June 2007 - Cover Story

Get Centered

By Jennifer Lobb

Yoga essentials are hot sellers these days, both for yoga enthusiasts and those who simply choose to wear yoga apparel. Learn what’s selling in this sector.

In 2005, Americans spent an estimated $3 billion on yoga classes, clothing, equipment, videos and more, according to a study a study sponsored by Yoga Journal. As yoga practice grows in popularity, yoga apparel and gear have also – and have crossed over into the ad specialty space.

“Fabrics that stretch, help wick away sweat, dry easily and hold everything together in the right places are essential,” says Rebecca Baack, studio manager and co-owner of CorePower Yoga in Broomfield, CO. “It’s a plus if they’re antimicrobial.” 

Baack says people don’t want to feel self-conscious in class. “You need to be comfortable and feel covered; otherwise your attention is on your clothes and not on the yoga poses,” she says.

Yoga practice is about creating balance in the body through developing strength and flexibility; practicers of yoga do this by performing poses, each of which has particular physical benefits. Poses can either be done quickly one after another, or more deliberately to increase stamina and master the pose’s alignment.
Bright colors – especially in tops – are popular in the studio. “People want to express themselves through color,” Baack says.

The most popular piece of logoed apparel at the CorePower Yoga studio is the T-shirt that students put on over their tank tops after class, Baack says. “Although we sell them to our clients, it’s mostly teachers who purchase them,” she says.

Baack believes the logoed garments and accessories the studio sells helps them convey a professional appearance, so she asks the teachers to wear them.

Even if you’re not practicing yoga, chances are you’ve purchased yoga apparel, especially if you’re a woman. Yoga pants are the newest incarnation of everyday sweatpants or leggings. “People want to be able to wear yoga clothes beyond their yoga session,” says Brinden Asher, director of marketing for Los Angeles-based Bella. “Trend-conscious styles are becoming more popular in yoga as people incorporate the practice into their everyday lifestyles.”

Asher says the most important thing about yoga wear is that it be comfortable and fit well for practice. Yoga pants are an essential piece and are usually a little longer than an average workout pant. “Some of our yoga pants are longer in length and have a custom gusset applied to the pant for added comfort,” Asher says. “This is usually a feature only found in pants sold in retail, but when we were developing our pants for both our Bella and Alo brands, we realized this was necessary for all-around comfort.”

Additionally, growth in the performance wear sector and the importance placed on synthetic fabrications’ technical properties, such as lightweight and breathable polyester or nylon, has led to these fabrications becoming more popular.

Fabrics that provide dry-wicking, two-way stretch and antimicrobial qualities “help to enhance a yoga session because wearers don’t worry about smell, and the fabric allows for sweat to absorb to the exterior of the garment for quick drying to aid in comfort,” Asher says. “Open, breathable materials should be incorporated into these pieces, such as mesh paneling to create more texture and offer ventilation.”

Yoga gear and apparel isn’t limited to the yoga studio, though. Gyms can also capitalize on yoga wear even if they don’t offer yoga classes. “Often gym goers will use these items for all types of exercises because they are so easy to wear and comfortable,” Asher says. Bella’s yoga wear sells primarily to women’s clubs, cheerleaders, sororities and camps.

Avenel, NJ-based Vantage Apparel Corp. has seen some crossover with its women’s Vansport

Tech Tee, one of its performance pieces for ladies. “Without being too tight or body hugging, the slightly shaped silhouette makes it comfortable for any type of workout,” says Gina Barreca, director of marketing.

“Our yoga-type gear sells to sport-related companies – think energy beverages, fitness products, spas or physical therapists – but we’re also starting to see it catch on in corporate stores and programs for weekend wear options,” she says.

Yoga mats are making their way outside of the studio as well. Jerry Chen, president of Ad Products Bazaar in Atlanta, says the company’s yoga mat is being personalized for health care and pharmaceutical companies, hospitals and yoga studios. The mat’s available in many color options and comes in a matching color carrying case with a shoulder strap and a keychain pouch inside. “We suggest clients put a small logo on the carrying case to get more exposure,” he says.

“Distributors really should think out of the box when it comes to exercise and yoga wear,” Asher says. “These items can be worn in almost any setting these days – just look outside on a weekend and you’ll see that these items don’t just need to be sold in a yoga studio. They can be incorporated into restaurants’
logoed items, retail boutiques, coffee houses, country clubs, gyms, university book stores and more – the list is really endless.”