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Practical Guide to Building an Activewear Brand
Welcome to this new article on brand design the discipline of building the architecture of your future brand. In this article we will try to answer some fundamental questions: How do you create a sportswear line? What are the critical steps that every designer (or future designer) must know in order to approach this specific sector BEFORE producing the articles? How can I compete in this particular market segment?
In this article we will explore how to create a brand focused onsportswear, or activewear. We will use our tool, the Fashion Business Designer, to show that the production of clothes is only the tip of the iceberg and must follow strict rules.
After that we will an initial analysis of start-up and production costs of a sportswear line and what budget you would need to foresee in order to start with such a project.
And finally, I will give you 6 tips to get off to the right start! You're ready, stretch your muscles...take a breath and off you go!
"Sport has the power to change the world. It has the power to inspire. It has the power to unite people like few other things... Sport can create hope where once there was only despair." - Nelson Mandela
Let's start with the Podium: "Why build a brand?"
As all great motivators and sports coaches teach every great achievement always starts with our mind and the ability to visualise it vividly in the moment of its fulfilment.
To make you understand the power of the brand, I will start with a brief visualisation:
Imagine yourself in your own gym. The palpable energy in the air, the sound of weights moving, the distinctive smell of exercise. You look around and notice that something is different. The trainers and athletes are wearing gym clothes that look not only functional but also incredibly iconic and flashy, from one of the cool brands, (not those decathlon 'things') - you get closer to get a good look at that symbol, that brand that seems to know you well..it's your brand! Nice feeling, isn't it?
The ultimate goal of fashion is just that:
see their creations worn, experiencedbecome accomplices in people's important moments, create a community of people who share your vision and philosophy, who recognise themselves in your products.
And of course, nothing happens by chance! We cannot create garments simply thinking that they are important to people and that they will buy them. Even worse if we imagine that we only have to 'put' our logo on them and they immediately become iconic.
To be successful we have to create products that tell a story to the customer and make them the protagonist of ours.
For this reason, we have to work on our identity: on how to create our own fashion brand!
The irresistible allure of Active Wear
Imagine you are at home, ready for a dynamic training session or a relaxing walk in the park. What are you wearing? You will probably choose a garment from your activewear collection.
Garments designed for physical activity, but also perfectly suited for relaxation and leisure time. A sweatshirt that wraps you in a comfortable embrace, a pair of leggings that outline without constricting. Yes, activewear is just that: a perfect mix of comfort, functionality and style.
Activewear: a booming business
Everyone knows: the activewear business is a veritable gold mine. The global activewear market is estimated to reach an impressive $567.83 billion by 2024, growing at a rate (CAGR) of 6.8% from 2021 to 2024.
This growth is fuelled by the increasingly widespread passion for physical activity, but also by a change in mentality: activewear is no longer just a garment for sport, but a true lifestyle.
But of course NOT all that glitters is gold, this great attractiveness makes it a very competitive segment where, especially at the beginning, it is important to make wise choices to avoid investing our savings badly in creating products that nobody wants!
We will see some macro trends, embracing them or not will be your brand's choice!
Activewear trends: what you need to know before embarking on this adventure
SustainabilityThis word, my friends, is the buzz word of the moment. The sustainability trend is all the rage, and customers, increasingly attentive and informed, are rewarding brands that make a difference in this respect. Eco-friendly fabrics, production processes with a low environmental impact, business ethics: if you want to enter the world of activewear, you have to treasure these elements. Bearing in mind an essential truth: as everyone is now 'sustainable' this is no longer a differentiating element of your brand, if your future customers are not really sensitive to this issue (and willing to pay an average of 20/30% more) it will probably be wiser to focus on other elements.
Technology: If you think that activewear is just a matter of style, you are sadly mistaken. Technology is playing a key role in this sector. Innovative fabrics that improve performance, but also garments that can monitor your heart rate or the number of steps. For
Aesthetics and comfort: There can be no activewear without careful consideration of aesthetics and comfort. People want clothes that make them feel comfortable during a physical activity, but at the same time reflect their style and personality. Therefore, the design of your sportswear brand must combine functionality and aesthetics in a winning combination.
Versatility: The modern consumer is always on the move and needs clothes that can adapt to different contexts. From a run in the park, to a date with friends, to a relaxing moment at home, sportswear must be the companion for everyday adventures.
Customisation: Every individual is unique and wishes to express their uniqueness through what they wear. Offering customisable products or creating different lines to meet different needs and tastes can be a great way to satisfy this trend.
Remember, the ultimate goal of fashion is to see one's creations worn, lived in, to become complicit in people's important moments. Activewear is no exception to this rule; on the contrary, it offers the possibility of dressing people in their moments of challenge, in their moments of well-being and self-seeking. Isn't that great?
As always, the important thing is to have clear ideas and to proceed with method.
Our METHOD for creating a COLLECTION
Over the past few years, I have worked with different types of products.
Each market sector has unique peculiarities that partly determine both the type of product to be produced and the form and timing of our business. How the creation and development of an activewear brand differs from that of a 'classic' fashion line?
