During the COVID lockdowns, demand for leisurewear experienced a hefty but limited increase.
However, the Athleta brand, a subsidiary of The Gap (GPS), has continued to show strength since then.
Athleta Purchase Intent Mentions rose +24% YoY in the 4th quarter of 2020 (ended 1/31/21), a 4th consecutive quarter with YoY growth.
GPS reported that Athleta grew 16% in 2020, surpassing $1 billion in revenue for the year. A telling sign of Athleta’s current strength is it's relative outperformance when compared with its largest competitor in the U.S, Lululemon (LULU).
Athleta’s Demand growth and Consumer Happiness (79% positive) are both higher than those of LULU. Still, it has a long way to go before it can challenge Lululemon’s massive volume advantage, representative by the size of each circle on the chart below.