Tag: austin PR agency

What a Classroom Can’t Teach You, An Internship Can

Posted on | by Ketner Group

This blog was written by our intern, Kamilla Rahman.

As a college student I often find myself slaving for hours and hours in a textbook and trying to shove as much information as I can into my brain in order to do well on an exam. This is simply how college is structured; you’re given information, you’re expected to learn it, you’re tested over the materials and by the end of the semester you are dubbed proficient in that area of study. If a class isn’t focused around exams, the process will be the same except your proficiency in the subject matter will be based off of a project or a series of assignments.

Don’t get me wrong, I have learned more than I can imagine during my time in college. But how much can someone learn in the confines of a textbook, case study or hypothetical situation given by a professor? Not enough.

As a public relations major I’ve spent a lot of time learning how to understand a target market, write in AP style, research media and create campaigns for clients. My class work is graded by a professor or a teacher’s assistant and not assessed by a real client. I’m given a grade and that grade doesn’t hold much meaning besides it affecting my GPA. Because I write a press release and it receives a 93, does that mean if it was distributed to a media list it would be covered by a variety of journalists? Probably not.

Many times the best way to learn is simply by doing. The classroom provides the basic skills needed to have a career, but an internship provides the experience to have a successful one. My internship has given me the opportunity to fine-tune my writing skills in a way I know my writing classes simply cannot. It’s given me the opportunity to create REAL content for REAL clients, which is something only an internship can provide. It’s allowed me to work in a fast-paced environment and helped me understand what to expect in the future. With school, you learn a lot of general, yet important, things about your major, but internships give you the chance to figure out where you actually want to take your career.

Internship experience is truly irreplaceable. Without an internship, I would feel like I was being thrown out into the world after graduation. On some level, that is still how I feel, but I’m much more confident that I’ll have a grasp of what I want to do and where I want to begin when the time comes.

The Inescapability of the Word ‘Millennial’

Posted on | by Ketner Group

millennialsThis blog was written by our intern, Kamilla Rahman.

If you’ve ever surfed the web for more than 10 minutes, you’ve definitely come across the word millennial at least five times. People are constantly talking about millennials, what they’re doing, what they want, what they will be doing, how they react and how to resonate with them. Even the KG team has been known to write about millennials on behalf of our clients from time to time – here is a recent example.

According to Investopedia, “a millennial is the given name to the generation born between 1982 and 2004…this generation is often associated with technology and social media.” In the last couple of years, there has been a more specific consensus. A millennial is basically someone in their 20’s or 30’s.

The world is infatuated with millennials, and as a millennial, I honestly don’t get it. I was flipping through a few articles the other day and almost every article referenced the millennial generation. I do understand millennials are important, especially when regarding technology and retail. We’re a different generation, we’re nontraditional, we’re viewed as more independent, we have different expectations and we are more technologically advanced than our parents and grandparents with a tremendous amount of buying power.

But why the obsession?

Some of the headlines read:

Though all of these articles are extremely insightful, as a millennial, I don’t understand why all of these brands and companies are constantly trying to appeal to us. The word is everywhere. It’s basically inescapable and everyone seems to think that appealing to a millennial is the magic key to all things holy and great.

My brother and I are both millennials. He was born in 1985 and I was born in 1995. Throughout most of our lives, our purchasing habits, interests and even technological awareness have been different. Though they are closer today than they have ever been, they’re still completely different.

He’s 31, he goes to work, has meetings all day, buys suits and dress pants, goes to CrossFit, has nice dinners with his beloved girlfriend, just bought a house, gets a beer with his buds, checks his iPad for emails, pretty much knows what he’s doing with his life and occasionally has a late night out. I, on the other hand, am 21. I’m about to start my senior year of college, I intern, I’m an avid online shopper, I go out with my friends almost every weekend, I study, am always on the move and suffer withdrawal symptoms when I don’t have my phone for more than 45 minutes.

The only things we really have in common are that we stay busy and know technology. I may be wrong here, but that just doesn’t seem like the proper way to target consumers, especially in retail. The word millennial is too broad. It encompasses people that are in completely different stages of their lives. To me, focusing efforts around millennials is just an over-followed trend.

Don’t get me wrong; appealing to millennials has definitely shifted the way marketers appeal to consumers. It has become intuitive, personal and brands have figured out how to market in a way that is additive to peoples’ lives. But if you think about it, don’t generations older and younger want that as well?

In retail and technology, a new goal is personalization; so my question is why do these industries continue to obsess over a market that appears to be so diverse and vague?

