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Activewear Isn’t Going Anywhere, so Brands Must Learn to ‘Fit in There’

Join McKinsey & Company, NewTimes Group, Arvind Limited, Asmara, Google, Bluesign, the Retail Prophet and more at Sourcing Journal’s Virtual Sourcing Summit, R/Evolution: Overhauling Fashion’s Outmoded Supply Chain, Oct 14 & 15.

Shoppers are going to shop and consumers are going to consume. Translation? Don’t expect people to use clothing the way it’s designed, said Marshal Cohen, chief industry analyst at market-research firm NPD Group. Speaking at the Fashion Institute of Technology in New York last week, Cohen raised the subject of activewear, a segment that currently…

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