Defining style and success in active wear

When I'm researching active wear clothing I come across a fair number of companies that have the same colour offerings. Take for example the three pieces on the left. These were popular colour choices in 2010 and according to trend researchers, will continue to be so into 2011.

Apart from big name designers and companies that are players in the growing female active wear market, I ask myself what contributes to the success of a line put out by a company like Running Skirts? They may incorporate the season's latest colour trends into their line, but other factors also contribute to their burgeoning success.

I've been contemplating this for some time and chose to look at Running Skirts after viewing this television segment on the company:



Perhaps I just haven't looked deep enough into current styling trends to expose an interest in argyle. I think this is irrelevant though. I think companies like Running Skirts are setting a trend in the market. Similar to other women-run companies in North America (Skirt Sports, Moeben), the Running Skirt's line incorporates funkiness through pattern selection, use of bold colours, playful femininity and the presentation of coordinated outfits. The company's approach to merchandising and promotions certainly creates a strong picture of their brand.

I also think that the concept of wearing a coordinated outfit in a sport like running is so novel that it sells. Of course it repels some that believe fashion has no place in sport, but the success of these smaller companies and their global presence show the demand is there. And at the end of the day, fashion is business and it's the bottom line that counts.