Athleisure is rewarding in USA, shows import growth of 9.73% in leggings

According to NPD Group, the adult activewear market in the USA generated US $ 50.3 billion revenue in 2019, with men’s category accounting for 51 per cent of the market share and women’s category sharing 49 per cent of the revenues.

When the COVID-19 hit the world in early 2020, and specifically the USA in mid-March, gyms and fitness centres had to close their doors temporarily creating a noticeable dent in athleisure/activewear industry in March. Not to be put down, fitness freaks opted for home workout routines amidst stay-at-home instructions realising that the pandemic is not going anywhere soon.

As a result, according to Lifestyle Monitor, certain athleisure categories, especially in bottoms, have sold really well from mid-April till May ’20 – which are sweatpants and leggings. Sweatpants sell out of overall assortments in the USA apparel stores has gone from 6 per cent in May ’19 to 11 per cent in May ’20. In menswear, it’s 14 per cent of overall sales in the first 5 months of this year as compared to 11 per cent of the same period in 2019.

This surge in activewear in the USA is even more significant considering that all other product categories have seen massive downslide. Lifestyle Monitor’s survey shows that half of all US consumers (47 per cent) are buying less apparel for themselves in 2020 compared to 2019.

Not only are the figures of legwear sales in the USA promising, but the consumers’ willingness to pay more for performance-based apparels also gives solidity to athleisure retailers in the country. The survey further reveals –

1. 63 per cent shoppers are willing to pay more for athleisure/activewear that’s stain-resistant, shrink-resistant; 62 per cent want shrinkage resistant activewear; 60 per cent say they would spend more if activewear has wrinkle resistant properties; 59 per cent in case of odour resistance; and 58 per cent for fade resistant activewear.
2. The activewear shoppers in the US also wish to pay premium if workout clothes have – durability enhancement (60 per cent shoppers); sweat-hiding technology (55 per cent); and moisture management (51 per cent).

Legwear – the only growing import category of the USA amidst rising sweatpants and leggings sales…

1. Legwear import of the USA saw a surge both in values and volumes in May ’20 on monthly basis
2. China is the most dominant legwear exporter to the USA
3. Indonesia’s emergence is notable
4. Bangladesh is almost nil in legwear exports to the USA

On one hand, when all major apparel product categories imported by the USA fell flat in the month of May ’20 over April ’20, legwear import by the USA in May ’20 tapped growth on monthly basis both in values and volumes by 9.73 per cent and 20.46 per cent respectively.

The USA imported 16.67 million dozen pairs of legwear in May ’20 worth US $ 72.57 million, while the import in April ’20 remained at just 13.85 million dozen pairs which valued at US $ 66.13 million.

The Y-o-Y percentage fall from 2019 to 2020 in May month in import of legwear was significant at 55.82 per cent in volumes and 61.96 per cent in values. However, the growth in the category in May over April shows the product is gradually coming back on track, as demand for the category increases and the pandemic subsides, and that’s a great sign.

The growth was contributed solely by two shippers – China and Indonesia, as both these countries massively escalate their respective exports of legwear to the USA in May ’20 both in values and volumes.

Seeing the yearly data (May ’20 over May ’19), it’s certain that the fall is recorded in the Chinese shipment… not because China wasn’t ready to ship legwear, but because the USA was reluctant in sourcing the same due to store closures in the country.

On the other hand, the rise in Indonesian legwear shipment to the USA in May ’20 leads to a conclusion that this South East Asian country is slowly but strongly tapping a great chunk in the US legwear market, which is expected to be continued in the subsequent months.

Key observations –

1. China shipped 14.02 million dozen pairs of legwear to the USA in May ’20 worth US $ 55.24 million, up by 64.15 per centand 46.61 per cent respectively on monthly basis.
2. China’s share to overall legwear import value of the USA stood at 76.11 per cent, which is a dominant contribution.
3. The yearly drop in Chinese legwear shipment was 53.25 per centin values and 46.65 per cent in volumes.
4. The UVR in May ’20 valued at US $ 3.94 per dozen pairs, while the same was valued at US $ 4.45 per dozen pairs in May ’19, a drop of 11.46 per cent.
5. Indonesia saw a great surge in volume-wise exports of legwear to the USA in May ’20 over April ’20. Values, however, remained negligible.
6. The country shipped 173,078 dozen pairs of legwear to the USA, noting a monthly surge of 1098.19 per cent over April ’20 when the shipment from the country was just 14,445 dozen pairs.
7. On yearly note, the shipment of Indonesia saw a growth of 61 per centin May ’20.
8. Value-wise, Indonesia clocked US $ 810,075 in May ’20 which is almost double from what it had clocked in April ’20 – US $ 400,505.
9. Vietnam couldn’t see any growth in its legwear export to the USA in May ’20 and fell by 9.37 per centon yearly note, while the decline on monthly basis was 48.41 per cent in May ’20 over April ’20.
10. India lost 92.35 per centshare in its legwear export values to the USA in May ’20 over May ’19.

Y-o-Y and M-o-M % change in quantities of legwear imports by USA:
(Comparison between May ’20 over May ’19 and May ’20 over April ’20)

Y-o-Y and M-o-M % change in values of legwear imports by USA:
(Comparison between May ’20 over May ’19 and May ’20 over April ’20)