ACTIVEWEAR REDEFINED: A COMPREHENSIVE STUDY ON ATHLEISURE TREND WITH INSIGHTS FROM MAVI COLLECTION DEVELOPMENT PROCESS

Özgür Ceylan¹*, Nesligül Kiliç¹, Emel Aydin¹, Irmak Taş¹, Özgen Özturan², Cihad Sünbül², Özge Polat²

¹ Eskisehir Technical University, Eskisehir, Türkiye
² Department of Design, Mavi, Istanbul, Türkiye
* Corresponding author: ozgurceylan@eskisehir.edu.tr

ABSTRACT: This article explores the phenomenon of athleisure, a prominent fashion trend merging athletic wear with casual clothing, focusing particularly on its impact on the fashion industry and the case study of Mavi, a global lifestyle brand. Athleisure has evolved as a response to increasing health consciousness and the desire for comfortable yet stylish clothing options. Mavi recognized this trend and strategically expanded its product line to include athleisure garments that combine functionality with fashion-forward design elements. The study employs a qualitative approach, primarily using a case study design, to investigate Mavi's athleisure collection development process. Data were gathered through participant observation and document analysis, providing insights into the design, material selection and prototyping. Results indicate that Mavi's athleisure collection for the FW22 and SS23 seasons strategically incorporates innovative fabrics, versatile designs, and performance-driven details to cater to the evolving needs of consumers. Through meticulous market research and design, Mavi successfully integrates athleisure elements into their product offerings, reflecting the enduring appeal of the athleisure trend. Overall, Mavi's athleisure collection exemplifies the fusion of fashion and function, highlighting the fashion industry's response to the growing demand for versatile and stylish activewear. As the athleisure trend continues to thrive, Mavi's proactive approach to innovation and sustainability ensures its position as a frontrunner in the athleisure market, providing valuable insights for fashion brands aiming to adapt to this trend.

KEYWORDS: Athleisure, functional clothing, active wear, fabric testing, Mavi

DOI: https://doi.org/10.69076/jomac.2024.0011

CITATION: Ö. Ceylan, N. Kiliç, E. Aydin, I. Taş, Ö. Özturan, C. Sünbül and Ö. Pola, ACTIVEWEAR REDEFINED: A COMPREHENSIVE STUDY ON ATHLEISURE TREND WITH INSIGHTS FROM MAVI COLLECTION DEVELOPMENT PROCESS, International Journal of Mechanics and Control, Vol. 25, No. 01, pp. 77-84, 2024, https://doi.org/10.69076/jomac.2024.0011

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