After an explosion in demand during the COVID-19 pandemic, athleisure – clothing that crosses the boundaries of lounging to sports – remains one of the fastest growing apparel categories.
It’s not just how it looks that a customer needs to consider when they are shopping for activewear (even though looking good does do wonders for the motivation to exercise). Activewear is also about technical fabrics. Functions such as wicking. Breathability.Hydrophobic (yes that’s a ‘thing’). UV protection. Can you be sure that your customers know what that means?
For those of us for whom compression fabric is more about underwear to hide our flabby bits than impact protection, the complexities of activewear can leave us wishing we were still at home snuggled on the coach in our PJs.
While product descriptions and education can help, real-time social proof messaging can cement that customers are making the right choice when it comes to their activewear purchases. Such messaging can highlight bestsellers and trending items on product list pages or product details pages, or help potential customers know that an item is selling out quickly once it gets to cart stage in a bid to encourage them to buy – especially important given how trend-driven the activewear market can be.
It means that the customer knows the products they are buying are fit for purpose. Literally.
For retailers the benefits of social proof can be seen in days, GetInspired.no a Norwegian leisure, sports clothing and footwear company saw a 9.05% conversion rate uplift and 1,353 incremental orders in just 22 days.
