An overview of recent designer collaborations, announcements and launches in the activewear apparel sector. Data about retail footprint of emerging to established Lululemon competitors. Trend assessment of fall fashions including camo, jewel tones, and shiny shorts.

1. FALL ‘15 ACTIVEWEAR
ROUND UP
September 2015
l in dsa.meyer @gmail.com | 650.793.1970 | @ lin dsaymeyer

2. Launches:
Tory Sport, Derek Lam x Athleta (see next slide)
Announcements:
Jessica Simpson announces activewear line to ship in Oct ‘15 exclusively
from 300 Macy’s stores + online; price range $25-49; 32 styles and 21
plus size styles
Style Watch:
• Outdoor Voices debuts split color panel leggings on 9/24;
• will be on the look out for more imitators
• Camo still (unfortunately!) trending; fall color palette
• gets jewel tone refresh; shiny shorts have a moment
Industry Interest:
Activewear parody YouTube video hits 725k views in 48 hours
HEADLINES

3. DESIGNER LAUNCHES
D e re k L a m x A t h l e t a To r y S p o r t
P r i c e $64 – 498 (Sept 9 launch) $55 – 550 (Sept 22 launch)
I t e m s
Outerwear, sweaters, elevated sweatpants, and
even leather, with clever twists on classic shapes
and fabrics, graphic color blocking, and layered
two-in-one garments
Clothing, bags, shoes, and accessories for running,
studio, tennis, swim, and “coming and going”
A v a i l a b i l i t y
Select Athleta stores, at Derek Lam 10 Crosby in
Soho, and online
Online as well as at the Tory Sport pop-up shop at
257 Elizabeth Street in Manhattan
N o t e s
“We wanted to create something new and
exciting for a modern woman living her life on
the go.”
“We’ve been working on Tory Sport for close to
three years, it was a much harder process than I
originally thought,” CEO and designer Tory Burch
says. “With Tory Burch, we took luxury down from
a price perspective. Here, we’re taking sport up
and making it a bit more premier.”
Other Designer Launches:
Jun ‘15 Rebecca Minkoff
Jan ’15 Cynthia Rowley
Jan ’14 Norma Kamali

4. RETAIL ROUNDUP
• SoHo opened 8/5/15
• Now 112 stores total; 5 adtl stores planned by YE
• 42 UK stores with 5 East Coast locations
• Growth investment from Catterton to expand in US
• Venice and UES coming soon
• “Lululemon of Australia” with 150 locations (41 in the US)
• Launching Manhattan Beach (Sept ‘15) and Honolulu (Nov ‘15)
• Recent funding round valued company at $74M;
• 12 stores planned by YE ’15 (25 by YE ’16)
• So. Cal (Fashion Island, La Jolla, Malibu) and SF coming soon
• 46 global stores including NYC, Paris
• Plans for 15-25 locations per year in existing and new markets
Numberofstores
1 2
1 5 0
4 6

5. TREND: CAMO
B a n d i e rC a r b o n 3 8

6. TREND: DARK JEWEL TONES
B a n d i e r
C a r b o n 3 8
C o r y V i n e s
F a b l e t i c s

7. TREND: SHINY SHORTS
1. The Upside Shen Short ($94)
2. ADay Short But Shiny Shorts ($65)
3. First Base Bondi to Bronte Sport Short ($89)
4. Koral Scout Double Layer Shorts ($110)
5. Adidas by Stella McCartney Essential Short Tight ($94)
1
2
1
3
5
4
* W e l l & G o o d 9 / 2 0 / 1 5
“ T h e w i n d b re a k e r - l i k e n y l o n
f a b r i c i s f l a t t e r i n g a n d c o o l ,
w i t h a f a u x - l e a t h e r c r i n k l e ”

8. CURRENTLY CRUSHING ON
b re a t h a b l e
b l u e m e s h
n e u t ra l p a n e l s
i n s o f t , l u x e
f a b r i c s
t h u m b h o l e s
a s y m m e t r i c a l
g e o m e t r y
m u t e d c o l o r
s c h e m e
[LM COMMENTS] Breathable mesh could be cool enough to wear through a light-sweat class or on a cool
morning run. Shiny fabrics look luxe – and super soft. The panels look random but actually convey an
intentional sophistication. In a season of dark solids and ridiculous prints, this piece feels made to turn
heads with its easy colors and enduring elegance.
S p l i t s 5 9 O l i v i a M a t r i x t o p ( $ 8 9 ) f e a t u r e d i n C a r b o n 3 8 e - m a i l o n 9 / 1 2