The So What from BCG What Sweatpants Can Teach Us about Generational Differences and Segmentation
20 snips
Nov 19, 2025 Justin Vincent, a BCG leader specializing in consumer and fashion trends, discusses the evolution of sportswear from performance to everyday comfort, accelerated by the pandemic. He highlights the slowing growth in athleisure and the importance of brands adopting a ‘for-purpose’ mindset to remain relevant. Different generations show distinct preferences, with Gen Z favoring trends while older consumers seek functionality. Digital discovery and influencer marketing are key strategies for brands aiming to thrive in this competitive landscape.
AI Snips
Chapters
Transcript
Episode notes
Market Maturity Requires Narrower Focus
- The sportswear market has matured and faces far tougher competition than in its rapid-growth phase.
- Brands must focus on specific needs for different generations to win future market share.
Personal In-Office Athleisure Moment
- Justin recalls wearing technical chinos to work and noticing how sportswear moved into everyday life.
- COVID accelerated preference for comfortable, technical clothing that persisted after lockdowns.
Apparel Is Vulnerable In Tight Budgets
- Category expansion has slowed and apparel spending is one of the first things consumers trim in tight times.
- Sportswear still benefits from ties to fitness and wellness, which remain spending priorities.