By: Nichole Urbanski
Athleisure wear seems to be the new upcoming thing for young adults. Not only is the clothing extremely comfortable but also most come at reasonable prices. When reading the article, Product and Competition Stretch Market for Athleisure’ Clothing, http://www.nytimes.com/2016/03/26/business/products-and-competition-stretch-market-for-athleisure-clothing.html?_r=0 I was able to relate to the topic at hand. Nowadays, it is not uncommon to see people anywhere wearing comfortable, leisure clothing. The article actually mentioned that this epidemic has even led to people in the office wearing sneakers rather than dress shoes.
Yogasmoga is working to be an amazing authentic athleisure retail store topping even their largest competitor, Lululemon. Retailers these days are all grasping with the idea of selling athleisure clothing and accessories, as young adults are interested in group fitness classes, running and doing yoga. What sets Yogasmoga apart from the other athleisure retailers? They use aurum fabric, which is supposed to be extremely soft and durable. They spent two years making carbon 6 black dye pants, which are said to “never go see-through.”
I think that Yogasmoga may have an impact on the athleisure industry for certain target markets. It is very possible that customers who shop at Lululemon would shop at Yogasmoga as well because their prices are very similar. However, I don’t think that Yogasmoga will necessarily have a large impact on other companies, such as Nike and Addidas, which have been around forever. Their customers tend to be loyal and faithful to their products, and they also sell products at more affordable prices. Seeing as the locations of Yogasmoga stores are mainly in metropolitan areas, they may do well as these areas are likely have sizeable populations of people who are able to afford their clothes. That said, I think Yogasmoga would only have an impact on those brands that list their products at a similar price.
As a girl, wearing yoga pants, capris and leggings are a must! Especially when working out. They are the most comfortable items of clothing and are easy to exercise in. However, yoga pants definitely wear out after a few washes and typically become see-through unless they are a higher-quality, higher-priced alternative. I tend to buy athleisure clothing at Gap, Nike, Under Armour and even Kohl’s. Why? Because they have reasonable prices! While Lululemon does have cute clothing that fits snug, they are expensive. Especially for a college student, who just wants to workout and feel comfortable. Lululemon definitely deserves a trip here and there, but not all the time.
Even though the article mentions that Nike and other retailers are seeing a decrease in their profits, I still shop there because the price is reasonable for me and I like their clothing. I have never had a problem with Nike apparel going see-through or tearing. However, I have bought athleisure wear from the Gap, which has torn in the dryer many times. This, then, brings up the question of: does it make more sense to choose the more expensive retailer for athleisure clothing or to go with the cheapest?
When thinking this question over I first look at the pros and cons of each. The pros of Lululemon and Yogasmoga clothing are that they basically make a promise to their customers that their clothing is the softest and most durable. What are the cons of choosing more expensive brands? Well of course, the price! A tank top at Yogasmoga goes for around $72… if you were to use the $72 at a cheaper retailer such as Kohl’s, you would definitely walk out with more than a tank top. Now what are the pros of cheaper, more affordable athleisure retailers? Yes, the price; but also that their clothing can be just as durable and soft! Most of the time it is hard to distinguish a difference between clothing from higher-priced retailers and those from lower-priced. Okay, how about the cons of cheaper retailers? Well, although at first it may be hard to see a difference in the fabric and durability, over time clothing becomes less soft and usually does become see- through. Colors tend to fade from extensive wear and fabric usually isn’t that soft anymore. However, at the end of the day, I would still choose the more affordable brands as I can get more for my money. If clothes tear or go see through I can buy another pair for 1/3 of the price of Lululemon or Yogasmoga’s clothing.
Overall, it really depends on the consumer and what they want to buy. Yogasmoga may intrigue some to loyally shop with them while others may shop once and never return. Yogasmoga’s target market is limited. Their products are directed towards people who don’t mind spending $72 on a tank top. As mentioned, college students who aren’t working probably wouldn’t want to spend half of their food money for the week on a top that they may only wear one time. As clearly stated, all retailers must participate in the epidemic or they will lose out. Brand loyalty is KEY!