How can fitness apparel manufacturers better sell women's fitness apparel?

A pair of hip-lifting fitness pants can help the sagging buttocks regain support; a gathered sports bra can make the breasts of fitness girls more firm; and a pair of high-waisted V-shaped yoga pants, the tension-filled fabric also hides the uneven belly.

The design logic of fitness clothes has long surpassed the functional attributes of sports and has become a way of "visual shaping" of the body. "Breast enhancement, hip lifting, and waist slimming" have become popular keywords in the search box of "women's fitness clothes", and even become a "little trick" way of dressing for women who do not exercise, which has begun to create a batch of hot-selling women's sportswear products.

Whether it is the topic of #workout outfit on Instagram or the millions of notes recommended by Xiaohongshu #fitness wear, it always revolves around "not only to exercise well, but also to wear beautifully", and "body cheating" has also become a standard for buying fitness clothes.

Not only that, those entrepreneurial brands entering and leaving the market, relying on these tricky selling points, are taking a different approach and squeezing into the sportswear market where international big brands gather.

Selling point of women's fitness clothes

If fitness needs external packaging, then the "body cheating device" perfectly fits the essence of packaging.

From the foot-stepping pants in the 1990s, the high-waisted tights in the millennium, to the current yoga pants for abdomen and hip lifting, "wear and look good" is replacing "exercise to see results".

This demand also drives major brands to constantly adjust their product strategies, making "shaping sense" a new competitive advantage for fitness clothes.

From the slim tailoring, the splicing of lines, and even the color matching design, every seam of women's fitness clothes seems to imply: wearing it will make your waist thinner, your legs longer, and your buttocks more perky. Brands are also well aware of the needs of "bumpy, high-rise buildings on flat ground, and thin when put on".Also, many brands have become well-known in the female market by "wearing a good figure".

The most well-known is lululemon groove, known as the "magic pants". It is not only a must-have for fitness novices, but also an evergreen for daily sports wear. MAIA ACTIVE's "waist-fine pants" have become popular, probably just like the body-beautifying metaphor of its product name.

The immediate "body-shaping effect" helps new brands enter the market and traditional brands regain the female market.

Recently, Nike officially announced that it will cooperate with SKIMS to launch a new brand, NikeSKIMS, which is committed to promoting the growth of NIKE, Inc.'s women's business. At the same time, it also mentioned in the promotion that it will create products that fit the body curves and show the natural beauty for women.

Whether for fitness enthusiasts or brands, fitness clothes have evolved to the point where they are no longer just auxiliary tools for fitness, but also a magnifying glass to help women show their beauty. Rather than a "body cheater", it may be more of a "beauty restorer".