HEEDING ACTIVE BOOMERS
Byline: Rosemary Feitelberg
NEW YORK — They might not be breaking many Olympic records, but baby boomers are helping chart a new course in the activewear market.
Never before have women between the ages of 35 and 50 been so sports oriented and fashion-conscious about athletic wear. And activewear makers are gearing up for the future by accommodating them, offering more modest styles, such as items with better coverage and elastic waistbands, as well as more fashionable and versatile pieces.
The boomers’ interest in health and fitness can be seen in the popularity of vitamins, ginseng, Viagara and health clubs, said activewear makers.
“There is demand for things that keep you young and healthy. Nearly every aspect of society is concerned about staying young and eradicating old age. That’s especially true of baby boomers,” said Ron Mangini, senior vice president of Jacques Moret, the maker of Jockey and Spalding activewear.
Female baby boomers account for 60 percent of Jockey’s customer base; women in their 30s and 40s make up the bulk of the customers, so the company has been working to develop more stylish products, Mangini said.
“These consumers are looking at being active as a year-round thing. Some retailers still have a little bit of the mentality that it’s a six-month business. That’s beginning to change,” Mangini said. “Retailers are beginning to realize that the only difference [in the winter] is that people go indoors to work out.”
The influence of baby boomers on the activewear business is one reason Jockey will be in 1,000 doors this fall — more than twice as many as last year, he said.
Offering better coverage, more bottoms in darker colors, vertical stripes instead of horizontal ones and more sportswear styles are part of Danskin’s new plan to accommodate the aging population.
After quizzing more than 5,000 women through focus groups, surveys and one-on-one interviews last fall, Danskin determined women — especially baby boomers — want activewear that is more versatile.
Knowing its core customers are between the ages of 25 and 45, Danskin aims to simplify their lives by offering multifunction pieces, a company spokeswoman said. Supplex T-shirts, which can be worn with a business suit or for exercise, and tunics, which can be used for weekend wear or workouts, are two new styles.
Women are shopping less than they used to, and many are looking to reduce their apparel expenses, she said. To build on those two trends, Danskin will unveil a print advertising campaign in August with the tag line, “Clothes for Living.”
Expanding its sizes, pooling information about customers and offering more looser-fitting items are some of the ways SportHill, a Eugene, Ore., company, is building business with boomers, said Jim Hill, president.
“We’ve seen big increases in demand for women’s sports apparel, and it has not come from the competitive market,” he said. “It’s the 30 to 50 crowd.”
SportHill’s average female customer is between 35 and 45. Women account for about 42 percent of the company’s volume, and that figure is expected to increase to 50 percent in the next few years.
That age group liked the looks of XC, lightweight, generously cut adventure wear that was introduced in March, Hill said.
The company keeps a close eye on women’s involvement in sports and fitness. Running and walking on roads and trails are currently the most popular activities among female baby boomers.
Active Apparel Group, the maker of Everlast activewear, is offering multipurpose styles with more coverage — something more mature customers have been asking for. Rita Cinque, executive vice president, said, “They don’t want to buy a piece that only has one end use. They’re not interested in quantity; they want quality.”
Knowing that, the company will introduce a 25-piece technical nylon group that is expected to be a hit with women in their 30s and 40s.
Strong sales of Champion Woman — a large-size collection introduced for spring — also reflects the aging population’s influence on the activewear market. Champion receives hundreds of phone calls and letters from women — many of whom presumably are boomers — thanking them for recognizing the need for large sizes, a Champion spokeswoman said. An estimated 47 percent of American women wear a size 14 or larger, she said. Champion Woman is offered in sizes from 14 to 28.
To suit various women’s needs, Champion offers shorts in four lengths — 3 inches, 5 inches, 7 inches and 9 inches. Champion’s core customers range from 25 to 49.