KEY DRIVERS
Rise in Social Media and Bloggers
There are many social media platforms today, but some
are better know than others. These include platforms such
as Facebook, Instagram, Twitter and YouTube (Milanovic,
2015). Instagram is especially being used to promote
a healthier life style. There has been an increase in the
amount of fitspo accounts on social media. Fitspo is short
for fitspiration; this is an online community of bloggers
and social media accounts. The accounts are designed
to post inspirational photos to encourage others to live a
healthier lifestyle.
Higher demand for stylish sportswear
Recently, there has been a significant increase of interest for sportswear, especially in the women’s active wear
market, and specific companies are benefiting from this
(Passport, 2015). Specialised brands like Lorna Jane have
become desirable to the consumer with high price points
and standing out from any other competitors with bright
and individual pieces, as well as being worn and advertised by bloggers and social media accounts. Fashion and
sports are beginning to merge together, which is making
the market become more and more saturated (Passport,
2015)
Increased desire for women to be healthier
Todays young women are becoming more in dependent
and starting to realise that they want to start looking after their bodies and thinking about what they are eating
(Euromonitor, 2015). More and more women are starting
to take up exercising. Social media and celebrities are
inspiring this as well as how the individual feels and looks
(Euromonitor, 2015). Following on from these two combinations, the women of the UK are starting to act upon
what they see on social media, and use these as inspiration to fulfil the aspiration to look and feel like the women
they follow.
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