Sports Bras are the choice of Millennial - Bra Trend evolution

Sports Bras are the choice of Millennial's - Bra Trend evolution

Comfort leads now the purchasing decision of millennial customers. The athleisure trends are shaping up consumers buying decisions. The body activity, comfort, with sizing ease and long-term comfort top-of-mind, Millennials start their bra wardrobe with sports bras and these seamless, activewear bras remain a wardrobe staple.

Sports Bra
Sports Bra
Sports Bra

 

Sports Bra

41 percent of Millennials say they wore a sports bra in the past seven days, that number was much lower, just 21 percent, among non-millennial women, according to the 2015 Bra Journey Insights report from global information company - The NPD Group.

As a large part of the women population today are practicing self-care through healthy and active lifestyles, the fitness apparel industry has boomed significantly. Whether you’re engaging in low-intensity physical activities like yoga, or more rigorous ones like running and cycling, your breasts need maximum support and comfort during these activities. 

The right sports bra offers a snug fit on your torso, which helps hold your breasts in place without restricting your breathing. Depending on your chosen physical activity, sports bras have different types and levels of support.  

For instance, encapsulation sports bras have built-in cups with light to heavy padding to support your breasts during high-impact activities. Some may also have underwires. Meanwhile, pullover bras look like tank tops with an elasticized lining at the bottom. Since this design doesn’t offer much support, they’re only suitable for low-impact exercises.  

Aside from support, the importance of comfort and function in sports bras can’t be understated. The right choice of fabric can make a huge difference in your experience. Most importantly, the bra’s material should be able to wick moisture away from your body, such as cotton, spandex, and polyester. 

For people with more sensitive skin or who prefer a lighter feel of fabric, you can try out workout pieces that are more on the lightweight and soft-to-touch side, like these men and women undergarment collections by Bamboo Underwear.

 

The rise of Nomad and activist consumers

With the rise of new modern nomads, we have started to envisage the shift in consumers behavior for the demand of a very relaxed and an easy option for all-day working. Activist consumers are superconscious whatever they wear- the demand for the sports bra will see further growth with a utility addition such as back pocket and earphone carry pockets.

Purchasing decisions - Physical and body comfort is the biggest lifestyle evolution which is affecting the buying decisions of millennial customers. “The characteristics and simplicity of sports bras and seamless bras are a natural fit in this comfort-focused environment while providing more fit flexibility and ease of shopping. Brands that take note of these key elements will be more likely to stay with Millennials as they mature.” Among customers of all the age group 80%, customers buy bra's planned in advance. Over 50% of customers buy 3 bras' at a time.

Who is getting hurt most- Victoria secret the leader in padded bra is the victim of an athleisure trend, athleisure is upending the bra business. According to the Nikes' recent report, its "key apparel styles such as the Nike Pro Bra Collection" are "resonating strongly with consumers and creating excitement in the marketplace."

According to NPD research firms latest report, U.S. dollar sales of sports bras are on the rise, as revenues from the undergarment's traditional version are inversely taking a hit.

According to Hanesbrands' Chief Operating Officer Gerald Evans said intimates sales have declined at a high single-digit rate over the past year. NPD reveals that the sports version now accounts for 20 percent of the $6.3 billion markets by dollars. And as that piece of the pie grows, both athletic brands and traditional lingerie stores are putting a greater focus on the segment.

F-trend believes athleisure trends evolution is going to further damage the sale of bra category. The classic bras didn't change from the decade, they may be sensuous as well as charming but the new millennial buyers are now more concerned about comfort as the most important key attributes before deciding their purchasing.

Also, we have noticed how the sales of jeans are continuously declining due to the emergence of athleisure. Yoga pants for women are replacing women's jeans, brands like Levis and Gap are now experimenting with the fibers of denim to make it more comfortable.