2022年运动休闲的兴起 The Rise of Athleisure 2022 -The Best Strategies to Break into a Highly competitive Market -Turtl

TheRiseofAthleisure2022TheBestStrategiestoBreakintoaHighlycompetitiveMarket1.TheRevivalofAthleisure2.BrandRankings3.WhichVoicesareValuableforBrands?4.ReportInsightsCelebrityBrandEndorsementsStrategicBrandPartnershipsInclusivityActive,Healthy,Fitness-basedLifestyle5.KeyTakeawaysfortheFuture6.ContinuingTrendsinto20227.Methodology TheRevivalofAthleisureTheCOVIDpandemichasimpactedhowmanypeopleviewtheirhealth,fitness,andgeneralwellbeing.Asmorepeoplecommittoleadinghealthierandmoreactivelives,sporting-goodscompanieshaveanopportunitytoexplorenewareasofgrowth-nonemoresothanathleisure.TArecentMcKinseyandCompanyreportpredictstheglobalathleisuremarketwillsee8%-10%YoYgrowthupto2025,from€295billionin2021to€395billionin2025.Theimplicationisthatbrandsmuststartstrategizinghowtoincorporateathleisureintotheirbusinessmodelsfor2022andbeyond.Failingtodosowillleadtoanunassailablemarginopeningupbetweenthem,andtheircompetitors.Thisreportwilldeepdiveintothestats,data,andtrendstouncoverthetrueimpactofthepandemictrendsandthebeststrategiestobreakintothishighlycompetitivemarket. ivalofAthleisureVOICEMIXBENCHMARKVoiceMixprovidesthepercentageofcoverageorMediaImpactValue™generatedbyeachofthefiveVoicesthatmoveconsumersthroughthebuyingjourney.Inmostathleisurebrands,theVoiceofMediaplaysacriticalroleinthegenerationofMIV®.However,wealsofindcasessuchasthatofVANSthatrelymostlyontheirOwnedMediatogeneratethemajorityofMIV®. WhichVoicesareValuableforBrands?IfIfwebreaktheVoiceMixdown,wecanseethatMediaaccountsfor55.6%oftotalMIV®,followedbyInfluencers,at17.3%.Thisisakeyindicatorthatexternalcoveragecontinuestoplayavitalrole,combinedwithbuildingengagedandtransparentcommunities,toultimatelyhelpbrandsincreasesales.Alsobelowwe'vecomparedthefiguresfrom2021(vs.2020)tohighlightthegrowingimportanceinfluencersandmediaareplayinginsecuringMIV®. CelebrityBrandEndorsementsReportInsightsCELEBRITYBRANDENDORSEMENTS-TOPSOCIALMEDIAPOSTSbyMIV®in2021CristianoRonaldoPartneringwithCristianoRonaldohasprovedtobefruitfulforNike,generatingaround$248MInMIV®onInstagramwiththehighestMediapercentageof69%viathe#GoFlyEaseCampaign.LeoMessiAspartoftheAdiClubcampaign,LeoMessirepresentedthebrandforits‘CreatedwithAdidas’LegendLevelmembernominationseriesonsocialmedia.Thispostgenerateda$1MinMIV®Dwayne"TheRock"JohnsonUnderArmourcollaboratedwithTheRockfortheLaunchofPR4,thenewtrainingshoes,alongwiththebrand’sfirstover-earheadphonesandnewapparelaspartoftheWorkStartsHerecollection.HispostonInstagram-CelebritiesdrovethemostMIV®in2021Asdemonstratedbythetop-performingpostsonsocialmedia,itwasclearthatCelebritieswereparamounttomostathleisurepost-pandemicmarketingstrategies.Brandsleveragedhigh-profilenamestosecuretheirshareofaglobalathleisuremarketestimatedtobeworth$348.95billion.Furtherdataanalysisrevealedthatthehighest-returningMIV®camefrompostsbuiltaroundtargetedcampaigns.Thiscouldadaybeforethelaunch(25thAugust2021)-generated$994kinindicatethatbrandslookingtoleveragestrategicpartnershipsshouldtightentheircontentaroundaclear,holisticcampaign.BrunaMarquezineAnotherprofilewithalargefollowing,BrunaMarquezine’spostwasapaidpartnershipwithPuma,asthebrand’sambassadorinBrazil.Thepostfocusedonthe#ForAllTimeCampaign,earning$747KinMIV®.TheBollywoodactress,SunnyLeoni,optedforarelaxedimageassheshowedoffherSkechersshoesatthePoovarIslandResort.Thecelebritygenerated$705KMIV®forSkechersIndia.BrandedBrandedfitnessplatformsbuildstrongcommunitiesCelebrityandinfluencercross-collaborationsallowathleisurebrandstobuildstrongercommunitiesandfurthersolidifybrandloyalty.Italsohelpsbrandsrefocusontheircorevaluesthroughconsistentcontentandmessaging. StrategicBrandPartnershipsReportInsightsTopOwnedMediaPost@gucciInstagrampost$495KMIV®BRANDPARTNERSHIPSbyMIV®in2021$495KMIV®GucciannouncedasurprisingpartnershipwithTheNorthFacein2020,markingthefirsttimealuxurybrandandanoutdoorbrandhadcollaboratedtogether,makingthisoneofthemosttalked-aboutcollectionsoftheyear.ThisInstagrampostwaspublishedonGucci'sOwnedMediaandfeaturedadownjacketonawallinMilantoembody#TheNorthFacexGucci.ThisisthetopIGpostandreceived859Kcommentsand3.5Klikes.V#TheNorthFaceXGuccigenerated$12MMIV®,accountingfor33%oftheentiresocialvalueofthequarter.ThebrandGuccialsobecamethebestperformingVoiceforTheNorthFace,accountingfor$5.2MMIV®inBRANDPARTNERSHIPSbyMIV®in2021ADIDASX$277KMIV®ThiscollectionbetweenLA-based424,Adidas,andArsenalFCblurredthelinesbetweenstreetwearandsportswear.TheapparelincludedboldredAFC,424,andAdidasco-brandingwitharedkeylinewhichhighlightsthearchitectureoftheEmiratesStadium.Atrainingjerseywiththe20/21homejerseygraphicintonalblack&carbongrey,andaponchowithoversized424brandingaretwoofthestandoutpieces.ThisInstagrampostwaspublishedbySKYSportsandfeaturedanimagefromoneofthecollection’snewtrainingtopsThepostsreceivedjustshortof150Klikes. ReportInsightsINCLUSIVITYADIDAADIDASThisyearlyglobalcampaign‘’Impossibleisnothing’’recentlyfeaturedprominentnamesfromvariousindustriesaroundtheworld,withtheaimtofeaturethemindocumentary-stylefilmsbasedontheirlife’sstrugglesandachievements.ThisyeartheyhavefeaturedtheSquidGameactorHoYeonJung,volleyballplayerTifannyAbreu,basketballerAsmaElbadawi,modelEllieGoldsteinandyogateacherJessamynStanley–whohaveeachdefiedtheoddstobecomesuccessfulintheirownrespectivefields.Toadidas,ImpossibleisNothingisawayofseeingtheworldforwhatitcanbe,notasitis.ThisOwnedMediaVideoontheirYoutubeChannelhasgeneratedanimpressive$82.5KMIV®.INCLUSIVITYADIDAADIDASAdidaspartneredwithmodelandBlackstagePolefounderLeilaDaviestopromotetheirStellaMcCartneycollabcollection.Thiscampaignsoughttochallengethetraditionalstereotypeofwhatattractiveness,desirability,orbeautyis,especiallyforwomen.Itshedimportantlightonthedeep-seatedbiasmanyhaveoverwomen’sbodiesandsentastrongmessagetowomentoownandcontroltheirowndefinitionoffemininity.INCLUSIVITYINCLUSIVITYArabdesignerArwa,cameupwithaniconicwomen-inspiredcollectionwithAdidasOriginalin2021,whichgotfeaturedinVOGUEArabAE.ThecollectionreceivedmassiveattentionintheMiddleEastandtheGulfregion,withthemainfocustohighlightArabwomenandtheirheritage.EarninganimpressiveMIV®of$63.7KthecollectionpaidhomagetotheArabpatterns.INCLUSIVITYFeaturedinMarieClaireUSInSep2021-PUMApartneredwiththeiconicdesignhouseLibertyblurringthelinesbetweencasualsportswearandfashion.Thecollectionwaslaunchedaspartoftheircampaign‘Shemoveswithempoweredstyle’andgenerated$22.1KMIV®fortheirfeatureviaPrint.Thefloralcollectionisinspiredbyteambuildingandupliftinggoalsandwomenempowermentandfocusesonarangeofcomfortableathleisureleggingswithpockets.ReportInsights CTIVEHEALTHYFITNESSBASEDLIFESTYLEuringthelockdown,UnderArmourlauncheditsdigital DEcosystemofsmartshoes,watches,earbuds,andtheMapMyRunapp.Amidsttheglobalpandemic,theirmaingoalwastoexecuteacomprehensiverestrictedplan.Theecosystemprovidedreal-timecoaching,at-homeworkouts,andoutdoorruns,focusingonathlete-ledsolutions.