Is a sports bra good for daily use?The sport wave
A GLOBAL TREND. A CONTEMPORARY LIFESTYLE BETWEEN HEALTH AND BEAUTY, FASHION AND WELLNESS. AN EVOLVING MARKET AND A HIGH POTENTIAL NICHE FOR THE FASHION AND UNDERWEAR SECTOR. ALSO IN ITALY. WELCOME TO THE NEW ERA OF SPORT.
Today, in Italy, there is a real boom in sports activities. According to Istat data, presented in February by CONI, in 2016 one Italian out of four did sports and, from 2013 to today, the number of practitioners has increased in all age groups, both among men and women and on the whole territory, reaching record thresholds compared to the historical series recorded annually by Istat. The levels of 2016 had never been reached in the past: a sign that the culture of Italians towards sports is changing. Here's what happens.
Playing sports is GOOD
The topicality of health-related issues is one of the key factors that contribute to giving a new "sprint" to the spread of sports culture. The growing inclination towards healthier life habits - from nutrition to practices related to the well-being of the body and spirit - puts physical activity at the center of a contemporary lifestyle oriented towards self-care. However, communication makes the difference. As confirmed by the CONI analysis, in Italy the message - conveyed on several levels: personal, media, institutional - that playing sports is positive and beneficial for all ages, has contributed to bringing new targets closer to sports. Besides the competitive spirit or the passion for a sport in particular, besides the playful and leisure component or the personal motivation linked to specific needs, such as losing weight, in general today we rediscover the pleasure of moving, being outdoors ; For many, sport becomes a moment of socialization and aggregation that qualifies leisure time, as confirmed by the ever wider active participation in mass sporting events such as marathons, trails, marches and competitive and non-competitive races.
Playing sports is BEAUTIFUL
In an evolving scenario, in which the "health & wellness" sphere is linked to a wider "marketing & lifestyle" dimension, the image linked to the world of sport also changes. Because having a beautiful and healthy body is not just a healthy choice: it is the trend of the moment. Contested by brands and brands, today athletes and sports champions parade on the catwalk, lend their faces to advertising campaigns, challenge each other with gossip, covers and glossy services and share the podium of glamorous events ... New fashion stars system, rise to the role of celebrities and style icons. And the revolution is above all for women: with their sculpted and tempered physique the beauty of sports take their revenge on slender catwalk mannequins and sexy bombs of cinema and TV, introducing new aesthetic canons into fashion imagery. This is certainly not new: for a woman, a toned and slender body is the perfect ally of the most fashionable outfits. But, in the era of social media, the stakes rise: and for the "selfie generation" firm buttocks, tortoiseshell, high breasts and snappy muscles become trophies to be shown on the beach in summer, and all year on instagram and Facebook. Fitness oblige ...
Sport is FASHION
Sport is a global trend. The cult of physical activity comes from the United States, and through European countries with a consolidated sporting tradition such as Germany, brings a strong imagination to Italy, offering new models to emulate and establishing real "sports addicted" communities. Just think of the boom in activity trackers and new apps for monitoring body functions and physical activity, which are also increasingly popular among casual sportsmen, who promote new stimuli by creating "motivational networks" among those who play sports. And here is that sharing athletic experiences, confronting oneself on goals, exercises and training plans or testing oneself with new disciplines is more than ever "in" and on the web and social go crazy tips and video tutorials that promote new ways to get back in shape. The latest fashion? Document photos and videos of your fitness sessions, participation in sporting events, the last medal won, the achievement of a goal ... Influencer and celebrity teacher. Result: training has never been so "cool"!