PRSA Corner: Breaking Through the Noise and Reaching Your Target Audience

Posted on | by Ketner Group

ClpsEJ3UYAAqeNFWe recently attended and were the official sponsor of the June PRSA Austin Chapter Luncheon. The luncheon titled, “Media Relations: Insights from the Newsroom,” featured three journalist panelists who discussed how media has evolved over the years, the integration of skills and technology in media relations and how PR professionals can (and should) break through the noise to reach target audiences. Here are some highlights:

Tara Doolittle is the Viewpoints editor for the Austin American-Statesman and is in charge of the editorial pages and online commentary. She began as a rookie reporter in 1997 and has worked with the newspaper’s reporting teams covering education, city hall and lifestyle. As many journalists do, Tara receives over 400 emails a day, which means getting her attention is no easy task. Although she gives first priority to local pitches over others, she tells PR folks to send short pitches, know who you are pitching and focus on the journalist’s interests, and course, always be sensitive to deadlines. Other key take-aways from Tara:

  • For hard news and community engagement pitches, Tara recommends doing research on how other publications (in other areas) report certain trends and how those trends might play out locally. Look for ways to tell the local story. As well, Tara says PR professionals should “think broadly” because the Statesman is not just a print newspaper, but a multimedia content platform.
  • According to Tara, the digital space is the way to go, especially with social media and sharing. She recommends PR professionals think about this when it comes to pitches. Photos and videos are a great way to keep people on the website for longer periods of time – it’s a win-win for everyone!
  • Tara said the biggest struggle she faces as an editor for a daily local newspaper is serving three sets of readers because they all want different things: folks who don’t pay for online content; folks who do pay and read online content; and full subscribers.

Erin Quinn-Kong is the editor-in-chief of Austin Monthly and the editorial director of Austin Monthly, Austin HOME and austinmonthly.com. A Missouri native, she attended the University of Missouri School of Journalism and worked in New York City as an editor at Allure and Us Weekly before moving to Austin in 2008. Compared to the Statesman, Austin Monthly operates with a smaller staff who has to work very hard to keep up with daily and monthly deadlines. It’s a fast-paced environment (with a small staff), which definitely makes it hard for PR professionals to get the attention of the editorial team. Knowing that, Erin says it is critical for PR professionals to know why the story would work in her publication, and know who you’re pitching to and why. Other key take-aways from Erin:

  • Pitches come into play when they make a connection to something that relates to the local area, or that may have appeared “buzz worthy” on social media. That is the sweet spot on pitches!
  • Erin recommends asking them to coffee. As editors, she believes it is part of their job to know the PR people in town. Having the opportunity to be “face to face” with PR professionals is a much better way to connect than an email.
  • Her biggest challenges as the editor of Austin Monthly include creating boundaries between her job and life and the struggle of small budgets and staff combined with high expectations.

 Haley Cihock is Executive Producer for KXAN. With 15 years of experience in broadcast news, she writes, edits and manages a team of producers, anchors, editors and field reporters working on the noon newscasts across two channels. According to Haley, the best stories come from community engagement – listening to the buzz around town, hearing what local citizens are talking about – and then figuring out how to cover the story. She believes that Austin has an engaged audience and people in the city really want to talk. At KXAN, social media is a huge tool for listening for potential stories. Other key take-aways from Haley:

  • Make no mistake, there is limited “on air” time, so Haley recommends that PR professionals pass story ideas and news to the digital side to get more bang for the buck. Using multichannel media is a great way to disperse the message, and it is how stories evolve, especially when it is resonating with people. Haley also says the evolution of media means that things are moving faster and faster, things get lost, so PR folks should try more than one platform to tell their story.
  • As an on-air journalist, Haley has to think of the bigger picture, but often times receives “micro” pitches from PR professionals. Pitches have to be bigger than just one thing. It is important to think beyond your client or your one story – try to make connections that could turn into bigger feature stories.
  • Her biggest challenges as an on-air journalist is always trying to be the first with the story, but to also to get the story right and do it better than anyone else. Erin believes that, for TV journalists, the challenges haven’t changed much, but the ways of approaching them are changing. Her two biggest pieces of advice is to not send video to the newsroom (they have to shoot their own) and to not send gifts to on-air journalists.

Can Teslas and Pizza Get People Shopping Again?

Posted on | by Jeff Ketner

A recent Washington Post headline read, “Unemployment is down. Gas prices are low. Why isn’t America shopping?”

