DETERMINING THE FEATURES OF SPORTSWEAR TAKING PLACE IN FAST FASHION COLLECTIONS

Sports occupies the first place among most siginificant factors increasing quality of life. It has become difficult to allocate proper time for sports in the course of heavy work pace and flow of life. Such circumstances have led people to increase minor sport activities which could be done during short times allocated from daily living, thus, orienting people?s clothing preference towards sportswear. The feeling of easiness and comfort sportswear offer to individuals enhances further such preference. The feeling of comfort individuals feel in their clothing depends on the presence of physiologic and psychologic coherence between their bodies and environment. Demand for sportswear allowing easy-movement increased upon rise in life dynamism and standards, it began to be preferred regarding comfort of use and to take its place in daily clothing, too, defined as “casual” clothing. Sportswear being preferred very much; has caused the firms making and producing fashion and clothing design to give place in their collections to sportswear category. Particularly, in firms where model and clothing varieties are plenty and new model design is made in short intervals, named as, “fast fashion”, tendency towards sportswear is growing increasingly. The sale rates of sportswear, utilization rates of which are growing increasingly, has maximum value among total clothing sales in E-business field, too. In this research, it has been aimed to determine the features of sportswear taking place in “fast fashion” clothing collections. In order to accomplish this aim, 2014 collections of four different brands taking place in national and international markets have been examined through visual analysis method. In the examinations; sportswear styles of the brand, model and style differences between brands and states of using 2014 fashion trends have been taken into account. The data obtained at the end of the analyses made have been discussed regarding categories in clothing collections, fashion marketing and the way the sportswear features are reflected to the trends.