Sportswear is FASHIONABLE
Playing sports is fashionable, and more and more women are adapting. Also in the look: because for a true sport addict, the hold must be up to ... performance and presentation. Dress code: technical clothing, specific to the type of sport, in line with the latest active fashion trends. Joga and pilates, fitness, running, bike and spinning, zumba, kick-boxing ... To each discipline its outfit and to each outfit its style, made of colors, prints, cuts and details: such a fashion style (and al at the same time so practical) that it now shows off nonchalantly before, during and after training. It is the new Athleisure dimension: a transversal look between comfort, performance and aesthetics that interprets the most fashionable aspect of the active style for a new sporty way of dressing; a New York-inspired fashion lifestyle that, cleared by top models of the caliber of Gigi Hadid and Kendall Jenner, thanks to the tam tam of the fashion press begins to make itself known also in Italy.
THE NUMBERS OF SPORTS PRACTICE IN ITALY *
According to Istat data presented by CONI in February 2017 in 2016, the percentage of Italians over 3 years of age who plays sports continuously has reached 25.1% (in summary: in Italy, today, 1 in 4 people do regularly sport); and, if you add to these those who do sports occasionally, it reaches 34.8%. From 2013 to 2016, 2,519,000 Italians approached sports. Overall, the active population in Italy today is made up of 35,593,000 individuals who play one or more sports or some physical activity in their free time. Between 2013 and 2016, sport has increased in all age groups, with increases of more than 5 percentage points in youth and 60-64 years. Even if the gender gap persists, sportsmen who practice continuously increase both among women and men, reaching 20.8% and 29.7% respectively. On a territorial level, sport is more widespread in the North-East (30.5%) and in the North-West (29%) - Trentino Alto Adige, Emilia Romagna and Lombardy in the lead - against 27.3% in the Center Italy; in the South and the Islands, the percentage stops at 17.5% and 18.9%, with inactivity levels above 50% in all regions except Sardinia. Between 2013 and 2016, however, all statistics for geographical areas improved: the North West is driving growth (+5.1 percentage points) and there is also a constant, albeit limited, increase in the southern regions.
* Source: Elaborations of the CONI Study Center on ISTAT data
SPORTS BRA, A NICE TO BE PRESIDED
The current picture suggests new tracks for the specialized lingerie detail in Italy. In a more dynamic context than ever, where one fifth of the female population regularly does physical activity and is increasingly attentive to the outfit and comfort, specific products such as the sports bra acquire a new attractive potential for consumers. And for some targets in particular, considering the increases in sports practice in the young bands - which can be picked up from the shop with fitting arguments on specific wearability between circumference and lap, or to the look, if the sports bra is part of a complete and captivating activewear proposal - and in the more mature ones, which are loyal to support contents linked to a morphological factor as well as a size. All inputs that until now, however, the Italian market did not seem ready to accept, or at least to look for in the lingerie shop ...
... today, a new sprint to the goal
However, 2017 opens with an unexpected dynamism: thanks to a more appealing product offer and the strong communication impulse given by the brands, in the first quarter both the manufacturer brands and various retailers report an increase in interest in underwear sports (further encouraged by the urgency of the "remise en forme" in view of the imminent costume test ...). And - confirmed by the feedback collected on social networks or in person with customers from the shops - there is also an increase in the interest in purchasing the product from the trusted specialist. Moreover, those who play sports continuously, especially if they have an important décolleté, once they have tried a quality technical bra, they rarely go back to the cheaper models of large retailers. Of course, that of the sports bra is not an "easy" sale: it is a product that must be pushed, shown and above all explained. Breathable materials, control of the sinus oscillations, stabilization and "blocking effect" even in larger cups prove to be good sales arguments, useful to spread the message that, in the case of the sports bra, the "specialist" is the underwear shop and not sports.
"As a leading specialist brand in the segment, we see great potential for sports bra at the specialized intimist in Italy. Thanks to the fashion of the externable bralette, super fashion in the fluorescent colors stolen from sportswear, the market today is no longer just that of the large sizes, but also opens up to the B and C cups, which in the absence of an adequate offer before did not approach sports bra, seen more as a complement than a necessity. A nice milestone, because breast protection during sports is essential for all sizes, even the smallest ones. "
Cristina Amann, Anita
"Sports bra fitter" wanted ...
