Presentation Title

Whale Squad Athleisure Project

Major

Business Administration

Anticipated Graduation Year

2022

Access Type

Open Access

Abstract

Whale Squad is a group of research-ready students who are researching the market trends of leisurewear, specifically Athleisure. Athleisure, which is athletic type wear as casual wear, has become a growing trend in today’s fashion world. With its increase in popularity and influencer promotions, we are aiming to understand the factors that have, and continue to, contribute to this quickly growing industry vertical including the environment, the pandemic, branding, competition, style, advertising, etc. The ways we focused on solving the problem were utilizing market research abilities, such as Qualtrics (Surveys) and Mintel (Trend Research). Some of the variables that take more time to assess relate to the consumer’s psychological mindset when selecting their preferred type of clothing and how it contributes to the Athleisure trend. We developed some goals such as examining how athletes have been influenced by the pandemic, understanding the influence of social media and the impact of the environment, and much more. We found that athleisure is a result of influence from the media and fashion trends amongst different demographics and the pandemic has caused people to adapt to the idea of “being comfortable” in a casual way. Thus, impacting consumers psychologically and separating it from traditional athletic clothes, letting everyone look good and feel comfortable at the same time.

Faculty Mentors & Instructors

Stacy Neier Beran

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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Whale Squad Athleisure Project

Whale Squad is a group of research-ready students who are researching the market trends of leisurewear, specifically Athleisure. Athleisure, which is athletic type wear as casual wear, has become a growing trend in today’s fashion world. With its increase in popularity and influencer promotions, we are aiming to understand the factors that have, and continue to, contribute to this quickly growing industry vertical including the environment, the pandemic, branding, competition, style, advertising, etc. The ways we focused on solving the problem were utilizing market research abilities, such as Qualtrics (Surveys) and Mintel (Trend Research). Some of the variables that take more time to assess relate to the consumer’s psychological mindset when selecting their preferred type of clothing and how it contributes to the Athleisure trend. We developed some goals such as examining how athletes have been influenced by the pandemic, understanding the influence of social media and the impact of the environment, and much more. We found that athleisure is a result of influence from the media and fashion trends amongst different demographics and the pandemic has caused people to adapt to the idea of “being comfortable” in a casual way. Thus, impacting consumers psychologically and separating it from traditional athletic clothes, letting everyone look good and feel comfortable at the same time.