$106KMIV®|Voice-OwnedMediaTheBrandworkedwithUltramarathonerYiOuWangasfaceoftheOwnedMediacampaignonthelaunchoftheUAHOVR™InfiniteshoesconnectingtoMapMyRun.Thisvideomediagarnered$106KMIV®.CTIVEHEALTHYFITNESSBASEDLIFESTYLELULULEMONAspartofLululemons’globalcampaign,theannualSweatlifeFestivalfeatureswell-knownindustrystars,experts,andyogaguru’stotraintheattendeesattheirfitnessretreat.Thiscampaignachievedhighvisibilityonbothsocialmediaandprint.ThispostonIGearned$114KMIV®aspartoftheirownedmediacampaign.Thebrandfolloweda‘’keepingacheck’’questioned-basedseriestoengagewiththeiraudienceonsocialmedia. WouldWouldyouliketoknowmoreaboutimplementingtheseYesNoPostanswerTargetedcampaignsvs.One-timeendorsementsWhenleveragingcelebrityendorsements,trydoingsoaroundtargetedactionsorcampaigns.Thehighest-returningMIVpostshadaspecificfocus,notrandomendorsements.UnderarmorandDwayne“TheRock”JohnsonproducedcontentaroundtheirProjectRockcollection,AdidasandLionelMessiteamedupintheir#AnythingIsPossibleSlightlyleftfieldbrand 2.collaborationsNorthFacesawa403%increaseinYoYMIV.How?Bythinkingslightlyoutsidethebox.ItscollaborationwithGuccimarkedthefirsttimealuxuryandoutdoorbrandhadcombinedtosuchgreatsuccess-auniquetacticwithpotentiallyludicrousresults.Challengethestatus 3.quoAdidasandPuma’scampaignsfocusingoninclusivity,diversity,andchallengingtraditionalexpectancyofwomeninsportgarneredalotofsupport.Thisformofsociallyconsciousmarketing-consideringthechallengesandsocialissuesfacingconsumers-issomethingwe'reseeingofgrowingimportancein2022,too.Post-pandemic 4.mindsetTheCOVIDpandemichassignificantlyalteredconsumerbehaviorinalmosteveryindustry.Brandsabletounderstandthatconsumerbehaviorshiftandadapttheirproductofferingaccordinglycouldgainthemselvesasignificantedge.UnderArmourandLululemondemonstratedthiswiththeirshifttoActiveHealthandWellness.Pariscampaign,andNikewithChristianoRonaldoand#GoFlyEase. 2022ReportInsightsTrendsContinuinginto2022Thepandemicmarkedthebeginningofaneweraformanysectors,particularlysportswear,withtheathleisuremarketseeingamarkedincreaseinconsumerinterestandgrowth.We’realsoseeingthatmanyofthosetrendsthatbeganin2020and2021continuetoberelevantin2022.Forexample,increasinglysegmentedmarketingtactics,multi-brandcollaborations,andsociallyconsciousmarketingcontinuetodefinethesuccessoftopbrandsgeneratingthegreatestMediaImpactValue™today.Here’ssomefurtherproofofthat. Period:January1,2021toDecember31,2021Scope:OnlineandSocial,PrintDataServices:OnlineMedia,Blogs,Instagram,Facebook,TwitterandYouTube.Reach:potentialreadershipofthepostsbasedonthesumoffollowersforapostonsocialmediaandaudienceofawebsiteforarticles.Engagement:sumofthelikes,comments,retweetsandshares.EngagementRate:isonlyappliedonsocialmediaandiscalculatedbasedonreachandengagement.MediaImpactValue™(MIV®):FinelytunedtospecificitiesofFashion,Luxury,andBeauty,thealgorithmwastrainedonactualmediaratesand5+yearsofFLBspecificcampaigndata.Itanalyzesmorethan100quantitativeandqualitativeattributesincludingaudienceengagement,industryrelevance,sourceauthority,andcontentquality,tocreateahighlyaccuratemethodofmeasurement.MIV®offersaunifiedwaytocalculatehowbrandequityisbeingcreatedandwhichstrategiescreatethemostROI.Placements:amountofproductplacementswithinOnlineandSocialmedia.Voices:Launchmetrics’Voice-CentricapproachhighlightstheVoicescreatingvaluetodaytoprovideaholisticviewofmarketingperformanceandcross-comparetheimpactvariousactivitieshaveonthecustomerlifecycle.FromMedia,Celebrities,Influencers,PartnersandOwnedMedia,thismethodologygivesbrandsauniqueframeworktounderstandtheROIoftheseactivitiesaswellastheVoicesthatinfluencethecustomerbuyingjourneyfromawarenessandconsiderationtoconversionandretention.COMMONCOMMONEXPRESSIONSMIV®$–MediaImpactValue™PLACEMENTS/PL–Numberofonlinemediaarticles,blogpostsorsocialnetworkpostswhichmentionthebrandM–MillionK–ThousandAVERAGE$MIV®-AverageMIV®perplacementforaspecificsubsetofdata,allowingustomeasuretheaveragequalityofachannelAVGENG.RATE%–AverageEngagementRa