With consumer appetite for wellness still booming (see The Business of Wellbeing) and global athleisure sales predicted to rise by 30%+ to $350bn in 2020 (Morgan Stanley, 2015), it’s little surprise that most US and UK department stores’ new year-based initiatives focused overwhelmingly on fitness and health. But there was also an interesting eco-ethical nod, trading on a resolve to consume more ‘consciously’.
Initiatives were largely split into two camps – editorialised, largely video-based content, and in-store events. We highlight the best:
- Nordstrom’s Athleisure Fashion Film: US-based Nordstrom’s What Moves You fashion film, which appears on its website and social media channels, serves as an editorialised shopping guide to its female athleisure trends for 2017. While the video itself isn’t directly shoppable, the website version lists all items featured in a dedicated shopping section below.
- Barneys Blog Gives Guidance from NY Wellness Big Guns: American chain Barneys has tapped three NY-based wellness experts for professional advice: Sam Yearsley – an instructor at spinning community SoulCycle; Jerrelle Guy – the chef and food blogger behind Chocolate For Basil; and Krissy Jones and Chloe Kernaghan – founders of dance-inspired yoga studio Sky Ting Yoga. Every piece of guidance, published as blogs on The Window – Barney’s digital content hub within its e-commerce site – is accompanied by a curated edit of athleisure pieces.