There are a number of possible answers. Both in the article and at the inaugural ShopTalk conference, there were numerous discussions about the U.S. being “over-retailed” – too many stores and e-commerce sites for too few shoppers. Many like to point to widespread uncertainty about the global economy and the twists and turns of the presidential election. Moreover, shoppers are spending their money differently: they are addicted to promotions and often opt to spend their hard-earned dollars on experiences like vacations or big projects like home improvement. But these don’t explain the whole truth.

In reality, the shopping experience can all too often be downright awful. On a recent weekend I spent five minutes at a big-box office products store waiting for someone, anyone to show up at the empty cash registers at the front of the store. I didn’t really feel like chasing anyone down, and I’d only gotten half of what I came for, as the pens I wanted were out-of-stock. After a few minutes of waiting I started comparing prices on Amazon. No surprises here: I found everything I wanted at a lower price, so I left my purchases at the register, walked out the door, and placed the order before I left the parking lot. It’ll likely be the last time I visit that retailer for basic office supplies.

My wife didn’t fare much better at a women’s apparel store that weekend. She stood in line at the register for what seemed an interminable amount of time waiting to pick up an order, which turned out to be a different size from what she ordered. When she headed back to the counter to order it in the right size, the sales associate promptly announced she was headed to lunch, leaving my wife stranded at the cash wrap. She placed her order online later that afternoon; however, her 40% off coupon code didn’t apply online, even though the coupon said nothing about online exclusions. It took a call to the e-commerce help desk to straighten it out – although the help desk operator couldn’t answer my wife’s questions right away, as the retailer’s systems hadn’t updated yet.

These problems fall into two broad categories: too few sales associates for many retailers (and a failure to properly train the ones they have), as well as outdated systems and disconnected technology. Is it any wonder that Amazon accounts for 1 in 3 shopping transactions, according to Internet Retailer?

Fortunately, the best retailers are making the right moves to re-energize retail and attract shoppers. Nordstrom, which consistently has some of the best sales associates in retail, is opening a small Tesla gallery at a high-end mall location. Target is spending $1 billion this year remodeling its stores and has launched 25 “stores of the future” in Los Angeles. Urban Outfitters, which recently set a Q1 sales record, firmly believes that “bricks and clicks are synergistic.” Urban bought the popular Vetri Family pizza chain last year and recently opened two flagship Anthropologie stores with “a petite shop, expanded jewelry and accessories, an intimates boutique, an 800 square foot beauty shop, a full-service shoe salon as well as over 6,000 square feet of home products,” according to RIS News.

These retailers, and many others, are clearly doing everything they can to get America shopping again. Retailers shouldn’t forget the fundamentals, though: Train your associates. And get those legacy systems to talk to one another, in real-time. Focus on these things – and continue to make stores fun, creative and innovative – and consumers will start shopping again. After all, you can’t buy a Tesla, get a makeover or get a slice of pizza while shopping at Amazon – at least not yet.

What to do on the first day of your summer internship

Posted on | by Ketner Group

You’re probably feeling some nerves. Finals are finally over and summer is finally here but the first day of a summer internship is likely making you feel a little anxious.

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courtesy of Creative Commons

Lucky for you, I’m here to share some good news. Having both experienced the first day as an intern (four times!) and a boss (twice!), everyone feels excited and a little nervous about the first day.

Plus, an internship is a great opportunity to uncover your strengths and try out a variety of projects. It will help you get the job you want and it will also help you understand who you are and what you can offer.

In order to help you prepare for that first day, and the days to come, I’ve come up with three Do’s to ensure you make a great first impression and create a lasting positive impression. Say hello to a guaranteed recommendation!

Do: Ask Questions

Curiosity shows engagement and interest. The first day is all about getting the lay of the land. Questions will help you figure out how the company is run and how you can best support the goals your employer is hoping you can help achieve. Your questions should be aimed at understanding first and achieving second. Questions will help you to understand how the company works and what you’ll do. But they’ll also help you figure out how you can best succeed on a project you’ve been assigned. Remember, you’re interning to support the company but you’re also interning in order to learn! Questions ensure you impact the company the best way you can and prepare you for your next job.

Do: Dress the Part

Ah, the blessing and the curse of clothing. No matter whether you love it or hate it, our clothes represent who we are and reflect our opinion of any situation. For the first day of your summer internship, you’ll want to dress to reflect your respect of your new organization and fit in with the company culture. Did everyone wear jeans and a t-shirt when you interviewed? Go for a tailored but relaxed look: black slacks, a knee length dress or a sweater and blouse. Consider wearing your new suit as separates and save the jeans for your second month on the job. Did everyone wear suits and tie when you interviewed? Match their clothes and find yourself something equally buttoned up. Nordstrom Rack and Neiman Marcus Last Call are great resources for a college budget.

