The 15 most popular leisure activities among women 18 years and older for the past 12 months.
Shopping is conspicuously missing from this list. That could be because many women consider it a chore rather than a pastime. Tennis is also absent, despite the ubiquitous, attention-grabbing styles worn by pros such as Venus and Serena Williams. But there are still plenty of other opportunities for retailers and manufacturers to tap. Women may be waiting for fashion-forward fly-fishing apparel or flattering clothes to wear around the campfire.
52 percent of women cited this as their favorite leisure activity
Baby Boomers have been cultivating the growth of the gardening industry, which reached $46 billion in 2001, according to trade industry groups. Apparel manufacturers could tap into this burgeoning market with functional, nonfrumpy duds for digging around in the dirt.
Swimwear manufacturers looking to grab a bigger share of the $2 billion-plus business would do well to listen to consumers. While many suits look like they were made for Sports Illustrated babes, a 2001 Dupont consumer survey found that 75 percent of women want styles with tummy control that will take 10 pounds off their physiques.
Consumers spent $15 billion on gear for amateur photography in the U.S. in 2000. While there’s no "uniform" for weekend shutterbugs, the fashion industry could ignite interest in Margaret Bourke White’s utilitarian uniform of khaki waistecoats and pants.
The number of bicycles sold each year has hovered around 11 million. But total spending on bicycles, parts and accessories grew to $5.9 billion in 2000 from $5.5 billion in 1999, according to the National Bicycle Dealers Association.?Cyclists have money to spend. The average price of a mountain bike was more than $500 last year.
Bowling is a $4 billion industry with more than 55 million people playing at least one game in 2001. It’s the biggest participatory sport in the country, yet it’s been losing core business at an alarming rate since 1990. While league participation is down for men, women are gravitating toward the alleys.
Trend-watchers have noted the increasing popularity of cocooning-friendly vacations since Sept. 11. First and foremost among these is camping. Companies such as Recreational Equipment Inc. have seen annual sales grow from $1.8 million in 1966 to $740 million today. That’s a lot of jackets, long underwear and socks.
ADULT CONTINUING EDUCATION
Distance learning has enabled anyone with a keyboard and a mouse to go to school. Boomers and seniors make up a large population of back-to-schoolers, delving into thousands of courses from computer literacy to wine-tasting. These adults are curious, intelligent and possessed of discretionary income.
Brands such as Adidas and Reebok are paying attention to form as well as function when it comes to footwear. According to research by the NPD Group, walking-shoe sales reached $1.2 billion in 2001. Retailers say the customers behind those dollars have evolved into a mixed bag of older, health-conscious women, new moms and younger, race-oriented walkers.
Fishing isn’t just for craggy, weatherbeaten men anymore. Women are hooked. The pastime appeals to all socioeconomic groups, including the wealthy. Resorts such as The Tincup Wilderness Lodge, a fly-in angling and wilderness getaway in the heart of the western Yukon, are capitalizing on this interest by hosting fly-fishing retreats for women.
FREE WEIGHTS/CIRCUIT TRAINING
Kinder, gentler fitness programs are gaining in popularity, but health clubs don’t have to worry about an exodus to the yoga mat or Pilates table. The $12 billion health club industry attracts more than 30 million members. But the need for comfortable, stylish workoutwear still hasn’t been fully addressed.
Adventure travelers represent the fastest-growing segment of the $447 billion leisure travel market, according to the Travel Industry Association. Of course, scaling Mount Everest isn’t everyone’s idea of fun. Still, those with boots on their feet and packs on their backs can be outfitted in performance-oriented gear.
Women represent 24 percent of adult golfers who play at least one round a year, or 6.1 million, according to the National Golf Foundation. This seems to indicate an opportunity for a fashion company to do for golf what Prada Sport and Chanel have done for skiing.
TEAM SPORTS (SOFTBALL, SOCCER, ETC.)
It’s not just a "guy thing." There are drop-in basketball games for women across the country, and the National Football League has developed a Web site, NFL for Her. According to a poll by Oppenheimer Funds and its parent Mass Mutual Financial Group, 81 percent of successful women business executives played organized team sports growing up and said the experience helped them develop leadership skills.
According to a national survey by the Recreational Boating and Fishing Foundation, more than 55 percent of Americans have gone boating in the last two years. Bring on the sunscreen.
Sales of in-line skates may have peaked in 1996, but the sport is still a great way to burn calories. The majority of in-line skaters are women, according to the Sporting Goods Manufacturing Association. States with the most in-line skaters are California and New York.
SOURCE: SCARBOROUGH RESEARCH; * Indicates the same percentage, in no particular order.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)