When luxury meets sportswear

Extract

[...] - Chunky sneakers = core part of collections - But : luxury players gave heels another go Opening : “from head to toe” ❖ Sport into fashion / fashion into sport = expanding phenomenon : to all clothing ❖ From dichotomy → to reconciliation, mutual inspiration and integration ❖ Partnerships, collaborations → both sectors being associated ❖ Many points in common : High exigencies, body cult, elegance & prestige, admiration & extraordinary FOOTBALL x LOUIS VUITTON SPORTS x LUXURY & FASHION ❖ Historically: elitist, socially excluding sports already related to fashion. ❖ Lately: global culture of sports penetrating an elitist and ostentatious milieu. ❖ Democratization of luxury + elitization of sports. [...]

[...] When luxury meets sportswear “ Les pantalons de jogging sont un signe de défaite. Vous avez perdu le contrôle de votre vie Karl Lagerfeld alors vous sortez en jogging.” Two key notions: Sneakers Fashion luxury brands A key figure: 85% of luxury growth in 2017 stemming from millennials and generation Z consumer Source: Bain & Co. How did sneakers change the luxury game ? From a disruptive trend to a staple segment in luxury brand' portfolio. Structure: Not a trend anymore, but a product category : history of the phenomenon Socio-stylistical factors behind this phenomenon Luxury brands quickly invested the segment to attract Millennials I. [...]