The activewear sector is a bright spot in the lackluster apparel and footwear market. However, growth in the sector is constrained by weak gains in wholesale retail channels. Amidst these changing dynamics, activewear brands have shifted their focus to driving growth and higher margins through vertical retail and direct-to-consumer e‑commerce. This year’s Index features a shakeup of traditional winners and the continued rise of the new guard of women's‑focused brands.
Activewear US 2018
May 7, 2018
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The activewear industry is outpacing apparel and footwear sales growth twofold in an otherwise lackluster retail landscape. Yet in a sector traditionally dependent on third party retailers, wholesale revenue for activewear retail is sluggish, requiring brands to ramp up their direct-to-consumer sales via superior site experiences. This video highlights the features brands are using to step up their site game—and highlights who's winning the competition. L2’s sixth annual Digital IQ Index: Activewear benchmarks the digital competence of 74 activewear companies operating in the U.S.