Active Apparel Report

PRODUCT CATEGORY REPORT
ACTIVEWEAR
Category Overview
“Athleisure” is one of the biggest trends in the world of fashion and retail today.
Casual and comfortable activewear is now acceptable in a variety of different
social settings. A Morgan Stanley report estimates that the activewear industry
could add $83 billion in sales by 2020. The report informed investors that money
engaged in activewear brands has a lot of growth potential.
Based on this background, we wanted to tap into our massive product

information database to determine trends and patterns among stores and brands
selling activewear. Which are the leading brands? Is there a broad range of
products catering to different consumer segments? Is there any kind of gendered
pricing? These are some of the questions we explored in this report.
AC TIVE APPARE L ACTIVE JACKETS ACTIVE TOPS ACTIVE BOTTOMS YOGA PANTS
SUMMARY
Whether you’re at work, shopping, or running errands, activewear is now considered suitable attire for many of these
occasions. People are increasingly choosing comfort over other factors, making activewear a part of the everyday
dress code. As part of this, the proliferation of yoga pants is a particularly important trend that has gained traction over
the past few years. This makes the activewear category a very interesting one to look into, as it expands its influence
beyond the gym and running track.
Among other things, it was notable to see the increasing number of traditionally non-active brands engaged in the
industry. Whether it’s Aeropostale or Forever 21, everyone is going for a piece of the athleisure pie. It’s one of the many
interesting insights we came upon during our analysis.
Our database carries more than 445,000 in-stock activewear products spanning 385 brands and selling across 231
stores. Out of these, active tops, bottoms, and jackets and coats comprise 86% of the products, which formed the
dataset we used for our analysis.
Active Tops Active Bottoms Active Jackets Active Hoodies & Sweatshirts
Athletic Socks Active Skirts & Skorts Active Base Layers Active Vests Others
All datasets were pulled from the Indix Product API in August 2016 and include only “in stock” products. The sample
comprised more than 445,000 products spanning 385 brands and selling across 231 online stores. Quantitative data
processing techniques including outlier tests, data standardization, classification models, and distribution models
(frequency and density histograms, box plots) were used for the statistical analysis.
© 2016 Indix Corporation. All rights reserved. 2 Learn more about our Indix Data-as-a-Service.
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According to our database, there is 47% more men’s activewear than women’s. This is what the variance in
product count looks like between genders.
Women’s
2,035
Women’s: Active
Hoodies
45,410 Men’s:
17,257
Active Tops Women’s
1,513
Men’s: Active
109,072 Socks
Men’s:
13,821 Women’s
1,341
Women’s:
Active Base
68,272 Layers Men’s:
2,207
Active Bottoms
Men’s:
97,482
Women’s
22,852
Active
Jackets
Men’s:
41,815
Activewear Category Highlights

Here are some of the highlights from the report:
• Leading brand for active coats and jackets: The North • The majority of active bottoms is also carried by
Face Nike, Under Armour, and Adidas.
• Columbia carries more women’s jackets while • Aeropostale carries the most women’s bottoms but
Patagonia carries more men’s jackets. also charges them a pink tax.
• On average, men’s activewear is more expensive • Lots of traditionally non-active brands carry yoga
than women’s. pants/leggings.
• Nike carries the largest number of shirts and tees. • The price of yoga pants ranges from $8.1 to $90.1 on
average.
• Nike, Under Armour, and Adidas carry only 19%
women’s shirts on average. • Over the last two years, yoga pants were cheapest
in August 2016.
ACTIVE JACKETS
Depending on the weather where you live, jackets and coats are an essential in almost every American wardrobe.
Not surprisingly, a majority of the top 50 active jacket brands are outdoor-focused, for activities such as climbing,
snowboarding, hiking, skiing, and so on.
Top 50 Active Jackets Brands (Fig. 1.1)
A deeper analysis of the top 20 brands by gender revealed interesting insights in terms of both product count and
price.
Product Count of Top 20 Brands (Fig. 1.2)