Do: Your Homework

Help make your first day less stressful and ensure you make a great first impression by spending an hour or so preparing for your job. First, you’ll want to get familiar with your company: check out the website, make sure you know the name of your new employer and figure out the route you’ll travel to get to the office. Second, set some expectations and goals for your work. How do you want this job to help you get your next job? How do you want this job to set you up for your dream career? What do you want to learn? Who do you want to meet? By understanding these answers before you even set foot in the office, you’ll ensure you achieve what you want. That makes for a better future and a more fun, relaxing present.

Now, you have the tools you need to start your new internship. By encouraging yourself to ask questions, dressing for success and doing you’re homework, you’re guaranteed to have a great first day. And remember, you already completed the hardest part of getting ready for your first day: you were hired. You’re already well on your way.

New Year, New Site, New Baby!

Posted on | by Ketner Group

This has been an exciting couple of months at Ketner Group. As we covered in our last few blogs we had a very successful NRF with 11 of our 18 clients attending, making announcements and holding over 80 meetings with analysts and media.

Jeff Meets Jack!Behind the scenes, our team has been furiously working on building this brand new site that you see today. Countless hours went in on our end cultivating the content and working with Creative Pickle to create this beautiful site! We thank them for their patience and creative leadership.

Thirdly, and most exciting, we are happy to announce that our fearless leader, Jeff, and his wife, Molly, are
now grandparents! Their daughter and son-in-law welcomed Jack Andrew Winterroth in to the world at 9:30pm on Wednesday, February 3. He is a healthy 6 pounds and 12 ounces. We are thrilled to welcome this newest addition into the Ketner Group family. Congratulations Jeff, Molly and the entire Ketner clan!

 

It’s an Amazon world, we’re just living in it

Posted on | by Ketner Group

If you know anything about the retail industry you’ve probably heard a thing or two (or a million) about Amazon. Amazon, an ecommerce giant, provides thousands, if not millions of items to consumers from all over the world delivered to your door step within days. Retailers, physical and digital, find themselves competing with Amazon constantly. It’s hard to beat impeccably cheap prices, two-day free shipping and same-day delivery in some cities for Prime members. But now there’s something else to compete with. Amazon announced that it would be launching Prime Day, an event to celebrate their 20th anniversary. Amazon boasts that it will have deals that are much bigger than those on black Friday. Of course the purpose of this is to drive sales, but how can other retailers beat such a heavy promise?

Walmart, for one, is taking a big stab at competing with Amazon. Walmart’s CEO Fernando Medeira posted a blog titled “Why Every Day is Low Price Day at Walmart,” in which he announced they would reduce the minimum free shipping for online purchases from $50 to $35 and reduce prices on thousands of online items. “We’ve heard some retailers are charging $100 to get access to a sale,” Medeira stated in the post. “But the idea of asking consumers to pay extra in order to save money just doesn’t add up for us.” A point well made by Walmart, which was clearly taking a punch at Amazon’s Prime Day event. A few days later Walmart increased the competition a bit more with their new promotion called “Dare to Compare,” in which they guarantee that they will offer lower prices than Amazon and invite consumers to compare the prices themselves.

Though two of the biggest retailers in the world are going head to head in competing for market share based on low prices, they are not the only ones. Food Lion has also jumped on the price lowering bandwagon. They announced they would be lowering prices on thousands of items that are most important to consumers based on extensive research and frequently purchased items. To ensure that consumers are aware of the price cuts, Food Lion is using three signed deal offers including, “WOW: Lower prices on thousands of items that matter most to customers, offered for longer periods of time,” which also alludes to Amazon’s brief one-day event.

As the highly anticipated Prime Day is in full swing, many consumers are anything but impressed. Many consumers went to social media to criticize the event for its unexciting items and for the fact that there are waitlists for those items. Though Prime Day isn’t what people expected, the event still sparked a lot of competition from other retailers and interest from the media and consumers alike. The fact that other retailers created promotions in response to Prime Day deals shows just how significant Amazon’s influence is in the retail industry.

 

The Most Buzzworthy PR Successes June 2015

Posted on | by Ketner Group

Public relations is such a diverse and expansive field and there is a constant stream of notable PR successes to praise. With the impactful changes that have been made across all kinds of industries this past month, there are most definitely a few PR successes to celebrate.

