Table of Contents
Issues in the Market
-
- Main issues
- Definition
- Abbreviations
Insights and Opportunities
-
- Chasing the better-off
- Jogging to the supermarket?
- Targeting the 25-34s
- Changing the mindset on middle age
Market in Brief
-
- Market worth £5.6 billion
- Where consumers shop
- What consumers think and do
- Sports Direct hits a rough patch
- JJB Sports and Blacks Leisure see profits collapse
- John David Group hits the right fashion note
- Market prospects good after consumer slowdown
Fast Forward Trends
-
- Trend 1: Brand Tribe
- What’s it about?
- Observations
- What next?
- Trend 2: Brand Experience
- What’s it about?
- Observations
- What next?
Internal Market Environment
-
- Key points
- An active population?
-
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Solo sports on the rise
-
- Figure 2: Sports/activities played or taken part in regularly, 2003-07
- Sporting events
- Cost inflation looms for sports goods
-
- Figure 3: Sports clothing and footwear and sports equipment, price deflation, 2002-07
- General interest in sport
-
- Figure 4: Interest in named sports/pastimes, 2003-07
- General concerns about health and obesity
-
- Figure 5: Incidence of feeling overweight, 2005-07
- Fashion trends
Broader Market Environment
-
- Key points
- Personal disposable income
-
- Figure 6: PDI, at current and constant 2003 prices, 2003-13
- Consumer expenditure
-
- Figure 7: Consumer expenditure, at current and constant 2003 prices, 2003-13
- Demographic trends
-
- Figure 8: UK population, by age, 2003-13
- Clothing and footwear price deflation
-
- Figure 9: Clothing and footwear spending, current and constant 2003 prices, and price deflation, 2003-08
- Socio-economic changes
-
- Figure 10: UK adult population 15+, by socio-economic group, 2003-13
Market in Context
-
- Key points
- Sports goods underperform
-
- Figure 11: UK sports goods consumer expenditure, including VAT, seasonally adjusted, at current prices, compared with all retail sales and selected spending categories, 2002-07
- Recreation and culture races ahead
- Prospects for 2008 and beyond
-
- Figure 12: UK sports goods consumer expenditure compared with total expenditure and individual spending categories, 2002-07
Strengths and Weaknesses in the Market
-
- Strengths
- Increase in 25-34s and 45-54s
- Rising concerns about health
- More ABC1 consumers
- Brands invest in fashion product
- Interest in fitness and running
- Weaknesses
- More over-65s
- Slowdown in consumer spending
- Continued selling price deflation
- Sourcing prices set to rise
- Downmarket image of sports casualwear
Who’s Innovating?
-
- Involving the customer online
- Chilling with the customer
- Becoming a real expert
- Extending customers’ contact with the brand
- Teaming up with another powerful label
Market Size and Forecast
-
- Key points
- The sports goods market
- Sports clothing
-
- Figure 13: UK consumer expenditure on sports clothing, at current and constant 2003 prices, 2003-08
- Sports footwear
-
- Figure 14: UK consumer expenditure on sports footwear, at current and constant 2003 prices, 2003-08
- Sports equipment
-
- Figure 15: UK consumer expenditure on sports equipment, at current and constant 2003 prices, 2003-08
- Total market
-
- Figure 16: UK consumer expenditure on sports goods, at current and 2008 prices, 2003-13
- Future prospects
- Squeeze on spending
- Ageing population
- Technological innovation
- Participation in sport and healthy living
- Sports and fashion
- Forecast
- Factors used in the forecast
Industry Issues
-
- Key points
- The state of the market and current trading
- What do you expect for the rest of 2008 and 2009?
- Top performing product areas and trends
- Top performing brands
- Retail success stories
- Sportswear: actually worn for sport?
- What is happening to the relationship between brands and retailers?
- How important is own-label to a retailer’s success?
- What do you think are the prospects for the replica kit market?
- Customer service: what do customers want?
- The Internet: increasingly powerful in sports goods
- The online leaders
- How does the high street square up versus OOT and online?
- Sports goods in the over-45 society
Where Do Consumers Shop For Sports Goods?
