Stylized track suits go the distance - women's clothing

DSN Retailing Today, August 18, 2003

Stylish new renditions of the track suit are picking up speed in the misses market for '04, after continued success in juniors' sizes. Thanks to youthful, flattering details like narrow, form-conscious jackets and open, slit or flared legs, athletic coordinates have become fashion items again.

"Coordinated hoodies and sports pants are definitely key items, whether it is velour come holiday 2003 or terry next spring," said Janet Kanios, vp of marketing at Ross Stores. "We will continue to feature them in our marketing targeted at both juniors and misses customers during back-to-school and beyond."

As the look picks up at the mass level, performing well at Wal-Mart and Target, it remains strong at department stores, where the trend first started.

"This year alone, So Sporty and SNAX has shipped well over 220,000 velour and terry matching silhouettes to stores like Nordstrom, Marshall Field's, 24 Hour Fitness and Dillard's, and we anticipate continued demand" noted Cristofer Smith, designer at So Sporty and Snax.

Though senior citizens still provide a loyal audience for the prototypical shiny nylon track set, with gathered cuffs and baggy cuts, boomers and below are buying into the new interpretation of the style.

"Yes, initially we only saw causal on teens. Now it's more fashion and has universal appeal, so we're seeing a much range of ages wearing this trend," said Mina Yans, a spokeswoman for H&M. The company is carrying casual athletic styles in ladies and juniors.

The inspiration for this style across retail is considered the Juicy Couture track suit. This high-end brand has made magic out of terry and velour for the past few years with its simple, very wearable cuts. Liz Claiborne bought Juicy earlier in 2003, an indication that Claiborne considers this sales trend far from over. Women have quickly adopted this casual, yet pulled together look as a permanent part of their wardrobes.

"Gym to streetwear is no longer a trend; it has become a versatile way of dressing for many women, and Newport News and Spiegel Catalog plan to continue to push this elegant casual look of 'athleisure' forward," stated Geralynn Madonna, president and ceo of Spiegel Catalog and Newport News Inc.

These new suits are sold as coordinates, not sets as in years' past, as is typical across sportswear. This offers flexibility, of sizing for a woman who might be a small on top and a medium on the bottom. It also gives customers the option of purchasing an extra pair of bottoms, perhaps in a color that coordinates with the more expensive hooded top. Retailers including Lady Foot Locker offered "twofer" deals along these lines this past season, which helped to drive incremental pants purchases. Alternately, customers might choose a plain and a licensed pair, as updated styles have helped expand the audience for classic college apparel.

It is up to companies to make sure that 2004 models feature enough exciting details.

Certain trends are sure wins for next spring. Cropped pants remain extremely important, mirroring the never-ending capri trend in woven bottoms.

Color is another way to quickly update the rather basic silhouettes. While juniors customers are expected to go for flashy bright or even neon French terry coordinates next spring, with denim accents, the misses customer prefers a more under stated approach to dressing.

"Various fabrications, including velour, terry, silk and cashmere, have become popular in women's track suits," added Madonna, speaking of merchandise in both Spiegel Catalog and Newport News. "I see the women's track suit further feminized with ruching, ruffles, beading and embroidery."

At any rate, the track suit should keep tracking well.