The ‘FIFA Effect’ is changing the sports apparel market.
Retailers and brands are “championing the female empowerment narrative with more investment in women’s sports apparel” following the women’s FIFA World Cup earlier this year, according to data from Edited, which revealed over “500 new arrivals across soccer-related items with T-shirts and jerseys as the most stocked products,” the company said.“WNBA apparel in the U.S. has grown 261 percent year-over-year from existing retailers to new investors,” the company said in its research report.
Edited, whose data analytics is used by brands and retailers such as Topshop, Tommy Hilfiger, Puma and Madewell, among others, also examined tennis. “Serena Williams, known for her eye-catching ensembles on the court, is bridging the gap between female athletics and fashion with her eponymous and size-inclusive clothing line,” Corrigan noted in the report. “Stocked on its own e-commerce site as well as Walmart, new arrivals include trends like asymmetric hems and velvet tracksuits.
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