The fact that only sportswomen have recently been "discovering" the underwear shop says a lot about how little women in Italy are aware of the need to wear an adequate bra during physical activity. Which - in a country where the culture of bra fitting has only started to make headway in recent years - on the one hand is not surprising, on the other it denounces a high level of misinformation on such a sensitive issue for breast health. For this reason, we have proposed two exceptional professional contributions on the subject. Why wear a technical bra when doing sports? What benefits? And what risks with an unsuitable model? A fitness trainer and an internationally renowned sports champion explain it to us: Carolin Hobler, fitness instructor, trainer for Les Mills in Germany, model Reebok and Head of Fitness for Gymondo (German online platform dedicated to fitness), and Christina "Lady" Hammer, 5 times world boxing champion and Anita Active testimonial, interviewed by our German magazine Sous.
Two exclusive testimonials to discover on the April issue of Linea Intima, on page. 47 and on page 50.
A dynamic offer and "active" communication
Alongside the “big names” of the segment (Anita, undisputed specialist with the Active range, Triumph with Triaction, Chantelle with a streamlined but well-structured proposal, Freya Active), following the current trend, more and more brands integrate sports bras: Lovable, Prima- Woman, Cheek by Lisca with the Miss Sporty line (pictured), Selmark ... Communication, however, makes the difference. For Anita, for years, sport has been at the center of a dedicated strategy (testimonial, website, social), amplified this year by the re- demption of ISPO and Anita Active Days: the great annual event in Germany that with workshops and sports sessions on the pitch attract press, trainers and international bloggers in the sector. In Italy, on fb the company offers dedicated video tutorials, with a store locator it directs customers to specialized dealers and supports the trade with exhibition materials, POPs and promotions. For the new Triaction, from S / S 2017 in Italy Triumph has prepared a launch communication plan that from retail, with dedicated showcases for promotion to the consumer, extends to the multi-brand trade with local promotions and sales supports planned for the next months; all accompanied by a new image starring the supermodel Jessica Hart. Rimini Wellness, the leading platform for fitness and wellness in Italy, returns in June: an exceptional showcase for promoting collections. For retailers, however, much remains to be done to communicate the product on (and in relation to) the store: co-marketing with gyms, sports associations and personal trainers are a winning way, but better still - they tell us - would be to coordinate the investment with brands in the context of targeted territorial strategies. Social media are a powerful sounding board: the secret lies in the knowledge and passion for the product and in the ability to share it with customers.
"In 2017, Active has so far been the most dynamic segment for us. In the first quarter, we pushed the trade with targeted promotions on new and acquired customers, aimed at widening the range on sports underwear, with facilitated supplies accompanied by a small counter display. Excellent sell-in results, and many customers have already restocked. Sell-out initiatives are starting from spring: starting from April 1st, against a minimum order, we will give the retailer an Anita Active sport bag for each sports bra purchased, to be used as a gift for the end customer. "
Cristina Amann, Anita
MARKETING TIPS
Some marketing ideas to promote the sale of sports bras ...
- In collaboration with the gyms in the area, for example by organizing an evening of advice on sports bras, you can contact potential new customers without dispersion and offer regulars a high level of specialized expertise. Add a voucher for a free measurement or a small discount voucher.
- On horseback, the breast is particularly stressed. Therefore a good sports bra is a must for all amazons. Luckily you are present with consulting initiatives aimed at the stables in the area!
- Runners also need high quality sports bras and wearability. Get in touch with the organizers of marathons or city races: the marketing possibilities are manifold, from the distribution of vouchers to the setting up of information stands
- Brands participating in sporting events give commercial partners the opportunity to present themselves at events in collaboration with their brand. Take advantage ...
- Brands, also for sports, also support the retailer in creating events and promotions, by supplying display materials and dedicated showcase kits. In Germany, large stores organize events by invitation for consumers to test the effectiveness "in action" of sports bra, complete with a trampoline and jump ropes ... In Italy spaces and resources do not allow such impressive operations, but some you can steal an idea: free samples, models in sports bra, consultancy and product tests ...
