why doesnt h&m carry sportswear in stores

Why Doesn't H&M Carry In Stores?

As the athleisure trend continues to rise, it's becoming increasingly common for fashion-forward brands to expand into the realm of activewear. With the popularity of yoga pants, sports bras and athletic jackets on the rise, activewear has become a style staple for many fashion-conscious individuals. However, H&M, one of the most popular fast fashion retailers in the world, is yet to dive into the activewear market in a significant way. The question is: why doesn't H&M carry sportswear in stores?

Subheading 1: H&M's Target Market

One of the key reasons that H&M doesn't sell activewear in stores is because its target market is primarily fashion-conscious individuals who are looking for trendy, affordable clothing. H&M has built a reputation for offering stylish clothing at low prices. However, sportswear requires a different level of expertise that H&M may not possess. has to be functional, comfortable and durable, qualities that H&M may not prioritize in its clothing lines.

Subheading 2: Price Point

Another reason H&M doesn't carry sportswear in stores is due to the price point. While there are many people who enjoy activewear, many others are only willing to pay a certain amount for it. Activewear can be expensive, and H&M's target market may not be willing to spend that much on this type of clothing line. If H&M can't price their activewear lines competitively, it may be economically unfeasible for the company to produce it en masse.

Subheading 3: The Trend Factor

One of the defining features of sportswear is that it's often tied to a specific activity, and trends in activewear tend to be influenced by those activities. For example, yoga pants have become a trend largely as a result of the growing popularity of yoga classes. Because gymwear trends are so niche, it can be difficult to predict which ones will rise to popularity and which ones will fade away. By not carrying sportswear in stores, H&M may be able to avoid the risks involved with investing into small markets.

Subheading 4: Technologically Advanced Materials

Many sportswear garments are made with technologically advanced materials such as moisture-wicking fabric, anti-microbial treatment, and UV protection. While H&M has a commitment to environmentally conscious clothing, they have yet to break into technical apparel. Sourcing technologically advanced material and finding responsible and ethical ways to create garments with them requires a considerable level of expertise that H&M may not possess. Ultimately, H&M may face difficulties producing activewear garments with the same level of care and responsibility as in other areas of their clothing production.

Subheading 5: E-commerce Presence

Although H&M doesn't carry gymwear in-store, it does have an e-commerce presence with a relatively good selection. By exclusively selling activewear online, H&M can cater to a targeted audience that is interested in performance-driven garments. While online retail may not resonate with everyone, offering sportswear exclusively online allows H&M to capitalize on a growing tend among those who may strictly shop online for their active gear.

Overall, there may be a number of reasons why H&M doesn't sell sportswear in store. From a lack of experience in technical garments to poor pricing margins, there may be several factors at play. However, with the rise of athleisure and the growing focus on healthy living and sustainable materials, H&M could have the opportunity to expand into this market. As always, consumers will determine the success of any product line expansion.

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