We’ve watched over the last several seasons as shoppers shun denim for yoga-inspired contemporary clothing. We saw this trend cementing in our back-to-school coverage last year, and it has shown no sign of slowing down since then. In fact just the opposite, as fresh West-Coast brands further define this mash-up of contemporary sportswear and athletic apparel. We see the expected post swim and sweat choices to dresses and jackets built with the same ease, comfort and style that women expect from their athletic apparel, and often in the same kinds of technical fabrics. While the big players have major share, the innovation is coming from brands such as Out Incorporated (pictured).
As retailers continually try to find newness in apparel that will drive purchases, we’re seeing this trend continue to affect product mix in the coming seasons, and we’ll be watching carefully to see who’s poised to win or loose this game.
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