Home / Knowledge / News / Apparel/Garments / Sporty mums push Debenhams' sportswear sales up by 25%
Sporty mums push Debenhams' sportswear sales up by 25%
05
Sep '12
Figures from high street retailer Debenhams show women are donning their gym kits for the school run just to appear sporty.

Since January the department store has seen a 25% growth in sportswear which is being put down to competitive mums wanting to appear sporty at the school gates without actually hitting the gym afterwards.

Running attire seems to be the most popular with a surge in sales of 47%, sports bras have also seen a 75% lift, although it seems the product is worn by ‘mums on the run’ rather than actual runners.

Ian Wibberly, Debenhams senior sportswear buyer says; “Women are trying to get the sporty look without breaking a sweat, we are putting this down to sportswear becoming more fashion focused and about comfort and style over purpose.”

“Mums now want a gym kit that will see them through spin class, to the school run and coffee with friends. Gone are the days of the dingy trackies that were once deemed acceptable gym attire”.

The trend is also being put down to the Olympics, as women have become fitness conscious after a summer of sport. Although it seems they were mainly watching sport in their sportswear rather than getting active in it.

Sportswear is now much more fashion focused making it acceptable to wear outside of the gym, the sports luxe trend for this season illustrates this and as does Stella McCartney designing the Team GB Olympic kit; it is now very much a season of sport in style.

Women are following in the footsteps of celebrity sporty mums including Jenni Falconer, Elle MacPherson, Sarah Jessica Parker, Mylene Klass and Geri Halliwell who all sport their gym kits for the school and nursery run.

Ian Wibberly continues; “we are now tailoring our sportswear to fit the lives of busy women on the go and have increased our leisurewear offering by 33% to meet the demand of sporty mums for next season”.

Debenhams has also moved its own brand female sports offer, XPG by Jenni Falconer out of the sports department and onto the womenswear floor to make shopping for busy mums easier. From September Debenhams will also be stocking Elle Sports to further meet customer demand.

Debenhams

Must ReadView All

Textiles | On 23rd May 2017

Grasim’s VSF business net revenue up 12% in Q4 FY17

The viscose staple fibre (VSF) business of Grasim Industries has...

Apparel/Garments | On 23rd May 2017

Apparel, footwear use may rise by 63% in 2030: Report

The apparel and footwear consumption is projected to rise by 63 per...

Textiles | On 22nd May 2017

Maintaining NAFTA benefits is crucial: Cotton council

The US must remain a participant in a vibrant North American Free...

Interviews View All

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search