A big win for Apple and Taylor Swift

There is no doubt Taylor Swift is aware of her influence and is no stranger to speaking her mind. A few weeks ago, Swift released a letter to her fans, peers in the music industry and to Apple voicing her opinion on their new free streaming trial. Swift explained that Apple hadn’t planned on paying artists during this free three-month trial. Swift explained that fortunately this was not a big deal for her, but it was a huge deal for upcoming and new artists who have recently released music and depend on income and recognition to continue pursuing their music. After Swift’s argument went viral, Apple changed their terms to pay the artists during the trial. Some speculate that it was Apple’s plan all along to have someone high profile to speak out against these terms to draw attention to their new service. True or not, both artists and fans are praising Swift; plus, everyone now knows about Apple’s free trial. Read more here.

Etsy, Amazon, Walmart and other retailers remove the Confederate flag

In light of recent events fueled by racism, controversy around the prevalence and meaning of the Confederate flag has heightened. The church shooting in Charleston that left nine dead was strongly associated with the Confederate flag. Many people were disturbed by the fact that the Confederate flag, which has historical significance involving racism and violence, still flies over the South Carolina State Capitol. Despite differing opinions, the flag is causing uproar. In fact, the South Carolina legislature is deciding today whether or not to keep the flag at the Capitol. The flag’s removal has passed through the Senate, and is now in the House. Many retailers have taken an initiative to remove items with the Confederate flag from their stores. Regardless of your opinion on the Confederate flag, it is a tactful move by many retailers, as it prevents the potential for future controversy. Read more here.

Obama’s approval rating is above 50%

Also, if you happen to have internet, watch TV, or interact with other humans you are probably aware of a few successes in the last couple of weeks for the Obama Administration. One being that The Supreme Court upheld the Affordable Healthcare Act. The second: The Supreme Court ruling that the constitution guarantees gay marriage, making it the law of the land. Whether or not you support these rulings, they have led to a boost to 50% approval rating of the Obama Administration for the first time since the very beginning of his presidency. Read more here.

Brands show their support for marriage equality

The Supreme Court ruled in favor of marriage equality, and many brands have used this historic event as an opportunity to show their support of the decision. A number of brands used Twitter and Instagram, but one company in particular went above and beyond to celebrate. Ben & Jerry’s, who has publicly supported gay rights for quite some time, renamed their chocolate chip cookie dough flavor to “I Dough, I Dough.” The flavor is available all summer at participating stores nationwide and online through the Human Rights Campaign. Regardless of the different views on marriage equality, brands have used this ruling as an opportunity to connect with current and potential consumers in a heart-felt way. Read more here.

It’s safe to say that June was a memorable month that kept the PR world busy. Stay tuned to find out what July has in store for PR professionals.

Meet Adrienne Newcomb

Posted on | by Ketner Group

adrienneHi there, Adrienne Newcomb here! I’m the newest addition to the Ketner Group team. I joined Ketner Group this month as an Account Manager and so far, everything is off to a great start!

I’m originally from Fort Worth (not Dallas) and have lived in Austin for close to nine years now. Like many others, I moved to Austin to attend The University of Texas at Austin (Hook ‘em), and when my four years at UT Austin studying public relations were up, I couldn’t quite find it in my heart to leave.

I began my PR career as a communications specialist at Mental Health America of Texas (MHAT), where I had previously interned during undergrad. Much of my work at MHAT was spent planning events, raising funds and working closely with board members. Just before I decided to leave MHAT, I spent some time working with an ad agency on website redesign for the non-profit. Through that experience, I knew I wanted to the next stop on my career path to be at an agency.

I decided to take a leap of faith and quit my day job at MHAT without my next full-time opportunity lined up. Luckily, I quickly landed as an intern at what was then WPP Team Dell (and now PPR Worldwide), Dell’s communications agency of record, where I began my dive into two new worlds: agency life and enterprise technology. After a few months crash-course in both and working with a large, worldwide client such as Dell, I was hired full-time. During my time at PPR, I obtained valuable PR experience and was also introduced to the world of analyst relations. My experience included coordinating 1:1 briefing schedules for hundreds of influencers and executives at Dell World and managing the ins and outs of day-to-day activities and  client relationships.

Now for the fun stuff!

I’m a dog mom to Mackey, a red and white piebald, miniature dachshund who I adopted last year through a rescue group. Our favorite activities include snuggling on the sofa and strolling along Shoal Creek. Feel free to request photos and videos, I’m happy to share.

