Leisurewear wear has been a growing trend in recent years, catering to consumers who seek comfort, versatility, and style in their activewear choices. Research indicates that athleisure is not only popular for gym sessions but also for everyday wear, making it a lucrative market to tap into.

Location: Brooklyn, New York

Product Classification: Athleisure Wear

Research and Rationale:

1. Market Demand: According to industry reports and trend analyses, the demand for athleisure wear has been steadily increasing, driven by factors such as a growing focus on health and wellness, an emphasis on comfort in clothing choices, and a rise in remote and flexible work arrangements.

The global athleisure market is poised for significant growth, projected to reach USD 626.79 billion by 2032. This expansion is fueled by several key factors. Firstly, the growing fitness industry, driven by concerns over chronic lifestyle diseases, has led to a surge in gym memberships and sports participation. Athleisure wear meets the demands of this active lifestyle by seamlessly blending fashion with functionality, appealing to individuals seeking versatile apparel for both workouts and leisure activities. Secondly, athleisure leverages current fashion trends, offering stylish yet comfortable clothing suitable for everyday wear. The influence of social media influencers promoting fitness lifestyles has further propelled athleisure into the mainstream, attracting health-conscious and fashion-forward consumers. 

2. Target Audience: Brooklyn, known for its diverse and active population, provides a fertile ground for an athleisure-focused store. The borough’s vibrant street culture, fitness-conscious residents, and casual lifestyle make it an ideal location to cater to a wide range of customers seeking stylish and functional sportswear.

The target audience for a unisex athleisure wear brand encompasses a diverse range of consumers with distinct preferences and lifestyles. Firstly, active and fashion-forward individuals who prioritize both physical activity and style find athleisure appealing due to its versatility and functionality, making it suitable for various activities from workouts to casual outings. Secondly, the gender-inclusive nature of the athleisure market attracts both men and women, with brands offering unisex designs that blur traditional gender boundaries, catering to a diverse customer base seeking gender-neutral clothing options. Additionally, urban dwellers, particularly the youth in areas like Brooklyn, NY, value the comfort, style, and versatility of athleisure, aligning with their vibrant street culture and emphasis on wellness. Lastly, environmentally and socially conscious consumers are drawn to athleisure brands that prioritize eco-friendly practices and ethical sourcing, resonating with their values of sustainability and responsible consumption.

3. Competitive Landscape: While there are existing sportswear retailers in Brooklyn, there is still room for a specialized athleisure store that offers a curated selection of high-quality, fashionable activewear for both men and women. By focusing exclusively on athleisure, ACTIVE SENSE can differentiate itself from generic sportswear stores and capture a niche market segment.

Some of the Key Market Players:

• Adidas AG
• ASICS Corporation
• Columbia Sportswear Company
• Lululemon Athletica Inc.
• Nike, Inc.
• Puma SE
• PVH Corp.
• The Gap, Inc.
• Under Armour, Inc.
• VF Corporation

4. Seasonality: Choosing the Spring/Summer season aligns with consumer behavior, as people tend to become more active and spend time outdoors during these months. Additionally, launching the store during this period allows for timely capitalization on seasonal trends and events like outdoor workouts, sports activities, and summer travel. These warmer months also provide the perfect backdrop for the lightweight, breathable fabrics synonymous with athleisure wear, ensuring comfort and functionality for wearers during outdoor activities. Moreover, spring and summer align naturally with the active lifestyles typically associated with athleisure, complementing trends in fashion and consumer behavior. With an increased demand for activewear during these seasons and ample marketing opportunities presented by outdoor events and sports activities, leveraging the spring/summer season can enhance Active Sense’s visibility, sales, and resonance with fashion-conscious consumers.

Inventory Planning:

1. Product Assortment:  ACTIVE SENSE’s product assortment will feature a carefully curated selection of athleisure wear designed to meet the diverse needs of its customers. For activewear tops, the brand will offer various options, including moisture-wicking t-shirts, breathable tank tops, and supportive sports bras crafted with high-performance fabrics to enhance comfort and performance during workouts. The bottoms collection will include versatile leggings with compression technology for optimal support and mobility, along with stylish joggers and shorts perfect for both gym sessions and everyday wear. 

In addition to tops and bottoms, ACTIVE SENSE will provide a range of outerwear options designed to withstand various weather conditions while maintaining style and functionality. This will include lightweight jackets and hoodies equipped with moisture-wicking properties and UV protection, ensuring comfort and protection during outdoor activities.

To complement the athleisure look, the brand will offer a selection of accessories such as hats, bags, and socks, designed with both fashion and function in mind. Whether it’s a sleek cap for sun protection during outdoor runs, a versatile gym bag with ample storage for workout essentials, or moisture-wicking socks to keep feet dry and comfortable, ACTIVE SENSE will provide the finishing touches to complete the athleisure ensemble.

Overall, ACTIVE SENSE’s product assortment will blend performance-driven activewear with stylish athleisure pieces, catering to the needs of active individuals seeking both functionality and fashion in their wardrobe choices.

2. SKU-Level Detail: Each category within the product assortment will be further segmented into subcategories based on style, fabric, and intended use. For example, activewear tops may include t-shirts, tanks, and hoodies, while bottoms may comprise leggings, shorts, and joggers

   For example, The SKU level detail for one of the activewear tops in ACTIVE SENSE’s product assortment:

Product: Active Performance Tank Top 

SKU: AS-APT-001

 Description: This tank top is designed for high-intensity workouts and features moisture-wicking technology to keep you dry and comfortable. It is made from a lightweight, breathable fabric blend that offers excellent ventilation, allowing for maximum airflow during intense exercise sessions. The racerback design provides freedom of movement, while the built-in shelf bra offers added support. The tank top is available in sizes XS to XL and comes in three color options: black, navy blue, and heather gray.

(This SKU provides a detailed overview of the specific activewear top, including its features, fabric technology, design elements, sizing options, and color variations. Each SKU within ACTIVE SENSE’s product assortment will have similar detailed information tailored to the unique characteristics of the product.)

3. Inventory Flow: At  ACTIVE SENSE, our inventory flow is meticulously managed to ensure seamless procurement and distribution operations. We start by sourcing high-quality materials from trusted suppliers, which are then transformed into finished athleisure wear products through our skilled manufacturing processes. These products are stored in strategically located warehouses, where our inventory management team monitors stock levels in real time using advanced software systems. To optimize inventory management and maintain a balanced assortment, ACTIVE SENSE will implement a dynamic replenishment strategy based on sales performance, customer feedback, and trend analysis. Regular assessment of inventory turnover rates will inform purchasing decisions, ensuring that popular items are adequately stocked while minimizing overstocking of slow-moving products. When orders are placed, our order fulfillment team swiftly picks and packs the requested items for shipping, utilizing multiple distribution channels to reach customers worldwide. We proactively replenish inventory based on sales data and customer feedback, while also adjusting our product assortment to align with seasonal trends and preferences. This comprehensive approach enables us to deliver premium athleisure wear products that embody our commitment to quality, style, and performance.

 In conclusion, the decision to focus on athleisure wear for ACTIVE SENSE is grounded in thorough market research, an understanding of consumer preferences, and a strategic analysis of the competitive landscape. By offering a curated selection of stylish and functional sportswear tailored to the diverse needs of Brooklyn residents, the store aims to establish itself as a premier destination for athleisure enthusiasts in the city.