5,476
52%
We also looked at average product prices across the top 20 brands to determine whether there were any instances
of gendered pricing (pink tax or blue tax), i.e., do men or women pay more for similar products?
Note: We placed the threshold for gendered pricing at 15%. Since retailers and marketplaces make up most of the
stores in our analysis, we cannot determine whether the brand itself imposed gendered pricing.
Average Price of Top 20 Brands by Gender (Fig. 1.3)
INSIGHTS:
• Among the top 20 brands, there are almost two times as many men’s active jackets as there are women’s (Fig.
1.2).
• The North Face is the leading brand for active jackets and coats (Fig. 1.2).
• Sports-centric brands Adidas and Nike are both included in the top 20 brands (Fig. 1.2).
• The North Face carries an equal distribution of men’s and women’s jackets, while Columbia carries more
women’s jackets, and Patagonia carries more men’s jackets (Fig. 1.2).
• The North Face carries almost two times as many products as the next top brand, Marmot (Fig. 1.2).
• Most expensive brands: Arcteryx, Fjallraven, The North Face (Fig. 1.3)
• Overall, men’s active jackets cost $126.2 on average, which is $11 more expensive than women’s - but this varies
between brands (Fig. 1.3).
• Blue tax brands: Mammut, Burton, RAB, Outdoor Research, Nike (Fig. 1.3)
• Pink tax brands: Vintage, DC (Fig. 1.3)
ACTIVE TOPS
Active tops comprise shirts and tees, an ubiquitous staple of any wardrobe. Here are the top 50 brands:
Top 50 Active Tops Brands (Fig. 2.1)
There are almost 2.5 times as many men’s shirts as there are women’s. For something as basic as shirts and tees, it’s
puzzling that there isn’t as broad an assortment for women as there is for men.

14,033
21%
Men have a wider assortment to choose from, but their shirts and tees also cost $3.4 more than women’s shirts on
average.
INSIGHTS:
• Top five brands by product count: Nike, Under • Blue tax brands:
Armour, Adidas, Asics, and Puma (Fig. 2.2) 1. Icebreaker
• Nike’s assortment is significantly larger than any 2. Reebok
of the other brands (Fig. 2.2).
3. Mountain Hardwear
• The top three brands – Nike, Under Armour,
• Pink tax brands:
Adidas – carry only about 19% women’s shirts
on average (Fig. 2.2). 1. Prana
• Champion is one of the cheapest brands, while 2. Jordan

Icebreaker is one of the most expensive ones 3. Patagonia
(Fig. 2.3). 4. FOX
• Half of the top 20 brands don’t impose any kind 5. New Balance
of gendered pricing (Fig. 2.3). 6. Gildan
ACTIVE BOTTOMS
Active bottoms include pants, shorts, and leggings. Some of the top 50 brands are same as those for active tops.
Top 50 Active Bottoms Brands (Fig. 3.1)
The distribution of products between men and women is a little more equal for active bottoms than for tops and
jackets. There are 1.4 times more men’s bottoms than there are women’s.

5,740
38%
INSIGHTS:
• Top five brands by product count: Nike, Under • Marmot and Patagonia are among the most
Armour, Adidas, Champion, The North Face (Fig. expensive brands, while Forever 21 and
3.2) Aeropostale are quite affordable (Fig. 3.3).
• Nike, Under Armour, and Adidas make up 43.48% • Blue tax brands:
of the total assortment among the top 20 brands 1. Jordan
(Fig. 3.2).
2. Champion
• Aeropostale carries the highest percentage of
3. The North Face
women’s bottoms at 78%, but they also charge
women a pink tax (Fig 3.2 and Fig. 3.3). 4. Mountain Khakis
• Ralph Lauren carries only 15% women’s bottoms 5. Ralph Lauren

