1Q19: Investment Theme 3 – Millennial Wave: Athleisure

The rise of social media and online shopping has accentuated this trend
Chief Investment Office21 Mar 2019
Photo credit: AFP Photo

Millennials – loosely defined as those born between 1980 and 2000 – are re-shaping the world. Born in the Internet age, Millennials are vastly different from Baby Boomers and Generation X. First, Millennials are highly technologically-savvy and tend to embrace social media. Second, Millennials often prioritise healthy-living and wellness. Third, Millennials value experience more than ownership.

As Millennials enter adulthood and possess higher spending power, this generation will profoundly impact consumption habits – from retail, to education, food, and leisure. Companies catering to their needs and lifestyles will therefore be beneficiaries of this trend.

Athleisure, the “new casual” – It is no longer just about function; It is about style. We will be launching a series of investment themes that covers the “Millennial Wave” – which essentially refers to new consumption habits that are unique to this generation. In this inaugural theme, we touch on the rapid rise of global “Athleisure”, a trend that is synonymous with Millennials.

Now, what is Athleisure? A combination of the words “athletics” and “leisure”, the term Athleisure was popularised by female yoga wear which was widely used in gyms during the early days of the trend. It has since spread to men’s fashion and today, the term Athleisure loosely refers to fashionable and aesthetically-appealing athletic clothing that isused for everyday wear – the new causal wear.

Think Lululemon. Think Adidas x Kanye West. Think Puma x Rihanna. The list goes on.

Click here to read the full Millennial Wave: Athleisure report.

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