The Pilates craze in the United States has triggered demand for related clothing. Which categories are the most popular?

According to analysis by Korean media KOTRA, Pilates is becoming one of the most popular sports in the United States, driving a surge in demand for related apparel. In the American fitness products market, Pilates apparel occupies an important position, and fashion brands are rushing to enter this market.

As consumer demand increases and brand competition becomes increasingly fierce, Pilates clothing with various functions and styles has emerged in an endless stream. This article will explore what business opportunities are worth paying attention to in the US Pilates clothing market.

According to data from the U.S. Bureau of Labor Statistics, as many as 96% of American consumers are keen on various sports and leisure activities. In recent years, Pilates has quickly become popular on major social media platforms. Celebrities and Internet celebrities are sharing their Pilates training activities, which has led to a surge in demand for Pilates clothing.

The popularity of Pilates in the United States can be traced back to the fashion charity dinner of the Metropolitan Museum of Art in New York a few years ago, when American supermodel Met Gala shared her secret to a good figure - Pilates in an interview. The interview video received more than 16 million views and 600,000 likes on TikTok, and the gears of the Pilates craze started turning.

Pilates is particularly popular among women. According to a Statista survey of about 22,000 U.S. consumers conducted between April 2022 and March 2023, about 27% of female respondents regularly practice yoga or Pilates, although the proportion of women who practice traditional aerobics is still the highest at 41%. But Pilates' popularity continues to rise, surpassing cycling or running/jogging.

<Participation rate of adult sports population in the United States by gender and sport in 2022-2023>

[Source: Statista (Most Popular Sports and Activities in the United States, published in June 2023)]

As Pilates becomes more popular, American fashion brands are also launching various Pilates sportswear, especially those that originally focused on yoga clothing. As the boundary between yoga clothing and Pilates clothing is relatively small, many clothing brands that originally focused on yoga people have expanded their target audience to Pilates people.

KOTRA's analysis reveals the most popular Pilates apparel styles in the U.S. right now.

Leggings are the most representative style of Pilates bottoms. Leggings were originally the representative of yoga clothing. Driven by major Internet celebrities, they have become clothing suitable for all sports, and you can even see a lot of them on the street every day.

Currently in the US market, the most popular brand of Pilates leggings is the famous sportswear brand "Lululemon", and its signature leggings "Align High-Rise Pant" are currently a popular online product.

Recently, cycling shorts designed as “Bikershorts” have received more and more attention. They are not only comfortable to wear, but also can better show the muscle lines of the legs. They have appeared in many sports videos of Internet celebrities.

Emerging sportswear brands such as "Girlfriend Collective" and "Year of Ours", a sportswear brand that focuses on "Made in the USA", have launched a variety of Pilates shorts series for consumers to choose from.

<Lululemon leggings and Year of Ours shorts>

In terms of Pilates tops, they are also mainly close-fitting, comfortable and elastic. Compared with loose clothing, sports bras or tight T-shirts are more popular among American consumers. In the United States, Lululemon and Athleta brand sports vests are popular because of their high elasticity and quick drying.

In recent years, "croptops" that can show abdominal muscles have attracted much attention and become one of the hottest fashion trends.

In addition, the "Unitards" design that integrates the top and bottom has also become one of the most popular Pilates clothing styles in recent years. This type of clothing solves the problem of clothes sliding up and down, giving consumers an excellent full-body fit and sense of unity, and is chosen by more and more consumers.

Another Pilates-related apparel product worth noting is "gripsocks", which can provide stable foot support and anti-slip function when performing various Pilates movements. Currently, various styles of gripsocks can be found on the US market, ranging from the shape of ordinary socks to the strap design similar to ballet shoes.

<GirlfriendCollective's bodysuit and AloYoga's anti-slip socks>

In the United States, the popularity of yoga, which has long been popular, has gradually faded and has been gradually replaced by Pilates. Especially in the spread of social media, Pilates is becoming more and more well-known to young people. As the demand for Pilates clothing continues to grow, some emerging brands specializing in selling Pilates clothing are constantly pouring in.

For brands that want to enter this market, it is very important to pay attention to market trends and consumer needs. Unlike general clothing, the production and design of Pilates clothing requires more considerations. Not only should the design be considered, but also the functions such as moisture wicking, breathability and quick drying should be taken into consideration.

Additionally, given the highly diverse demographics of the U.S. consumer market, offering a variety of size, length, and curve design options can also help attract consumers and win customer loyalty.

Editor✎ Ashley/

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