FP Movement just opened its 75th store. Activewear is eating fashion.
Free People's activewear label outpaces its parent and has been called a future billion-dollar brand.
FP Movement has expanded to approximately 75 standalone stores, with about 20 opening in the past year. CEO Dick Hayne has said it has 'the potential to become a billion-dollar brand.'
FP Movement is the activewear and wellness brand of the American bohemian apparel company Free People, which is part of the URBN (Urban Outfitters, Inc.) portfolio.
The growth happens while broader fashion retail struggles. FP Movement is not competing with fashion. It is replacing it. When gym clothes become everyday clothes, the category boundary dissolves.
The wellness stack is not just supplements and wearables. It is the entire wardrobe.
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SO WHAT?
If your product is adjacent to wellness, consider whether it can become everyday — not occasion-specific. The brands winning collapsed the distance between 'gym clothes' and 'clothes.'
If your product is adjacent to wellness, consider whether it can become everyday — not occasion-specific. The brands winning collapsed the distance between 'gym clothes' and 'clothes.'
Source: Retail Dive