Pa nthawi ya mliri, zovala zamasewera zakhala chisankho choyamba kuti anthu azikhala m'nyumba, ndipo kuwonjezeka kwa malonda a e-commerce kwathandiza mitundu ina ya mafashoni kuti isawonongeke panthawi ya mliri. nthawi yomweyo mu 2019, malinga ndi kampani yotsata deta ya Edited. M'sabata yoyamba ya Epulo, kugulitsa ma tracksuits kudakwera ndi 40% ku America ndi 97% ku Britain poyerekeza ndi nthawi yomweyi chaka chatha. Zowonetsa za EarnestResearch zikuwonetsa, bizinesi ya Gymshark Bandier ndi kampani ya zovala zamasewera yapita patsogolo m'miyezi yapitayi.

N'zosadabwitsa kuti ogula ali ndi chidwi ndi zovala zabwino zomwe ziri pamphepete mwa mafashoni. Kupatula apo, mabiliyoni a anthu adayenera kukhala kunyumba chifukwa choletsedwa. Blazer yabwino ndiyabwino kuti igwire ntchito pavidiyo yokhudzana ndi ntchito, pomwe utoto wotayiriraT-shirts, pansonga za mbewundi yogama leggingszonse ndizojambula pama media ochezera komanso makanema otsutsa a TikTok. Koma fundeli silidzapambana mpaka kalekale. Makampani onse - komanso makampani omwe ali pachiwopsezo makamaka - akuyenera kudziwa momwe angapitirizire izi pambuyo pa mliriwu.

Zisanachitike, zovala zamasewera zinali kale zogulitsa zotentha. Euromonitor ikuneneratu kuti kugulitsa zovala zamasewera kudzakula pafupifupi 5% pachaka pofika 2024, kuwirikiza kawiri kuchuluka kwa msika wa zovala zonse. Ngakhale ma brand ambiri adaletsa maoda omwe adayikidwa m'mafakitale asanachitike blockade, magulu ang'onoang'ono amasewera akadali osowa.

SETactive, mtundu wazaka ziwiri zakubadwa wakugulitsa masewera a yogama leggingsndinsonga za mbewupogwiritsa ntchito "Drop up", ali m'njira yokwaniritsa cholinga chake chogulitsa $3m pakugulitsa katatu mchaka chandalama mpaka Meyi. Lindsey Carter, yemwe anayambitsa mtunduwo, akuti wagulitsa 75% mwa zinthu 20,000 pazosintha zake zaposachedwa, zomwe zidakhazikitsidwa pa Marichi 27 - pafupifupi kasanu ndi katatu kuposa nthawi yomweyi kuyambira pomwe kampaniyo idakhazikitsidwa.

Ngakhale opanga zovala zamasewera angayamikire kuti sanakhudzidwebe mokwanira ndi mliriwu, akukumanabe ndi zovuta zazikulu mtsogolo. Zisanachitike, makampani ngati OutdoorVoices anali akukumana ndi zovuta zachuma zomwe zingopitilira kukula. Koma makampani omwe ali ndi mawonekedwe abwino sakhalanso ndi nthawi yophweka. Mliriwu udakakamiza Carter kuti ayimitsa mapulani akukulitsa SETactive. Fakitale yake ku Los Angeles yatsekedwa, ndipo akuyembekeza kuti mizere yatsopano ya zovala zamasewera ndi zinthu zina zomwe zidzakhazikitsidwe chaka chino zichedwanso. "Ndikuganiza kuti tikutaya madola masauzande ambiri." Ndipo kwa mtundu womwe umayendetsedwa ndi malo ochezera a pa Intaneti, kulephera kujambula zinthu zatsopano ndi chopinga china. Mtunduwu umayenera kugwiritsa ntchito Photoshop kupita ku Photoshop zakale kukhala mitundu yatsopano, kwinaku ndikuwunikira zapanyumba kuchokera kwa otchuka pa intaneti ndi mafani amtundu.

Komabe, masewera ambiri oyambitsa masewera ali ndi mwayi wokhala ndi digito; Kuyang'ana kwawo pakutsatsa kwapa media komanso kugulitsa pa intaneti kwawathandiza bwino pamavuto omwe akakamiza masitolo ambiri kutseka. Berkley akuti Live the Process yachulukitsa zomwe zidapangidwa ndi ogwiritsa ntchito m'masabata angapo apitawa, zomwe akuti zachititsa kuti Instagram Live ichuluke komanso anthu otchuka pa intaneti omwe avala zovala zamtunduwo.

zopangidwa ambiri, kuchokera Gymshark kuti Alo yoga, ayamba moyo-kukhamukira workouts awo pa chikhalidwe TV.During Lululemon sabata yoyamba ya sitolo kutsekedwa ku Ulaya ndi North America, pafupifupi 170,000 anthu anaonera magawo ake moyo pa Instagram. Mitundu ina, kuphatikiza Sweaty Betty, yomwe ilinso ndi othandizira komanso ophikira owonetsa q&a.

Zoonadi, mwa makampani onse ovala zovala, masewera a masewera ali ndi mwayi wapadera wokambirana nawo za thanzi ndi thanzi labwino lomwe limangokhalira kutchuka. SETactive's Carter akuti ngati mitundu imvera ogula digito panthawiyi, mawonekedwe awo apitilira kukwera ndipo ma brand azikhala bwino pakadutsa.

“Ayeneranso kusamala kuti asamangoganizira za kugulitsa malondawo, koma kuti amvetsetse zomwe wogula akufuna,” adatero. "Izi zikangotha, ndiye chifukwa chake chilimbikitso chimakhazikika."