Developing a successful fitness apparel business requires understanding the most important factor: the customers. Their buying attitudes and preferences will dictate how brands stock up inventories with marketable yoga pants.
In this article, let’s explore several factors that influence how customers buy yoga pants. We’ll also provide some tips on how to capture more customers and grow your audience.
1. Comfort and Fit
Yoga involves a lot of physical poses that would usually require practitioners to move in various positions, like the downward dog and some splits. As such, they’ll need yoga pants that not only fit snugly on them but also allow them to perform every pose without restricting movement.
When shopping for yoga legging pants, customers would look for yoga pants with high elasticity, preferably those that have a stretch capacity of 200-300%. Additionally, there’s a growing demand for women’s high-waist yoga pants that extend 7-10 cm from the waist. These variants provide better core support while staying in place during difficult poses like inversions.
Another factor that affects their comfort involves potential chafing, especially at the inner thighs and other sensitive areas. To reduce this risk, yoga pants should have flatlock or laser-cut seams for a smooth, hassle-free finish.
2. Fabric Performance
With yoga being a very intensive activity, wearers expect to produce a lot of sweat while working on each pose. To make their exercise more productive and enjoyable, they’ll gravitate toward yoga pants that is made from top-class fabrics.
A yoga pants’ performance relies heavily on the quality and capabilities of the fabric it’s made from. Dominating the yoga pants market today are those made from synthetic fabrics with a blend of polyester or nylon and spandex. These fabrics can wick sweat off the skin 40% faster than yoga pants made from cotton or other materials.
For customers who prefer breathable yoga pants for heated practices, you can offer variants with mesh panels or laser-perforated fabrics that enhance airflow and keep the wearer cool. Plus, brushed fabrics are another hot seller, as they give a “second skin” feel is a go-to for long yoga sessions.
3. Durability and Care
Customers want value for their money, and that means they expect to use their yoga pants for a long time. These garments should not only handle the rigors of regular use but also be low-maintenance and easy to wash. To capture this market, fitness apparel brands could focus on offering yoga pants that place durability and easy cleaning at the forefront.
Yoga pants made from tight-knit synthetics can withstand 20,000 Martindale abrasion cycles, making them extremely durable compared to cotton variants. Martindale abrasion cycles quantify a fabric’s abrasion resistance, with the number reflecting its durability.
Moreover, customers also give importance to how good their yoga pants look. Offering garments produced with advanced dyeing techniques, see more purchases, as their colors stay fresh and vibrant even after 50 washes. And speaking of washing, studies show that 85% of customers prefer machine-washable fabrics, so keep that in mind.
4. Sustainability and Ethics
Sustainability is a major factor influencing how people buy various products. For fitness apparel and activewear, there’s a growing trend for clothing made from eco-friendly and ethically sourced materials. This is especially true with the younger fitness crowd, who are more in touch with environmental conservation.
Recent market studies show that 62% of buyers prefer yoga pants made from recycled polyester or organic bamboo blends that greatly reduce the carbon footprint by up to 50%. Additionally, four out of ten customers buy activewear with certain certifications like those from Fair Trade or Bluesign®, on them.
In a related note, customers also appreciate businesses offering recycling programs and encouraging a circular economy, like Girlfriend Collective’s “take back” scheme. Offering similar promotions will help build a stronger customer base and recognition as a fitness clothing brand that values the environment.
5. Style and Versatility
In today’s world, fitness garments, particularly yoga pants, should not only functional. They also must be stylish and versatile as well to meet the diverse demands of the market.
Many fitness enthusiasts tend to go out after a workout to relax and hang out, so yoga pants that balance form and function are a plus for them. Roughly 70% of shoppers choose ‘athleisure’ clothing over yoga pants with minimal designs, as they stand out more and feel more relaxing.
Then there’s the yoga pants design to look into. Yoga pants with neutral tones tend to go out of stock faster than other designs, though Gen Z shoppers prefer bold patterns on their yoga pants.
Beyond the design, almost 60% of customers agree that pockets are a non-negotiable for modern yoga pants. Zippered pockets seem to be the go-to options, as they can use them to store their phones and keys after a long day in the gym.
6. Price Sensitivity
Another important factor that consumers consider is the price tag associated with the yoga pants. Everyone wants to get their money’s worth per purchase, and the key to succeeding in the market is catering to this demand.
The debate between offering budget-friendly yoga pants and premium alternatives has been going on for ages. For fitness garments, recent studies show that 43% of buyers gravitate towards mid-range yoga pants that typically range from $50 to $80 per pair. What’s surprising is that roughly a third of high-income shoppers are opting for more affordable yoga pants in light of economic pressures.
Functionality also plays a key role in how customers perceive value in each pair of yoga pants. Multifunctional yoga pants seem to be getting a lot of attention, with 65% of recent shoppers taking them off the shelves, particularly serious yogis.
7. Brand Trust and Innovation
For businesses that want to strengthen their branding, nothing can compete against offering high-quality and trendy fitness garment solutions. Customers tend to talk about their favorite products, and leaving a lasting mark on a customer will ensure more will come your way.
An effective way to build a lasting impression is by integrating innovative yoga pants that integrate the latest technology with each pair. Top-selling yoga pants like the Nadi X use smart fabrics with UV protection and posture sensors that draw the attention of tech-savvy athletes. Inclusivity is also a big deal for many shoppers, with brands offering yoga pants up to 4XL getting up to 30% more of the global market share.
Furthermore, loyalty programs have been on an all-time high over the past years and are a great way to retain customers. Rewarding customers for their continuous patronage has proven to increase sales while spreading the word to a wider audience. Sweaty Betty’s rewards program, for example, has skyrocketed their retention rate by up to 40%.
8. Other Considerations
Last, but certainly not least, adapting to specific considerations based on the activity. The more adaptive your yoga pants are, the more chances they will be supported by your customers.
Part of this includes the type of yoga exercise your customers are into. Loose-fitting yoga pants are ideal for restorative yoga exercises, as they focus more on relaxing and restful poses. On the other hand, tight-fitting compression leggings are perfect for the dynamic movements of vinyasa.
For yoga enthusiasts who enjoy outdoor workouts, yoga pants with UV-protective fabrics fit the bill just right. They could also pick up some yoga pants with thermal options to match the cold weather of evening exercises.
Knowing is Half the Battle
As an old cartoon once said, “knowing is half the battle.” Understanding what customers are looking for in yoga pants will help you pivot into offering the right products to satisfy their demands. It will also be critical in deciding what types of yoga pants will fill your inventory, making the most of your budget for maximum profit.
Above all, it’s a way to connect to your audience, creating a lasting relationship that will only grow over time. This leads to cementing your brand as the go-to source for top-shelf yoga pants.
Ready to order your next batch of customer-centric custom yoga pants? Contact the experts at Uga Wear today! With our years of manufacturing experience and robust customization options, we’re capable of creating yoga pants specifically designed to your customers’ demands.
