Womenswear Articles       2/6/2003

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AllWomenMenHome  Eco-fashion Print This Page “I think when celebs like Madonna, Jennifer Lopez and Jennifer Aniston were seen wearing tracksuits, they gained full-fledged status as daywear among women.” - Kristina Ferrante Coleman, Shape magazine DRESS FOR DIFFERENT ACTIVITIES 01Q3 02Q3 +/-pts. Wear one comfortable outfit 53.9% 57.9% +4 Change clothes to fit 45.4% 40.8% -4.6

ON TRACK

What the typical hamburger joint is to elegant dining is what the tracksuit is to 2003 fashion: ubiquitous, casual, familiar and comforting.

And given the variety of styles in countless colors and fabrications, you can have it your way.

“It’s a look that you just have to have and want to wear,” offers Kristina Ferrante Coleman, fashion editor at Shape magazine, a savvy fitness and wellness publication.

So what has catapulted the tracksuit – formerly embraced by serious athletes – to the ranks of those more fashionably inclined? Coleman points to the comfort factor, modern interpretations, and of course, the A-list of celebrities who have been photographed incessantly in these suits far from any track.

“I think when celebs like Madonna, Jennifer Lopez and Jennifer Aniston were seen wearing tracksuits, they gained full-fledged status as daywear among women,” Coleman hypothesizes. It seems as if Coleman is on to something. According to the Cotton Incorporated Lifestyle MonitorTM, 21% of female respondents credited celebrities as a source for clothing ideas in the third quarter of 2002, a jump from 18.5% in the previous quarter.

Coleman further pointed out that the stylishness of today’s tracksuit means that women don’t have to trade off between fashion and comfort. “They make a great day look that can be dressed up or dressed down,” she affirms. That’s fabulous news for the 65.1% of women who admitted to the Monitor that they were not willing to sacrifice comfort for the sake of fashion.

Adding to the comfort factor is the wide variety of fabrics used in today’s tracksuits; manufacturers are using everything from cashmeres and velours to the most sumptuous of cottons for a soothing feel.

Perhaps the brand most synonymous with bringing the contemporary touch of fashion to the tracksuit is the super hot brand, Juicy Couture, whose loyal flock includes the likes of Gwyneth Paltrow, Brittany Murphy, Christina Applegate and Courtney Cox. “The look is L.A. come to N.Y.,” explains Kate McCarthy, a spokesperson for the company. “It started out West and has made its way to the East Coast.”

When asked about which style innovations have propelled Juicy’s suits to super success across the country, McCarthy details the low-rise silhouette and the flattering fit of the bottoms, the easy appeal of the tops and the endless array of colors and fabrics at retail. “The pieces just fit in all the right places,” she expounds, “And the variety of choices make them perfect for wearing around town and doing different things. They’re for way more than just working out.”

When it comes to taking Juicy’s casual appeal and fashion-right status to the streets, it certainly seems that customers get it. And they get it in an array of colors, according to McCarthy. “Our customer loves the way it feels and she buys it in five different colors at the same time.”

“The tracksuit is now chic and wearable sportswear,” confirms Heather Lynch, director of fashion for Harrison & Shriftman, the dynamic publicity and special events firm which represents Juicy Couture, in addition to luxury brands such as Cartier and Jimmy Choo. “Women just love it.”

It seems as if Juicy customers aren’t the only ones who can’t get enough of the drawstring pant and fitted hoodie look. The aforementioned Jennifer Lopez has practically adopted the tracksuit as her personal style statement, and gone so far as to create a selection of matching tops and bottoms for her J. Lo by Jennifer Lopez collection, available at Macy’s, Burdines and Nordstrom’s.

With the hectic lives many women lead these days, the tracksuit is the perfect solution to look casually chic during the day. According to the Monitor, nearly 58% of female consumers would rather wear one comfortable outfit all day than change for different activities.

Branded retailers like The Gap, Express, Old Navy and even Victoria’s Secret are also warming up to the athletic-inspired ensemble, as consumers are discovering. “All my sister asked for this Christmas was a tracksuit,” Jay, a thirty-two year old consultant, relates. “Finding one was the easy part; they were everywhere and in every window at the mall! The choices were almost endless in fleece and cotton and velour; I almost couldn’t make up my mind.”

But what about when basics are just not enough? Designer Michael de Zayas has created a fun, different and ultimately personal offering to feed the consumer’s penchant for hoodies. His custom collection of cotton blend sweatshirts, NeighborHoodies, is emblazoned with a customer’s neighborhood of choice; one can select from a list of locales or offer an alternative. But don’t call it a trend to de Zayas. “This is an enduring classic product,” he states.

The NeighborHoodies Web site will soon be featuring coordinating bottoms. “There’s no reason why a pant can’t match back to this,” de Zayas surmises, still leery to group his garments with the current matched suit phenomena. Born of sheer happenstance – de Zayas had adorned a zipped sweatshirt with hand- sewn letters celebrating his beloved Fort Greene neighborhood, and was approached by interested parties on the street – the collection is building into a thriving business.

“I realized right away that I had hit something hot,” he claims. “People love to be comfortable and love to have freedom of expression about their favorite places, so this made perfect sense.” And despite being a self-described “non-fashion person,” de Zayas offers the tops in stylish ski (high-cut but hoodless) and femme (fitted) versions, in addition to the classic cut. In any silhouette, “It’s very cool,” he admits.

So no matter what your style or inclination, today’s tracksuit is all about having fashion your way and staying comfortable to boot.

This story is one in a series of articles based on findings from Cotton Incorporated’s Lifestyle Monitor™ tracking research. Each story will focus on a specific topic as it relates to the American women’s wear consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.