Asian athleisure market expanding into kids
The burgeoning athleisure fashion trend is especially popular among Koreans these days.
Now, according to reports out of Seoul, the Asian athleisure market is expanding into children’s apparel.
Hansae Dreams, a children’s clothing company, has expanded PlayKids Pro, a children’s sportswear multi-shop that first opened in July 2015, to 31 branches. The store sells various products from brands such as Nike and Converse, and focuses on athleisure offerings.
Hansae Dreams expects PlayKids Pro to create up to 10 billion won (US$8.5 million) in annual revenue.
The popularity of children’s athleisure clothing has surged as adult fashion trends shift away from heavier, stifling outdoor clothing to more comfortable and practical athleisure garments. Athleisure is currently among the most popular trends in the fashion industry.
The athleisure market is expected to grow to a two-trillion won industry by 2018. Internationally, it is dominated by brands such a Lululemon and Under Armour.
In Korea, government policies that promote domestic tourism and encourage schools and kindergartens to implement more outdoor activities have also played a big role.
Black Yak, another outdoor clothing brand, launched a subline Black Yak Kids back in 2013, and sales have risen from 8.7 billion won to 24 billion won this year.
Outdoor brand NEPA is also expanding its offerings to appeal to much younger consumers.
“There is more variety in the market, and global brands are also strengthening their children’s product lines. With the increasing popularity of athleisure products, the market will also continue to grow,” said an industry official.
- Original reporting by Kevin Lee of Korean Bizwire.