Daxita Ashok Joshi, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Dr. Rahul Kushwaha, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Abstract
A major trend in the sportswear and athleisure industry, seamless active wear has grown in popularity due to rising customer demand for comfort, practicality, and style. With an emphasis on attitudes, preferences, and motivations related to seamless sportswear, this study explores the psychological aspects of customer behaviour. Both internal and external motivators are examined in the study, including social influence, brand image, and lifestyle goals, as well as the pursuit of fitness, health, and self-expression. A lot of focus is placed on how consumers’ perceptions of brands and their emotional attachments to them affect their purchasing decisions. The study also looks at the growing significance of sustainability and ethical factors in consumer choice, particularly for customers who care about the environment. The effect that technological advancements like antimicrobial yarns and moisture-wicking textiles have on consumer preferences is also examined. To collect both quantitative and qualitative information from active wear buyers of all ages and lifestyles, a structured survey was used. Brands may better connect product development, design innovation, and marketing strategies with changing consumer expectations by using the insights gleaned from the studies. In addition to giving brands looking to increase consumer loyalty and market relevance a strategic direction, this research advances our understanding of the factors influencing consumer decisions in the seamless active wear sector.
Key words: Consumer Behavior, Seamless Activewear, Psychological Motivation, Attitudes, Preferences, Performance, Comfort, Sustainability, Brand Image & Material Preference.
Introduction
The seamless activewear market has revolutionized sportswear by offering a perfect balance of style, benefit, and comfort. Utilizing circular knitting technology, it eliminates discomfort and movement limitations. This shift in consumer behavior highlights the importance of understanding changing motives, attitudes, and preferences for effective marketing strategies. Sportswear initially focused on functionality, but later evolved into a blend of fashion and athletics. Athleisure emerged in the late 1990s, with moisture-wicking leggings. Today, seamless activewear combines technology, eco-friendly materials, and stylish design. Modern technology improves comfort and performance, while a shift in lifestyle and health consciousness have led to a need for versatile clothing for both outdoor and indoor workouts. Social media sites such as Instagram and TikTok have been crucial in influencing the fashion of sportswear. Direct-to-consumer companies like Gymshark and Alo Yoga, fitness influencers, and celebrity endorsements have altered how people find and interact with sportswear. Sustainability has emerged as a major consumer concern at the same time. Companies like Adidas and Patagonia are leading the way in environmentally friendly sportswear by utilizing biodegradable and recycled polyester. Fast fashion is becoming less popular as consumers choose long-lasting, ethically made clothing. Technology that integrates seamlessly improves performance, comfort, and fit. These clothes feel like second skin, chafe less, and last longer since they have fewer weak spots. Advanced yarns, such as microfiber polyester and nylon infused with silver, offer properties like sweat absorption and anti-odor. Seamless pieces’ simple, elegant designs make them adaptable to both fitness and leisurely environments, satisfying the demand of contemporary consumers for fashionable, eco-friendly clothing.
Objectives
The objectives are to investigate the psychological motivations driving consumer purchases of seamless activewear, examine attitudes toward these products in terms of quality, performance, and brand influence, and explore consumer preferences regarding material, fit, sustainability, and design. The goal is to provide brands with insights to tailor their products to meet consumers’ psychological needs and preferences.
Literature Review
Maslow (1943) Hierarchy of Needs provides a fundamental framework for comprehending motivation. This hierarchy has several levels that seamless sportswear satisfies. Through its ability to breathe, wick away moisture, and regulate body temperature, it provides basic physiological comfort. Clothing that provides durability, skin-friendliness, and physical support satisfies safety requirements. Wearing fashionable, branded sportswear that links them to fitness and wellness communities gives them a sense of social connection. When branded clothing improves the wearer’s appearance, self-esteem, and perceived status, it satisfies esteem demands. Lastly, the way that customers incorporate high-performance apparel into their health-conscious lifestyles while seeking personal development and meaning reflects self-actualization.
Ajzen, (1991) provides more insight into behavioral intentions. The technical benefits of seamless clothing, such as less friction, flexibility, and attractiveness, influence consumers’ opinions. Peer behaviors, influencer endorsements, and gym culture all influence subjective norms, which have a big influence on what people buy. Perceived behavioral control, which includes accessibility, cost, and availability, also influences whether a person will really carry out their purchase intention.
Deci & Ryan, (1985) offers a more profound psychological perspective. Autonomy, competence, and relatedness are the three main requirements that are highlighted. When selecting seamless clothing that fits with their own objectives, preferences, and ideals—such as sustainability—consumers feel empowered. Performance-driven characteristics including ergonomic design, stretchability, and moisture management boost competence by making users feel more capable during their workouts. Engagement with brand communities that promote emotional links and a sense of shared identity, like the Nike Run Club or Lululemon yoga groups, gives rise to relatedness. Kim & Lee (2020) Brand loyalty is also greatly impacted by brand image. Gen Z and millennials have a strong affinity for businesses that align with their values, such sustainability and performance.
Research Methodology
Data collection
Primary data was collected through a structured online survey questionnaire, comprising closed-ended questions for statistical analysis, multiple-choice and Likert scale questions to gauge reasons and perceptions, and open-ended questions for qualitative insights. The survey was digitally distributed via social media and Google Forms, targeting physically active individuals, including gym-goers, yoga instructors, runners, and fitness enthusiasts. Secondary data was collected from scholarly publications on consumer psychology and clothing purchasing patterns, industry reports (such as McKinsey Sportswear Market Insights and Statista), and brand case studies, particularly focusing on Nike and Lululemon’s seamless strategies.
