The COVID-19 pandemic catalyzed a significant surge in e-commerce as lockdowns and social distancing measures prompted consumers to turn to online shopping for their needs. According to data from Adobe Analytics, online shopping in the United States reached unprecedented levels during the pandemic, with e-commerce sales increasing by 32.4% in 2020 compared to the previous year. 

Alongside the rise in e-commerce, there has been a notable spike in demand for athletic and athleisure clothing. With many individuals working from home and seeking comfortable yet stylish attire for both exercise and daily wear, sales of activewear surged during the pandemic. According to NPD Group, sales of athleisure apparel in the United States increased by 17% in 2020 compared to the previous year. This trend reflects a shift in consumer preferences towards versatile, comfortable clothing suitable for various activities from workouts to remote work meetings. As the demand for athleisure continues to rise, fashion brands are adapting to meet the evolving needs of consumers in the post-pandemic world.

Brands are failing to adapt their in-store experiences, however, in light of spiking e-commerce sales. While this may seem easier and more efficient, it is simultaneously neglecting a large part of the market. 

Ayana Active recognizes the need of modest consumers, our target market, for robust in-store shopping experiences. Founder Ayana Ife has spoken out many times about her struggle to find modest clothing in stores. Where the occasional modest garment did pop up in store, it was often without size or color variety, unfashionable, and did not meet all of her modesty needs. These repeated experiences are what drove her to make her own clothing at a young age and ultimately begin Ayana Active.

Ayana Active not only strives to satisfy women’s fashion needs with fashionable, modern, and comfortable modest activewear. The brand also aims to give modest fashion consumers the in-store experience that mainstream consumers access so easily. After launch, Ayana Active plans to have both in-store and e-commerce sale platforms.  

Stay tuned for more exciting updates from Ayana Active as we continue to redefine the boundaries of fashion, sustainability, and empowerment. Follow us on Instagram @ayanaactive.