From Athleisure to Denim
According to Canaccord Genuity, a leading independent, financial services company, there is a shift in the trend. Now we don’t see so often ladies in their yoga pants at the supermarket, having coffee or going to the malls… not really going or coming to the gym.
For almost 8 years the trend has been stable and well and brands of the so called “athleisure” have done great. Now it seems we are back to “dressing up” a little bit and returning to the denim in all the options it offers.
This has affected the shares of brands such as Lululemon, which recently opened a beautiful store in Mall of the Emirates and at Mirdiff City Center. Lululemon Athletica is part of the Majid Al Futtaim family.
In the runways definitely we have seen denim everywhere from Chanel, Dsquared2, Gucci, Kenzo, Marc Jacobs, Michael Kors, Miu Miu, Moschino, Prada.. well, the list is far too long to name it all. Basically, everywhere. And in every potential cut and fit, making denim fun and glam again.
Although we might not be fit to go against this kind of professional analysts, the truth is that maybe because of the young and athletic population we have in the UAE, we don’t see the sales going down. Maybe we will see how the use of the athleisure is to be used again when going to the gym or to be comfortable at home.
Actually, there is a labour trend to work remotely, meaning from home, and you don’t need to dress office smart anymore to perform your duties. So, in our humble opinion, Athleisure might not be as visible as former years, but we don’t see the sales going down anytime soon in the UAE.
To show, not too long ago Lululemon organized an event that gathered close to 700 people to do yoga at Kite Beach. Long life to the active and healthy lifestyle we strive to live in Dubai!!