I’m also an aunt to two beautiful girls who are eight and almost two. They live in Fort Worth, but I usually see them once a month or so. Again, photos and videos available upon request. Speaking of family, I have an older brother and younger sister, making me the middle child. According to the experts, that explains a thing or two.

In addition to my fur and human family, I’m an avid reader (feel free to send over any recommendations, or we can nerd out over our recent reads), an aspiring home decorator and an overly involved Texas Ex.

And here I am, the newest addition to the growing Ketner Group team and now you know a little about me. I look forward to meeting you and getting to know you, as well!

Athleisure: The New Casual Wear

Posted on | by Ketner Group

When I came to college, my day-to-day fashion style definitely changed. I went from dressing ‘cute’ with cute tops, shoes and accessories to a more ‘simple’ style. In the summer (which stretches from March-October in Austin), I wear athletic shorts and an over-sized t-shirt leaving my body shape to the imagination, with some sort of non-fashionable sandals or tennis shoes. I’ll throw in the basic knit-top on occasion. In the short winter months, I jump into leggings, a long-sleeved, oversized t-shirt or sweatshirt; with a fleece jacket and tennis shoes, or maybe leather boots if I’m feeling extra-fancy.

You might assume I do this because I’m a college student who is probably not getting enough sleep and rolls out of bed five minutes before class, or because I work out a lot—both of which are true and sometimes the case.  But fashion choices across age groups and demographics are beginning to fit these descriptions more often than not, because that’s just simply how everyone dresses.

Just like any other fashion trend, you have to have the brand names are a must.

I know what you’re thinking, we’re all slobs and Austin is too casual. But there’s more to it than just that. Just like most fashion trend, brand names are basically imperative. Typically athletic shorts range from Nike, Lululemon Athletica and Under Armour. Those oversized t-shirts also have a well-known brand, believe it or not. Comfort Colors brand t-shirts offer a cozy touch and come in a broad range of colors that student organizations love to use. The unfashionable sandals are also household names: Birkenstocks have made a recent come back (because well, they’re so comfy), Rainbows are favorites and the most popular athletic show by far is Nike. Personally, I own a few pairs: one for actually working out, one for walking to class and one extra pair that I keep spick and span for weekend brunch outings. Leggings have to be Lululemon (they’re outrageously expensive), but once you try a pair, your life is changed. So, if you consider all of the thought that actually goes into our comfy clothes, it’s actually a fashion statement, rather than an anti-fashion statement. If you have the right look, you’re actually considered on- trend.

Originally I thought this was just a college student trend, but then I noticed how almost everyone was hopping on the comfort clothing bandwagon. I started reading articles analyzing athleisure, and came to the conclusion that it is actually a phenomenon.

Athleisure has actually boosted the economy,

According to an article in Forbes, retailers are realizing they can make a killing by selling activewear at elevated prices. This comes with no surprise because it’s no longer a college student fad; it’s a widespread fashion trend. In fact, research has shown that the increase in retail sales was “driven primarily by growth in sales of activewear, athletic performance footwear and bags.” Studies also show an overall increase in spending on clothing and footwear are driven by performance attire. In the article, Shannon Wilson, co-founder and creative director of Kit & Ace and former head designer for Lulumeon, said this “trend in activewear is just another indicator that people expecting more functionality and ease of wear from everyday attire. People want clothes that feel luxurious, but have performance attributes to support a fully contact lifestyle.”Simply put, society demands that fashion and function come together.

Even luxury fashion can’t get away from this trend.

“Athleisure has been around for decades, but it’s really hitting hard now,” said Chase Rose, the brains behind Athleisurely, a blog based in New York City. “Today, more and more luxury brands are designing athletic-inspired apparel – Vera Wang, Urban Outfitters, Cynthia Rowley and Stella McCartney to name a few.”

Athleisure celebrates and inspires not only a fashionable lifestyle, but also a healthy one.

“Shoppers will buy these products and become inspired to be more active, walk a few more blocks, spend a little bit more time out doors with their families,” said Jacqueline Renfrow, editor of Fierce Retail. “If a healthier, more natural lifestyle is in fact a growing trend that is here to stay, this could mean changes that will affect other sectors or retail, ranging of course from apparel and food to home appliances and furniture.”

Athleisure is a significant and widespread fashion trend that is stimulating growth in retail, redefining fashion and catalyzing a healthier American society. And that’s a lot to say for something that I once thought to be a college student trend.