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WINNINGIN THE U.S.
ACTIVEWEARMARKET
NOT JUST FOR SPORT
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THE NEXT PHASEIN APPAREL
LOOKING FORWARD TO
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LIFESTYLE,CONSUMER,& RETAIL TRENDSDRIVINGACTIVEWEAR SALES
PRESENTINGOPPORTUNITIESTO GROW YOURCOTTONACTIVEWEAR BUSINESSES
GROWTH DRIVERS MARKET OPPORTUNITIES
comfortodor controlperformanceinnovation
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EFFECTINGTHE U.S.
ACTIVEWEARMARKET
GROWTH FACTORS
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FUNCTION TO FASHIONEDUCATIONCOMMUNITY BUILDINGINNOVATION
COMPETITIVE LANDSCAPE
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IN THEACTIVEWEARMARKET?
Health & Wellness
Athleisure
Millennials
Recession
Non-Actives
WomenWHAT IS DRIVING GROWTH
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PRICEPREMIUMSIN ACTIVEVERSUSNON-ACTIVETOPS ATRETAIL
GROWING PRICE PREMIUMS IN ACTIVE TOPS
Shirts
201220132014
$4
$0
-$2
-$5
$8
$5
$5
$1
$2
$12
$6
$6
$8
$3
$17Polos
Tanks
CasualShirts
SweatShirts
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TO GROWYOUR
ACTIVEWEARBUSINESS
MARKET OPPORTUNITIES
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46+54U 46+54U34+66U34+66U 46+54U
49+51U
IS LESSPROMOTIONALTHANNON-ACTIVEAPPAREL
ACTIVEWEAR
NON-ACTIVEWEAR
34%
34%
46%
49%
37% 46%
ACTIVEWEAR
% OF PRODUCTSON SALE
TOPS
SHORTS
PANTS
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KEEPSCONSUMERSAWAYFROMSYNTHETICS
WOOL / 62% POLYESTER / 29%
Itchy / 50%Hot / 40%Heavy / 9%
Uncomfortable / 35%Not Breathable / 18%Hot / 11%
DISCOMFORT
COTTON / 15%
Doesn’t Wick / 19%Hot / 19%Heavy / 11%
NYLON / 23%
Uncomfortable / 28%Not Breathable / 15%Hot / 14%
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WHAT DOCONSUMERSLIKE ABOUT THEIR FAVORITE ACTIVEWEAR ITEM?
FEATURES
15+85U42+58U
9+91U9+91U
16+84U14+86U
Comfort
Brand
Breathability Stylish
Fit
Flexibility
42%
9%9%
15%
16%
14%
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DISSATISFACTIONWITH ODORIN SYNTHETICATHLETICWEAR
Customer Review,Sports Specialty Retailer,1 out of 5 stars
CUSTOMERAlthough I am embarrassed by this, I have to share. This top is not anti-stink. I wore this top on a couple of runs and noticed it was smelling a bit ripe even after multiple washings. This top is the most disappointing brand item I own. I’ve poured detergent directly on the underarms and even tried hand washing and after it dries it’s still foul smelling. I’d say I’m an average sweater and I haven’t had this issue with any other [brand] item. Overall I like the color, durability and sizing of this top for running in the summer and as a base-layer in the winter. If you never sweat perhaps it is a good top for you. However, if you’re like the rest of us I’d avoid it.
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ODOR CONCERNS CARBOXYLIC ACIDS
POLYESTERHOLDS ODOR,COTTONWASHES CLEAN
After laundering, polyester tees had more than three times the amount of carboxylic acids than cotton tees
706050403020100
Unwashed
Od
or
Inte
nsit
y
Washed
Polyester
Cotton
WashedCotton
WashedPolyester
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MARKETOPPORTUNITIES
COMFORT
ODOR
PERFORMANCE
INNOVATION
ACTIVEWEAR
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THECONSUMER EXPERIENCEW/ ODORISSUES
41% of consumers experience odor issues in their athleticwear
WHAT IS DONETO REMOVE ODOR?
WHO DO CONSUMERSBLAME FOR ODOR ISSUES?
ACTIVEWEAR
41+59U41%
Re-wash
Re-wash withdifferent detergent
Use fabric softeneror somethingwith a scent 40%
24%
15%
13%19%
14%
14%
SelfFiberIndustryDetergent