"Redesigned in the Studio (for lighter activities) and Cardio (for high impact disciplines) ranges, with a scientifically tested bounce control Triaction relaunches with a complete collection, which implements all the Triumph core fit and is renewed in style with colors and external prints. In support of the repositioning, which will be consolidated for S / S 2018 with an outwear line, we will invest in product seeding by inviting well-known influencers who practice sports to personally try on bras. First step, the online campaign with the 'Team Triaction': 4 sport ambassadors (including the Italian Olympic champion Margherita Granbassi) will undergo various sporting challenges wearing the Triumph models. "
Vanessa Occhetti, Triumph
Sport runs on the net
Selling and communicating sport is the new challenge for underwear retailers, online or offline. Francesca Bortoluzzi of Red Velvet - fitting specialist e.tailer, winner of the 2017 Underwear Stars - shared interesting ideas for reflection with us.
Discover them in the article related to this dossier, in the Business section of Linea Intima Edit.
ATHLEISURE AT THE STARTING RANGES
If forays into "Activewear" fashion are not a novelty for the detail of underwear, Athleisure is not a trend still "in focus" in Italy. The fitness / gym-themed underwear / clothing is a niche successfully managed by the brands, which have included dedicated lines and capsules in their underwear collections, with a focus on logo details and sports fashion content: Emporio Armani, Calvin Klein, Guess (in the pictured below), Twin-Set and Liu Jo. But, from fitness to Athleisure, the "switch" is in the key of "attitude" and "lifestyle". And in Italy ...
Sport between style and lifestyle
Launched by specialists such as the Canadian Lululemon, the Athleisure strand feeds on Sport-Couture and Ath-Luxury influences cleared by the Pàp catwalks, contaminated with streetwear accents and filtered with the codes of daily fashion and leisure. The active lifestyle of the "Millennials" calls for a versatile, eclectic wardrobe, suitable for various functions and occasions of use: brassiere and bralette, sweatshirts and leggings, bodysuits and tops are reinvented for new casual chic outfits, perfect in the city or in vacation, in the gym or at the aperitif, for the morning run or shopping in the center. However, if overseas is already an important market abroad, with a turnover of millions of dollars and a growth of + 30% expected by 2020, especially in Asia and the USA (source: Invista on Morgan Stanley data) in Italy is still looking for its positioning.
Athleisure, the great challenge
The retailers agree: to function and be of real appeal to the consumer, active and athleisure must be treated in a total look, with a vast and specialized assortment and with dedicated spaces, difficult to integrate on the average size of the lingerie multi-brand without distorting the identity. With an offer that still remains limited, on Athleisure the fashion intimist does not keep up with sports retail, but also with the lingerie giants: abroad Victoria's Secret eliminates the sea in favor of activewear, and in Italy leisure chains steal shelves from corsetry in chains. Visibility and image consistency are the crucial issue: those who give space and windows, suggesting ideas to renew the fitness wardrobe, increase sales; for others, styles and colors are too strong and not suitable for all physicists or ages. Many stores do not exclude long-term developments: in everyday life, and also at work, on the wave of casual Friday, formal clothing gives way to an easier and more comfortable, but refined look. The offer also evolves: the New York-inspired metropolitan glam gym concept of Parah Active, young styles such as the Sporty Resille line by Antigel or new brands such as SK8Y6 by Skiny, offer contemporary and feminine ideas, similar to Italian taste. For premium brands, the evolution of the home and yoga lines towards a freetime dimension that rediscovers the luxury of time dedicated to itself suggests new tracks between Leisure and Athleisure. The most interesting growth areas however concern the beachwear stores where, on the wave of a strong consistency between swimsuit, physical appearance, sport and well-being, the new swim-to-gym concepts of big players such as Seafolly or of new beach couture brands, such as Hartès Venezia (pictured): for brands and boutiques, new solutions to "extend" the season ...
