While big cities are invaded by trendy sports studios, athletes must, in addition to finding motivation, spend time thinking about their outfit. Even if it means slamming a PEL (when everything is not gone in the room subscription). Because trendy sportswear can be extremely expensive: between 100 and 120 euros for leggings from Lululemon, 80 euros for a Gymshark sweatshirt and almost 88 euros to treat yourself to a sports bra from the ultra-fashionable brand Alo Yoga.
Prices that hurt the wallet, especially when jeans from a good brand cost half as much. According to the latest figures, the sports clothing business is estimated at around 235 billion dollars in 2026 and could even reach around 402 billion by 2034. Brands will sell us so-called “technical” and revolutionary products, but is that enough to justify such a surge in prices?
Leggings as a sense of belonging
In a few weeks, the first Parisian Alo store should open at 92 Avenue des Champs-Élysées. An inauguration closely scrutinized by fans of the brand, to the point of creating some comprehension problems. As soon as she heard the news, content creator Marie Barrault rushed to the address indicated, before understanding that the opening was only planned for 2026. An anecdote which proves that the arrival of the brand is eagerly awaited in France. Over the years, Alo, Lululemon and Aybl have established themselves as the essential premium reference. However, their products have not revolutionized anything, as content creator and men’s fashion specialist Luca Gallaccio explains, “for these brands the margin is enormous, especially since the materials used are often of the oil industrial type, that is to say plastic. And we are not talking about incredible technicality on the products of the Alo brand, for example. While other companies like Arcteryx offer real technicality. » who adds that “we are clearly paying for plastic, the price is not at all justified. It is used to pay for marketing. »
These brands have celebrities as muses and consumers who are expensive but whom Generation Z adores. Bella Hadid, Kendall and Kylie Jenner, including Gigi Hadid, in short, all the it-girls have their sets in the closet. Wearing an outfit costing more than 200 euros would have become a way of belonging to a community. This need to form a group is very important as the fashion expert explains to us, “I think they are trying to create a community and as women are in leggings and bralettes every day, you also have to mark your style in a certain way. » We therefore sell quiet luxury athleisure, where wearing a discreet logo means “I take care of myself, and I have the means”. Consumers pay for the combo of comfort, functionality and brand prestige, which elevates these pieces to the status of social symbols. However, these products are not durable at all and will need to be purchased regularly. “The effectiveness of the part does not extend over several years. Even on the elasticity of certain products, particularly for yoga outfits. There are many women who change them quite regularly because they relax. » analyzes Luca Gallaccio.
Take responsibility at all costs?
Sports fashion giants have also understood that in 2026, customers want to wear their leggings outside the gym. This look that never left the locker room has become a total lifestyle, we wear it for brunch with friends, to hang out at home or for a shopping trip in the city. Brands sell versatile chic comfort. “What surprises me is that we see a lot of women who wear their sports outfit completely in the city, assuming this look. » remarks Sophie Malagola. Today we also see that styles are more assertive and that each brand can respond to a customer’s desire. If yoga or Pilates classes were taken over by leggings, they are gradually being replaced by flared pants but also “big baggy jogging pants, or in parachute canvas, or in real fleece, worn with a slightly short top, or the very wide top, but which is tightened a little 80s style.” judges the stylist who scrutinizes the looks in her gym.
But don’t panic, the truth is we don’t need to sell a kidney to look stylish doing squats. The dupe market and more accessible brands offer options that border on premium without reaching the price point. The fashion expert takes the example of the Spanish brand Oysho. “You also have brands that are not expensive and that continue to do well. I think of Oysho. Because when you have leggings for 35 euros at aux and you have them for 100 euros at Lululemon, you question your purchase. They have magnificent stores and they are of very good quality. We can wash them several times a week and they don’t move,” concludes Sophie Malagola.
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