Abstract Title

What do Millennial Women Expect in Newly Developed Cotton Athleisure Wear?

Abstract

In today’s apparel driven world, athleisure is one of the fastest growing sectors of all. Unfortunately, cotton has been losing its competitive edge to more popular synthetic materials (Morrison, 2017). In order to combat synthetic materials, top athleisure companies are offering new cotton developments (Friedman, 2016). The purpose of this study is to identify if the new cotton products within the athleisure market are meeting millennial women's expectations. To answer this research question, two research methods will be included: first, a study followed by a survey of applicable consumers, and accompanied with an analysis of the reviews millennial women left on cotton athleisure products on Amazon. The results of the study reveal what millennial women expect in newly developed cotton athleisure. The expected outcome will include: changing the perception of cotton into common sports through marketing education will increase sales. Increasing the thickness and warmth of the cotton blend will increase interest, and one main barrier to entry is price and availability differences between cotton and synthetic fibers (Demand, 2016). The study will conclude with a discussion and analysis of methods that work best for the millennial generation for marketing, the most important feature of a garment, and what drives millennial consumers to purchase.

Modified Abstract

In order to combat synthetic materials, top athleisure companies are offering new cotton developments (Friedman, 2016). The purpose of this study is to identify if the new cotton products within the athleisure market are meeting millennial women's expectations. To answer this research question, two research methods will be included: first, a study followed by a survey of applicable consumers, and accompanied with an analysis of the reviews millennial women left on cotton athleisure products on Amazon. The results of the study reveal what millennial women expect in newly developed cotton athleisure. The study will conclude with a discussion and analysis of methods that work best for the millennial generation for marketing, the most important feature of a garment, and what drives millennial consumers to purchase.

Research Category

Art/Fashion

Primary Author's Major

Fashion Merchandisinig

Mentor #1 Information

Dr. Jewon Lyu

Presentation Format

Poster

Start Date

5-4-2018 1:00 PM

Research Area

Behavioral Economics | Fashion Business | Fashion Design | Marketing

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Apr 5th, 1:00 PM

What do Millennial Women Expect in Newly Developed Cotton Athleisure Wear?

In today’s apparel driven world, athleisure is one of the fastest growing sectors of all. Unfortunately, cotton has been losing its competitive edge to more popular synthetic materials (Morrison, 2017). In order to combat synthetic materials, top athleisure companies are offering new cotton developments (Friedman, 2016). The purpose of this study is to identify if the new cotton products within the athleisure market are meeting millennial women's expectations. To answer this research question, two research methods will be included: first, a study followed by a survey of applicable consumers, and accompanied with an analysis of the reviews millennial women left on cotton athleisure products on Amazon. The results of the study reveal what millennial women expect in newly developed cotton athleisure. The expected outcome will include: changing the perception of cotton into common sports through marketing education will increase sales. Increasing the thickness and warmth of the cotton blend will increase interest, and one main barrier to entry is price and availability differences between cotton and synthetic fibers (Demand, 2016). The study will conclude with a discussion and analysis of methods that work best for the millennial generation for marketing, the most important feature of a garment, and what drives millennial consumers to purchase.