- The company reported strong
- Hayne said that the "fashion rut" of skinny jeans and yoga pants is over. Some analysts have backed this up and said that athleisure, the dominant trend in apparel for the past decade, is fading out of popularity.
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Urban Outfitters is in the perfect position to capitalize on a fundamental shift in American fashion
High-waisted jeans are back in, and Urban Outfitters has plenty to choose from.
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Fashion is undergoing a major shift. Athleisure may finally be on the way out after years of dominating the apparel business, and it's being replaced by more fashionable denim wear.
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Athleisure has been a dominant trend. Between 2011 and 2016, the market for athletic wear grew to be 30% of the total clothing and footwear industry, increasing an impressive 7% a year compared to the 1% growth of the apparel sector in general, according to Wells Fargo analysts. The trend started with athletic brands such as Lululemon, Under Armour, and Nike, but eventually, even more traditional clothing stores such as Gap, J. Crew, and Forever 21 followed suit in the hope of boosting their own sales.
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But some analysts now say that it's hit its peak, partly because the market is overcrowded with options.
In 2017, growth in this category showed some signs of slowing. US activewear sales totaled $48 billion last year, which was a more modest 2% rise from 2016 compared to previous years, according to The NPD Group.
Meanwhile, new styles of denim, such as high-waisted pants, are captivating the hearts of American shoppers.
"The last time we had a change, I think, was around 2006-2007," Hayne said in the earnings call.
A resurgence in '90s styles — which
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The same is true of Calvin Klein, which has relaunched its archive collection to capitalize on the vintage trend.
"Most of the benefit to us, since we consider ourselves a fashion leader, accrues in the first half of that period before there is a widespread adoption and lots of folks copy," Hayne said.
He added: "And so, I would expect it to benefit us for anywhere from three to, six or seven years."
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