Sampling techniques
Sample Size – Targeting between 150 responders struck a balance between practicality and statistical significance. To guarantee that they were relevant to the study, respondents were screened to make sure they occasionally or occasionally engage in physical exercise.
Data Analysis & Interpretation
Interpretation
The primary motivator for purchasing seamless active wear is performance and functionality 80%, followed by comfort and fit 46%, price affordability 41.3%, aesthetic appeal 31.3%, brand reputation 33.3%, sustainability 10.7%, social media influence 34% and other factors like durability & by my sister’s dedication both is 0.7%
Interpretation
The graph reveals that functional yarns are the top factor influencing brand switching that is 82.7%, followed by better quality & durability 41.3%, lower price 28.7%, stronger brand identity 32%, sustainability and design 16.7%
Anova & Pearson’s Analysis
ANOVA Test-1
H0: There is no difference between occupation and perception about active- wear enhancement on workout performance.
H1: There is difference between occupation and perception about active-wear enhancement on workout performance.
Interpretation
Based on the above ANOVA test, the P value obtained is 0.008, less than 0.05, which says that there is difference between occupation and perception about activewear enhancement on workout performance thus rejecting null hypothesis.
ANOVA Test-2
H0: There is no difference between Age and perception about activewear enhancement on workout performance.
H1: There is difference between Age and perception about activewear enhancement on workout performance.
Interpretation
The test results show a P value of 0.001, rejecting the null hypothesis, indicating a difference between age and perception of active-wear enhancement on workout performance.
ANOVA Test-3
H0: There is no difference between Gender and perception about active-wear material.
H1: There is difference between Gender and perception about active-wear material.
Interpretation
As per the test, the P value obtained is < 0.001, which is less than 0.05 thus rejects the null hypothesis. That means there is difference between Gender and perception about active-wear material.
ANOVA Test-4
H0: There is no difference between frequency of engaging in physical activity and the preferred material for seamless active-wear.
H1: There is difference between frequency of engaging in physical activity and the preferred material for seamless active-wear.
Interpretation
Based on the test P value is 0.019, which is less than 0.05 and thus reject the null hypothesis. Thereby establishes that there is difference between frequency of engaging in physical activity and the preferred material for seamless active-wear.
Correlation Test Results-1
H0: There is no relation between Age and the important of performance when purchasing seamless active-wear
H1: There is relation between Age and the important of performance when purchasing seamless active-wear.
Interpretation
Based on the test P value is < 0.001 which is less than 0.05 and thus reject the null hypothesis. Thereby establishes that there is a correlation between Age and the important of performance when purchasing seamless active-wear.
Correlation Test Results-2
H0: There is no relation between occupation and the important of performance when purchasing seamless active-wear
H1: There is relation between Occupation and the important of performance when purchasing seamless active-wear.
Interpretation
Based on the test P value is < 0.001 which is less than 0.05 and thus reject the null hypothesis. Thereby establishes that there is a correlation between occupation and the important of performance when purchasing seamless active-wear.
Findings
Effect of occupation on perception of seamless Active wear’s performance enhancement found that a significant difference (P = 0.008 < 0.05) in respondents’ perception of seamless active wear enhancing workout performance, suggesting occupational roles may influence expectations and experiences. The ANOVA test showed a significant age-related difference in perceptions of seamless activewear’s performance enhancement (P = 0.001), suggesting that age groups vary in their views, potentially due to differences in activity levels and body responsiveness. The study found significant differences in preferred materials for seamless activewear based on gender (P < 0.001) and physical activity frequency, indicating that tailored materials could enhance product development. Additionally, positive correlations were found between age and performance importance (r = 0.443, p < 0.001), as well as occupation and performance importance (r = 0.385, p < 0.001), suggesting that older consumers and those in certain occupations prioritize performance features when purchasing seamless activewear.
Suggestions
To effectively cater to diverse consumer needs, product development strategies can be tailored based on occupation, age, gender, and physical activity level. Occupation-based product lines can prioritize breathability, comfort, and performance textiles for corporate professionals, healthcare workers, and students. Age-specific collections can focus on aesthetics for younger demographics (18-25), performance for mid-range demographics (26-40), and multi-functional use and ergonomic design for older demographics (40+). Gender-specific material preferences can be addressed with lightweight, soft fabrics for women and durable, structured textiles for men. Products can also be designed for varying activity levels, with high-performance fabrics for daily users and style-focused options for occasional users. Marketing efforts can emphasize performance features for older and professional audiences, utilizing endorsements and educational content to build trust and inform consumers about material benefits, ultimately enhancing their purchasing decisions.
Conclusions
The report highlights the rising consumer consciousness and need for sportswear that is useful, comfortable, and performs well—especially seamless clothing. Given the statistically substantial variations by gender, age, and occupation, a one-size-fits-all approach might no longer work in the fast-paced clothing industry of today. Rather, companies ought to use these data to create customized product experiences that appeal to the distinct tastes of every market. For instance, while style and affordability may draw in younger populations, performance-driven advertising may be more appealing to older or professionally engaged consumers. Stronger customer loyalty can also be achieved by incorporating activity frequency into product design, such as creating lines for casual users v/s regular fitness fanatics. In summary, integrating data-driven insights into marketing communications and product innovation not only improves customer satisfaction but also sets the company up for long-term success in the ever changing seamless active wear market.
References
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- Ryan, (2009). Self determination theory and well being. Social Psychology, 84(822), 848.
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- https://www.sciencedirect.com/science/article/abs/pii/B978178242232700014X
- https://www.fibre2fashion.com/industry-article/7047/seamless-garment-technology
- https://www.venuez.dk/seamless-integration-how-seamless-technology-is-revolutionizing- sportswear/
