Tag Archives: UnderArmour

Why Women Are Spending Big Bucks on Athleisure

27 Aug

Every day, women spend hundreds of dollars on clothes they plan to wear only while sweating –- sports bras, yoga pants, skin-tight “breathable” tanks. But why? Business Insider reports that it’s all about the way retailers like Lululemon market their apparel – to appeal to women’s insecurities.

Companies like Lululemon capitalize on these instincts, providing workout gear that women can feel “stylish” in, even when they’re doing sun salutations.

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It’s not men they’re trying to impress with their high-end workout garb, it’s other women.

But female competition and insecurity can’t be the whole story here. Because single women are on the path to out-earn their male counterparts,  they’ve steadily become a more formidable consumer force. Women in their 20s and 30s aren’t just spending money on workout gear because they feel a need to impress their peers — they’re spending the money because they can.

Lululemon isn’t the first company to actively target young, single, self-sufficient women. Citibank and Hond notoriously pointed to the demographic’s financial successes and increasing independence. In the ad for Citibank, a young woman says: “My boyfriend and I were going on vacation. We talked about getting a diamond, but with all the ThankYou Points I’ve been earning, I flew us to the rock I really had in mind.” The rock she “really had in mind” happens to be a giant rock formation near Moab, Utah.

New commercials sell women the cars and financial products they can now afford by presenting those big ticket items as tools for celebrating their independence rather than attracting a husband.

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Advertisers are learning that the way to women’s wallets is acknowledging their strengths rather than exploiting their weaknesses, and by focusing on this demographic brands are appealing in part to their awareness of their own power — earning power.