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Apparel

Athleta commands 30 percent of women's athletic apparel sales online

by Taylor Stanton - April 25, 2018

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Whether working out at the gym or nailing the perfect presentation at the office, women have many fitness brands to choose from. With the abundance of buzz around the emerging “athleisure” trend (read: yoga pants as wardrobe staple), Slice Intelligence examined the online shopping behavior of women's athletic apparel consumers to understand which athletic apparel brands women prefer to purchase online. Athleta and Lululemon lead among women’s fitness apparel brands, accounting for 54 percent of all category sales in 2015.


Athleta captured 30 percent of all women’s fitness apparel sales in 2015; followed by Lululemon and Nike, which respectively maintain 24 percent and 14 percent of the market. 


Critical to Athleta's dominance is that Athleta shoppers spend nearly double the market average on each order. While women spend an average of $68 on each athletic apparel purchase, Athleta shoppers lay down an average of $127.

Athleta's winning the athletic apparel race

The women who purchase Athleta are also very loyal, and spend 78 percent of their fitness apparel dollars on the Gap-owned brand.  When these shoppers aren’t buying from Athleta, they're shopping at Lululemon, which commands 11 percent of Athleta buyers' dollars in the category.

Lululemon and Victoria Secret shoppers are also relatively loyal; with their shoppers spending 70 and 64 percent of their fitness clothing spend on these two respective brands.

The women who purchase Athleta are also very loyal, and spend 78 percent of their fitness apparel dollars on the Gap-owned brand.  When these shoppers aren’t buying from Athleta, they're shopping at Lululemon, which commands 11 percent of Athleta buyers' dollars in the category.

Lululemon and Victoria Secret shoppers are also relatively loyal; with their shoppers spending 70 and 64 percent of their fitness clothing spend on these two respective brands.

Athleta is the dominant online seller of women's athletic apparel

When women buy fitness apparel online, they mostly shop at Athleta, with 30 percent of all sales going through its store. Amazon, which is dominant in most online categories, lags  in third place with only nine percent of women's athletic apparel purchases going through the retail giant. 

About this data

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.

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