ADVERTISEMENT

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.

  • 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.
ADVERTISEMENT

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.

,"

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.

ADVERTISEMENT

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

ADVERTISEMENT

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."

FOLLOW BUSINESS INSIDER AFRICA

Unblock notifications in browser settings.
ADVERTISEMENT

Recommended articles

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

10 African countries with the lowest life expectancy according to the World Bank

10 African countries with the lowest life expectancy according to the World Bank

Kenyan women are more obese than their men - here’s why

Kenyan women are more obese than their men - here’s why

Africa’s richest man Dangote stands between Europe and $17 billion in revenue

Africa’s richest man Dangote stands between Europe and $17 billion in revenue

After months of exchanging blows, Kenya and Uganda takes steps towards resolution

After months of exchanging blows, Kenya and Uganda takes steps towards resolution

Africa's first black billionaire could join $2.9 billion Vivendi bid for MultiChoice

Africa's first black billionaire could join $2.9 billion Vivendi bid for MultiChoice

10 most dangerous African countries in 2024

10 most dangerous African countries in 2024

Russia’s nuclear influence expands further north of Africa

Russia’s nuclear influence expands further north of Africa

Navigating the future: How AI transforms selling on Amazon

Navigating the future: How AI transforms selling on Amazon

ADVERTISEMENT