More people are buying activewear pants than denim, according to a recent study by the NPD Group, a global information company.
The report stated that sales for “active bottoms” such as yoga pants, sold by Vancouver’s very own lululemon, “have seen a dollar sales growth of nearly 14 per cent in the past year.”
Meanwhile, denim is on the decline with both unit and dollar sales taking dips (3 and 5 per cent, respectively) in the 2013 calendar year – and activewear bottoms such as yoga pants are to blame.
“There is always fierce competition in fashion to bring the next ‘big trend’ to market, and though denim is tried and true, consumers are quick to explore new styles,” said Sandy Silva, fashion industry analyst at The NPD Group.
“Nationwide we’re seeing gravitation towards more comfortable daytime styles, such as activewear worn as loungewear and pyjama-inspired bottoms dressed up to create a laidback, luxe look, all of which has begun to take its toll on the denim industry.”
Fashion retailer companies like Gap, Juicy Couture and Urban Outfitters are beginning to take notice and will be rolling out their own active bottom offerings.
It is expected that denim sales will pick up in August and September, when fall styles hit stores and back-to-school deals come into effect.
Featured Image: Yoga pants via Shutterstock