as part of their product line (Fig. 3.2). • Except for the six mentioned above, no other
brands levy gendered pricing (Fig. 3.3).
YOGA PANTS
Yoga pants and leggings are the centerpiece of the “athleisure” trend. The Indix Product
Information Marketplace shows 8,574 in-stock yoga pants/leggings spanning 23,252 offers
(combination of product + store + size + color) from over 69 brands selling across 115 online
stores. However, only 6.5% of yoga pants are targeted at men.
According to the 2016 Yoga in America study conducted by Yoga Journal and Yoga Alliance, the
number of US yoga practitioners has increased to more than 36 million, up from 20.4 million in
2012. The report also said that annually, yoga practitioners spend $16 billion on yoga classes,
clothing, equipment, and accessories, up from $10 billion over the past four years. 28% percent
of these practitioners are men, but they don’t have much choice in assortment, as shown above. Women’s Men’s
Also, based on our analysis, men pay $6 more on average for yoga pants. 93.5% 6.5%
Here are the top 50 yoga pants/leggings brands. The mix includes many brands not traditionally recognized for
activewear, an indication of yoga pants’ fashion quotient. Examples include Victoria’s Secret, Forever 21, Zara, H&M,
and Free People.
Top 50 Yoga Pants/Leggings Brands (Fig. 4.1)
Average Price of Top 20 Brands (Fig. 4.3)
Note on razor types: Razor sets are typically composed of one razor handle and a catridges with multiple blades. Refills contain
multiple blades for use with specific razor handles. Disposable razors can’t be refilled and come as a single blade and razor unit.
We tracked the average sale price of yoga pants since January 2014. The trajectory is quite dynamic.
Average Price History of Yoga Pants/Leggings (Fig. 4.4)
INSIGHTS:
• Victoria’s Secret, Aeropostale, ALO, Forever 21, and • Brands like Nike, Under Armour, Danskin, and
Electric are the top five brands, each carrying more Victoria’s Secret cost less than half the price of
than 45 products (Fig. 4.2). brands like Lululemon and The Upside, on average
• Victoria’s Secret carries almost 5 times more (Fig. 4.3).
products than some brands in the lower 10 of the • Yoga pants were at their lowest average sale price
top 20 (Fig. 4.2). at $25.4 in August 2016 (Fig. 4.4).
• The average price of yoga pants ranges from $8.1 • In July 2014, yoga pants were at their highest price
to $90.1. The market caters to a lot of different point, costing $50.1 on average (Fig. 4.4).
segments (Fig. 4.3). • Another peak in price occurred in August 2015,
• The average price of brands The Upside and followed by a steady drop (Fig. 4.4).
Lululemon is very high at $90 (Fig. 4.3).
CONCLUSION
The activewear industry is thriving and dynamic. With people increasingly adopting comfortable clothing, the
“athleisure” trend isn’t going anywhere.
• Nike, Under Armour, and Adidas are the top brands for both active tops and bottoms.
• Outdoor brands dominate the active jackets and coats market.

• Men have a much larger assortment of activewear to choose from, but they also pay more on average.
• There are 2.5 times more men’s shirts and tees than women’s on the market.
• Surprisingly, more brands carry a blue tax compared to a pink tax.
• Only 30% of the top 20 active bottoms brands impose any kind of gendered pricing.
• Yoga pants/leggings have become progressively cheaper over the past two years.
• There is a wide range of prices and brands in yoga pants, catering to diverse segments. This indicates their
extensive popularity.
About Indix
Indix is building the world’s first Product
Information Marketplace – the single largest
source of structured product information.
Using the web and partner sites, we collect
dynamic product data such as price, promotion,
availability, and seller information in addition to
normalized catalog data like product identifiers
and attributes. Through data science and
machine learning, we cleanse and structure the
data to make it readily available to businesses.
Using Indix Data-as-a-Service, businesses

and developers use the power of product
information to make better decisions, drive
innovation, and create new models of
commerce.
Learn more at www.indix.com

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PRODUCT CATEGORY REPORT

Based on this background, we wanted to tap into our massive product

Activewear Category Highlights

Top 50 Active Jackets Brands (Fig. 1.1)

Product Count of Top 20 Brands (Fig. 1.2)

Average Price of Top 20 Brands by Gender (Fig. 1.3)

Top 50 Active Tops Brands (Fig. 2.1)

Product Count of Top 20 Brands (Fig. 2.2)

Average Price of Top 20 Brands by Gender (Fig. 2.3)

• Champion is one of the cheapest brands, while 2. Jordan

Top 50 Active Bottoms Brands (Fig. 3.1)

Product Count of Top 20 Brands (Fig. 3.2)

Average Price of Top 20 Brands by Gender (Fig. 3.3)

• Ralph Lauren carries only 15% women’s bottoms 5. Ralph Lauren

Product Count of Top 20 Brands (Fig. 4.2)

Average Price of Top 20 Brands (Fig. 4.3)

Average Price History of Yoga Pants/Leggings (Fig. 4.4)

• Outdoor brands dominate the active jackets and coats market.

Using Indix Data-as-a-Service, businesses

Learn more at www.indix.com

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