- Why is it important to think in terms of an 'active lifestyle'?
- How should we organise our business to sell and distribute our product?
These are just some of the questions we will answer in this article. We will explore the peculiarities in creating sportswear lines and how we can create an iconic brand for the gym (and beyond!) We will (as usual) use our Fashion Business Designer?created by Be A Designer, to make the whole creative process 'simple' and 'understandable'.
Find out how we can help you create a sportswear line:
The Fashion Business Designer: The Canvas Tool
To better understand my approach, I suggest you use my canvas called FASHION BUSINESS DESIGNER? You will find all the resources in your reserved area in the Fashion Business Academywhere you will have access to the free video course and all downloadable materials.
The Canvas is divided into FOUR THEMATIC AREAS I leave you below the link to other blog articles where I talk about it:
- Brand Design
- Collection Design
- Marketing & Distribution
- Operations
Activewear vs Technical Sportswear: The Initial Choice
When it comes to creating a brand in the sportswear industry, one of the first strategic decisions to be made concerns the type of brand philosophy to be followed. In particular, we have to choose whether to embrace an approach more related to Activewear and Athleisure, or to focus on Technical Sportswear. Each of these choices has different implications for the brand and the product.
Activewear and Athleisure
Activewear and Athleisure are at the intersection of fashion, comfort and functionality. These garments are designed to be worn during physical activity, but their fashionable design and comfort also make them suitable for leisure and everyday activities.
A brand that decides to follow this path will therefore have to focus not only on technical aspects such as breathability or fabric strength, but also on style and fashion trends. Moreover, it will have the opportunity to reach a wider audience, as these garments can be worn on many different occasions.
Technical Sports Clothing
On the other hand, Technical Sports Clothing is mainly focused on performance. These garments are designed to meet the specific needs of certain sports or physical activities, such as cycling, running or climbing.
The emphasis is on the functionalityfabrics must be strong, breathable, lightweight and often have specific technical characteristics (demonstrable)such as water resistance or the ability to maintain body temperature.
A brand that decides to follow this path will have to put functionality first, and work carefully on research and development of innovative products. Its customer base will be more specific, consisting of athletes or fans of one or more sports.
The choice between these two approaches will depend on various factors, including brand vision, target audience and available resources.
Your Brand Idea
A sportswear brand is born from a well-defined imagery. The image of a run in the park at dawn, an intense training session in the gym or a hike in the mountains. As I always say:
fashion companies do not just sell 'clothes to cover up', but propose to their customers a lifestyle, a way of being and belonging to the community of fans of their brand.
In the case of a brand focused on sportswear, this is even more important and deeply connected.
Sportswear has a strong emotional content because, unlike other products that can give us a certain 'security' and hide our 'weak' points, activewear accompanies us in moments of maximum effort, supports us in our challenges and in overcoming our limits.
Therefore, if we dream of creating a brand with a main focus on sportswear, we must have very clear ideas!
As with any product, there are two psychological dimensions that underpin the creation of your brand and what your products will be:
- excellence in the functional dimension: Sportswear is similar to any garment for technical/sports use. Its primary function is to aid physical activity, resisting perspiration, heat, abrasion, etc.
- the set of intrinsic qualities perceived as relevant to the customer.
Collection Design: Structuring an Activewear Collection
To be a successful fashion designer, it is important not only to have a vision, but also to be able to convey it clearly. Technical skills, such as the ability to draw fashion sketches, knowledge of materials and tailoring techniques, and the ability to effectively communicate your ideas to suppliers, are crucial. It may be useful to attend specific courses or workshops to acquire these skills.
One of the first things you need to master is undoubtedly the construction of moodboards, I have discussed this in detail in this article.
Creation VS Customisation:
The road to creating a sportswear brand can take two very different.
We are in the second quadrant of our canvas dedicated to the construction of the collection if you want to go deeper into the topic I wrote an article dedicated to how to design a fashion product. You will find it HERE
On the one hand, there is the option of designing and producing a garment completely from scratch. This gives you total control over every aspect of your product, from the choice of fabric to the design of the pattern, from the fit down to the smallest details such as colours and embellishments.
On the other hand, there is the alternative of choosing 'ready-made' garments and customising them according to your taste and brand needs. This choice is often cheaper and less time-consuming, but does not give you the same level of control over the design of your product.
Now, what are the advantages and disadvantages of both options?
Creating a garment from scratch:
This approach is for those who have a clear vision of what they want to create and do not want to compromise. This allows you to have total control over every aspect of your product, from fabric, shape, fit, colour and detail. You can create a product that perfectly fits your brand vision and the needs of your customers.
However, creating a garment from scratch requires more time, resources and expertise. You will need to work closely with a manufacturer, or even a design team, to ensure that your final product is exactly how you want it. In addition, production costs are likely to be higher, which may affect the final price of your product.
Customising 'Pronto Moda' garments:
This approach is perfect for those who want to enter the sportswear market faster and cheaper. Customising ready-to-wear garments can be a great way to start, allowing you to focus on building your brand and connecting with your customers.
