Leggings Are The New Jeans: The Athleisure Obsession

Dressing like you’re on your way to yoga has become high-fashion, and leggings have become the uniform of young girls in high school and colleges everywhere. Millennials and teens are creatures of comfort, and their preferences are making the athleisure trend huge business.

Want to dress and act like a teen? Put on your leggings. Young consumers are choosing leggings over denim, and “athleisure” is in full swing. Piper Jaffary’s most recent teen spending report reveals that activewear a is now more popular than denim among these young consumers, their top clothing brand is Nike, and Lululemon is becoming increasingly popular among teen females. Google’s first ever Fashion Trends Report analyzes the most popular fashions for Spring 2015 based on billions of recent style-related searches. Thanks to the athleisure phenomenon, jogger pants were at the top of the list. Millennials and teens are slipping into comfortable gym-class inspired fashions even when they don’t plan on breaking a sweat. As Style.com put it, “It’s never been cooler to be seen looking like you’ve been working out." Whether you call it athletic wear, fitness streetwear, activewear, or athleisure, it’s huge.

In retrospect, it isn’t all that surprising that the “I just worked out” look has become so incredibly popular with young consumers. They have been telling us that they are creatures of fashion comfort for years now. In 2013, we surveyed Millennials 14-29-years-old about their fashion preferences, and 55% of males and 67% of females surveyed said they prefer comfort over style. Both genders selected “simple” as the word that best described their style. In 2014, when we asked about fashion priorities, 82% of 13-32-year-olds  agreed “comfort is my number one priority in what I wear,” compared to 42% who agreed “style…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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