strategy that seamlessly integrates online and offline experiences. Here's how brands can benefit from this approach:

Unified Customer Experience: Customers should be able to browse products online, check availability in stores across the global athleisure market by distribution channel, and even order online for in-store pickup. This creates a smooth and consistent customer journey across all touchpoints.
Inventory Transparency: Real-time inventory visibility across online and offline channels ensures customers can easily find the desired products and sizes regardless of their shopping preferences.
Click-and-Collect: Offering click-and-collect options allows customers to order online and pick up their purchases at a nearby store, combining the convenience of online shopping with the immediacy of in-store collection.
Leveraging Data: Data collected from online and offline sales can provide valuable insights into customer behavior, preferences, and buying patterns. This data can be used to optimize product offerings, personalize marketing campaigns, and improve overall sales strategies.

3 Examples of Successful Omnichannel Strategies in Athleisure

While Lululemon, Nike, and Adidas are industry giants, other athleisure brands are implementing innovative omnichannel strategies to great effect:

Under Armour

Under Armour offers a "connected fitness" experience by integrating their mobile app with fitness trackers and workout equipment. This allows customers to seamlessly track their workouts and performance, potentially influencing future purchases of Under Armour apparel designed for specific activities.

Outdoor Voices

Known for its focus on community and sustainability, Outdoor Voices utilizes local pop-up shops and events to connect with customers in a physical space. This complements their online presence and allows customers to experience the brand philosophy of the athletic apparel industry firsthand.

Alo Yoga

Alo Yoga leverages influencer marketing effectively, partnering with yoga instructors and celebrities to promote their products. They also offer online yoga classes and tutorials, further connecting with their target audience and encouraging product use.

Leveraging Social Media and Influencer Marketing

Social media and influencer marketing offer a dynamic landscape for athleisure brands to connect with their target audience and drive sales across both online and offline channels. Here's a deeper dive into how brands can leverage these trends effectively:

Finding the Right Influencerssome text
1. Go beyond follower count: While follower count plays a role, focus on engagement rates and audience demographics. Partner with influencers whose audience aligns with your brand values and target market. Look for influencers who actively use and promote athleisure wear in their content.
2. Micro-influencers vs. Mega-influencers: Within the athletic apparel industry, micro-influencers (10k-50k followers) often have higher engagement rates and a more loyal following compared to mega-influencers (millions of followers). Consider a mix of both depending on your budget and desired reach.
3. Authenticity is Key: Partner with influencers who genuinely love and use your products. Consumers can easily spot inauthentic endorsements, so prioritize partnerships that feel natural and organic.
Creating Engaging Contentsome text
1. Move beyond static images: Utilize video content like workout tutorials, product demonstrations, and behind-the-scenes glimpses to capture attention and showcase product functionality. Consider collaborating with influencers on short-form video content like Reels and TikToks to leverage trending formats.
2. User-Generated Content (UGC) Campaigns: Encourage customers to share their experiences with your brand using a dedicated hashtag. This creates authentic brand advocacy and fosters a sense of community within the athletic apparel industry. Feature user-generated content (UGC) on your social media channels to build trust and social proof.
3. Livestream Shopping Events: Host live shopping events with influencers where they showcase products, answer questions in real time, and offer exclusive discounts. This interactive format encourages engagement and creates a sense of urgency for viewers to purchase products.
Measuring Successsome text
1. Track key performance indicators (KPIs): Go beyond likes and comments. Track metrics like website traffic, conversion rates, and discount code usage to understand the effectiveness of your influencer campaigns. Analyze engagement metrics on social media posts to measure campaign reach and brand sentiment.
Social Media Beyond Influencerssome text
1. Building a Strong Brand Voice: Develop a consistent and engaging brand voice on social media platforms. Respond to customer comments and messages promptly to build community and showcase responsiveness.
2. Storytelling and Brand Advocacy: Utilize social media to tell engaging brand stories and highlight your brand values. Showcase the athletes, designers, and sustainability efforts behind your products to build a deeper connection with customers.
3. Community Management: Actively manage your social media communities by fostering discussions, responding to inquiries, and addressing customer concerns. Social media platforms should be a space for two-way communication and building brand loyalty.

By implementing these strategies, athletic apparel brands can leverage the power of social media and influencer marketing to reach a wider audience, drive sales across channels, and build lasting customer relationships in the ever-evolving digital landscape.

This not only benefits individual brands but also strengthens the overall position of the athletic apparel industry by fostering deeper connections with consumers and driving market growth.

The Future of Athleisure Retail - A Seamless Experience

The athleisure market shows no signs of slowing down. As consumer preferences continue to evolve, brands that can seamlessly blend online and offline experiences will be best positioned for success. By implementing a robust omnichannel strategy, embracing social media trends, and prioritizing both convenience and human connection, athleisure brands can create a winning formula for the future.

Here's a quick recap of the key takeaways:

The Rise of Omnichannel: Consumers expect a smooth and consistent shopping journey across all touchpoints.
The Power of Data: Utilize data from both online and offline channels to understand customer behavior and optimize your offerings.
Social Media and Influencer Marketing: Build brand awareness, connect with your target audience, and drive sales through strategic social media campaigns and influencer partnerships.
Beyond Convenience: While online shopping offers ease, don't underestimate the value of physical stores in building brand relationships and fostering a sense of community.

The future of athleisure retail lies in creating a dynamic and interconnected experience that caters to the diverse needs and preferences of today's consumers across the global athleisure market by distribution channel.

By embracing innovation and focusing on both online and offline strategies, athleisure brands can solidify their position in this ever-growing and exciting market.

330 Trading Co.: Your Partner in Athleisure Sourcing

With over 50 years of experience in the supply chain industry, 330 Trading Co. understands the intricacies of sourcing high-quality athleisure products. We partner with leading manufacturers in Southeast Asia to bring you a diverse selection of activewear at competitive prices.

Here's what sets us apart:

Extensive Network: We have a well-established network of reliable manufacturers, ensuring you get the best products at the best prices.
Quality Control: We prioritize quality and ensure every item meets your specifications before it reaches you.
Seamless Communication: Our dedicated team provides clear communication throughout the sourcing process.
Customization Options: We offer customization options to help you create unique athleisure products that reflect your brand identity.

Let 330 Trading Co. be your trusted partner in the global athleisure market. Contact us today to learn more!