Although you will not have as much control over the design of your product, you can still choose from a wide range of garments, colours and styles. You can then add your personal touch through logos, labels or other customised details.
However, you should be aware that customisation of ready-to-wear garments may limit your ability to differentiate yourself from your competitors. You may also experience limitations in terms of material quality and fit.
In conclusion, both approaches have their merits and can be the right choice depending on your needs, skills and budget.
The Structure of an ActiveWear Collection:
In the fashion industry, creating a brand is not just about designing clothes that are aesthetically pleasing. It is about building a strategy that reflects the brand's vision and identity, while offering a wide range of products that meet the needs of different market segments.
A strategic tool to achieve this is the 'Collection Pyramid', which allows brands to position their products on three different levels: ASPIRATIONAL, MASSIVE IMPACT and LOW BUDGET.
This strategy is useful for a brand to differentiate its products, not only in terms of design, but also in terms of price, allowing it to reach different market segments. The pyramid is divided into three levels:
ASPIRATIONAL (Aspirational): These are the most exclusive and expensive products, which represent the essence of the brand. These products are aimed at a small part of the public and are often used for brand communication and marketing. They are the most iconic, attention-grabbing pieces, but in terms of sales volume they make up only a small part (about 10%) of the collection.
MASSIVE IMPACT: These are the brand's core products, combining high design value with an affordable price. These products represent the majority (about 70%) of the collection and where the biggest profits are made.
LOW BUDGET: These are the cheapest products, designed for those who want to have contact with the brand but who for various reasons (price, brand awareness, etc.) are not yet ready to buy higher-end products. These can also be complementary products or merchandise/gadgets.
It is important, once the first collections have been sold, to analyse the sales data to see whether the distribution of products along the pyramid needs to be revised by adding or removing price bands.
The Structure of an ActiveWear Collection:
But how does this concept apply in the activewear sector? Here are some specific examples for three types of product lines: Yoga, Athleisure and Gym.
Yoga Line
ASPIRATIONAL: Designer or limited edition yoga dresses made from high-quality, sustainable fabrics. These pieces might include unique details such as hand-embroidered stitching or art prints. Their higher price makes them desirable but only accessible to a few.
MASSIVE IMPACT: Functional yet stylistically appealing yoga clothing made from comfortable and breathable fabrics. These products, which combine quality and style at a reasonable price, make up the bulk of the collection.
LOW BUDGET: Basic tank tops, leggings and shorts that offer comfort and functionality at an affordable price. These products allow customers to get closer to the brand at a lower price.
Example Collection Pyramid? Athleisure Line
ASPIRATIONAL: Designer jackets or sweatshirts with unique details and high-quality materials. These products serve as collector's items that buyers want, but may not be able to afford.
MASSIVE IMPACT: T-shirts, leggings and shorts combining comfort and style, ideal for the gym as well as for leisure. These products, accessible to a wide audience, form the core of the collection.
LOW BUDGET: Basic t-shirts or sports shorts. Despite being the cheapest products, these items represent the brand and offer an affordable choice.
Gym Line
ASPIRATIONAL: Designer or limited edition training sets, such as tank tops and matching leggings, made of high-quality technical fabrics. These sets, thanks to their unique details and higher price, become desirable objects.
MASSIVE IMPACT: Functional, durable and breathable tank tops, shorts and training trousers designed for intensive use. These products make up the bulk of the collection and offer a good balance between price and quality.
LOW BUDGET: Basic t-shirts and shorts. These pieces, while being inexpensive, allow a wide audience to approach the brand.
Conclusion:
Here we are at the end of this intense journey into the world of activewear. As you may have guessed, building a sportswear brand is not a 'sprint' but more like a marathon or a triathlon! We have analysed together some market trends and practical reflections on how to start designing your Activewear brand! I hope I have provided you with some interesting and valuable insights to help you on your way.
But remember, physical activity is not just about training the body, it also involves the mind, and the same applies to creating a successful activewear brand.
As the famous coach said Vince Lombardi:
'Winning is not everything, but wanting to win is'.
So, if your desire is to create a successful brand, then you are already on the right track!
If you still have doubts, need help or simply want to discuss your ideas with us, do not hesitate to contact us. We are ready to listen to you and offer our expertise.
We have followed several activewear projects and will be happy to show you how we have helped our customers turn their visions into reality.
Take the first step towards your brand success: book a free call with us by clicking on the button below!
We look forward to talking to you and helping you realise your dreams. Don't wait another day, your journey into the world of activewear starts now!
And remember, as the Olympic athlete said Jesse Owens:
"Dreams become reality. Without that possibility, nature would not encourage us to dream."
If you enjoyed this article, don't just keep this valuable information to yourself! Share it with your colleagues, friends or anyone you think could benefit from this information. It may be the little push someone needs to embark on their journey into the world of activewear.
Are you ready to make your dreams come true? Contact us, we are waiting for you! And don't forget to share your passion for activewear!
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