WESTPORT, Conn., Feb. 24, 2016 /PRNewswire/ -- Athleisure continues to be the most talked about segment for the apparel industry - combining everyday comfort with activewear - and now a new marketing and branding firm is ready to jump in and help brands standout in this competitive space.
Heather Stefani, an active apparel guru, is launching her consulting business after being sought after by emerging active brands to capture a piece of the $120B (and growing) global activewear market.
"Athleisure is evolving," says Stefani who has worked for brands such as Nike and Champion. "In fact, consumers are demanding comfort and innovative products that can transition with them throughout the day. I like to call this Adaptech apparel – clothing that 'adapts' to lifestyle using 'technology' whether it be fibers, fabrics, design or wearables."
While big brands such as Lululemon and Nike continue to dominate, Stefani says look out for brands such as Tory Sport, fashion start-ups like Outdoor Voices and companies in the wearables space like Wahoo to offer customers more choices. Trends such as unisex design and fashion collaborations with high-end designers will continue to diversify the activewear market.
"While women have been the drivers behind the growth of Athleisure, the men's market is not far behind", says Stefani, proving there is still ample opportunity for brands wanting to jump in. "Dressing down at work is now acceptable. In fact, the increase in popularity of biking has created new categories such as Commuterwear. Now you can comfortably ride to work and turn up to your meeting without being drenched in sweat."
Heather Stefani has over 20 years of experience in apparel and retail. Along with working for some of the biggest names in the business such as Nike and Champion, Stefani has also been responsible for significant growth and positive financial results in smaller, privately held companies. Stefani's vision contributed in a major shift for the apparel industry bringing performance apparel to the masses via retail. Her expertise includes trend forecasting, brand management, product development and merchandising.
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SOURCE Heather Stefani