MERCH-

The focus of our research is to examine the athletic wear and athleisure market and evaluate the effectiveness of recent technological advancements within the cotton industry to rise as a top competitor in this market. Through our exploratory research, we would like to grasp a better understanding of what kinds of needs and expectations consumers may have for the products within this market so that we may understand how the cotton industry is addressing these needs.

We found out through our research that not many people know about the efforts being made to enhance cotton to be a performance-ready fabric and that fit and comfort are two of the most important factors consumers consider when purchasing athletic wear.