US fashion brands are adding active wear. Own-brand labels Zella (Nordstrom) and Ideology (Macy’s) have grown their assortments of the number of products landing each month and in the frequency of drops. These increases indicate a high demand for private label active wear within department stores.

Targeting the value market, Old Navy frequently features discounted active wear in its e-mail communications and promotes the category at attainable price points. May is the favored month for active wear messaging at Old Navy, while 50 per cent off is the most popular discount offered. American Eagle Outfitters focuses on featuring active wear pieces that have lifestyle appeal to the mass market. In its newly launched Tackma Tech performance collection, neons are prominent alongside stretch and moisture-wicking components. Tommy Hilfiger is also getting in on the active wear action. Tommy Hilfiger also infuses its existing brand DNA into the collection by featuring pieces in its signature American colors.

Bright colors are gaining traction when it comes to men’s active wear. Shades like orange and yellow have increased in product counts by 67 per cent and 143 per cent. Patterns are popular this season in women’s wear accounting for 20 per cent of arrivals compared to 15 per cent last year.