-
- Key points
- Sports goods shopping – Trend data
- Internet gains ground
-
- Figure 17: Outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, April 2005 vs March 2008
- JJB Sports maintains a huge lead
-
- Figure 18: Outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- JJB has a wide age spread
- JJB commands loyalty
- JD shoppers also buy from JJB
- Clothing stores need differentiation
How Much Consumers Spend
-
- Key points
- Men under 45 are the big spenders
-
- Figure 19: Spending on sports clothing, footwear or equipment in the past 12 months, March 2008
- Internet capitalising on high spenders
-
- Figure 20: Outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by spending on sports clothing, footwear or equipment in the past 12 months, March 2008
Attitudes Towards Shopping for Sports Goods
-
- Key points
-
- Figure 21: Attitudes towards shopping for sports clothing, footwear and equipment, March 2008
- Blacks attracts quality-driven shoppers
-
- Figure 22: Attitudes towards shopping for sports clothing, footwear and equipment, by most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- Figure 23: Attitudes towards shopping for sports clothing, footwear and equipment, by next most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- High spenders not necessarily sports focused
-
- Figure 24: Attitudes towards shopping for sports clothing, footwear and equipment, by spending on sports clothing, footwear and equipment in the past 12 months, March 2008
General Attitudes Towards Sports Goods
-
- Key points
- Sports participation still crucial
-
- Figure 25: General attitudes towards sports clothing, footwear and equipment, March 2008
- Non-participants rare at Blacks
-
- Figure 26: General attitudes towards sports clothing, footwear and equipment, by most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- Figure 27: General attitudes towards sports clothing, footwear and equipment, by next most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- Top spenders have ‘sports-positive’ outlook
-
- Figure 28: General attitudes towards sports clothing, footwear and equipment, by spending on clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- Making the most of the Internet
- Replica kit wearers shop other categories too
Sports Goods Shopping Repertoire and Typologies
-
- Key points
- Repertoire of outlets used
-
- Figure 29: Leading outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by number of leading outlets used, March 2008
- Identifying targets
-
- Figure 30: Sports goods retailing target groups, March 2008
- Sports goods retailing target groups
- Quality Seekers (15%)
- Brand Aware (10%)
- Sports Fashionistas (12%)
- Casuals (32%)
- Non-Sporty (30%)
Brand Elements
-
- Brand map
-
- Figure 31: Attitudes and usage of sports goods brands, May 2008
- Blacks
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 32: Attitudes towards the Blacks brand, May 2008
- JD Sports
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 33: Attitudes towards the JD Sports brand, May 2008
- JJB Sports
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 34: Attitudes towards the JJB Sports brand, May 2008
- Sports World
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 35: Attitudes towards the Sports World brand, May 2008
- Foot Locker
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 36: Attitudes towards the Footlocker brand, May 2008
- O'Neill
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 37: Attitudes towards the O’Neill brand, May 2008
- Snow + Rock
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 38: Attitudes towards the Snow + Rock brand, May 2008
- Brand qualities of sports goods retail brands
- JJB Sports the most accessible
-
- Figure 39: Word associations of various sports goods retail brands, May 2008
- Experience of sports goods retail brands
- JJB Sports the most popular; O'Neill and Snow + Rock little known
-
- Figure 40: Consumer usage of various sports goods retail brands, May 2008
- Brand intentions for sports goods retail brands
- Generally good consideration, but JJB the best retention
-
- Figure 41: Intentions of various sports goods retail brands, May 2008
- Brand momentum for sports goods retail brands
- JJB and Sports World have strongest momentum
-
- Figure 42: Momentum of various sports goods retail brands, May 2008
- Brand motivation for sports goods retail brands
- Blacks stands out for outdoor pursuits; O’Neill for watersports
-
- Figure 43: Motivation for use of various sports goods retail brands, May 2008
- Brand satisfaction for sports goods retail brands
- O’Neill leads Snow+Rock and Blacks on excellent satisfaction
-
- Figure 44: Satisfaction of various sports goods retail brands, May 2008
- Brand commitment to sports goods retail brands
- Blacks first for recommendations; O'Neill and Snow + Rock are premium
-
- Figure 45: Commitment to various sports goods retail brands, May 2008
- Round up
Retail Competitor Analysis
-
- Key points
- Channels of distribution
-
- Figure 46: Estimated shares of channels of distribution, 2007
- Leading sports goods retailers
-
- Figure 47: Leading sports goods retailers, competitive analysis
- Evaluation of leading players
Leading Sports Specialists
-
- JJB Sports
- Strategic evaluation
- Shopper research profile
- Background
- Financial performance
-
- Figure 48: JJB Sports, financial performance, 2003-08
- Store portfolio
-
- Figure 49: JJB Sports, store numbers and retail space, 2003-08
- Retail offering
- Operational issues
- Advertising and marketing
- E-commerce and home shopping
- John David Group
- Strategic evaluation
- Background
- Shopper research profile
- Financial performance
-
- Figure 50: John David Group, financial performance, 2003-08
- Store portfolio
-
- Figure 51: John David Group, store numbers and retail space, 2003-08
- Retail offering
- Operational issues
- Advertising and marketing
- E-commerce and home shopping
- Sports Direct International
- Strategic evaluation
- Background
- Shopper research profile
- Financial performance
-
- Figure 52: Sports Direct International, financial performance, 2003-08
- Store portfolio
-
- Figure 53: Sports World International, store numbers and retail space, 2003-08
- Retail offering
- Operational issues
- Advertising and marketing
- E-commerce and home shopping
- Blacks Leisure
- Strategic evaluation
- Background
- Shopper research profile
- Financial performance
-
- Figure 54: Blacks Leisure Group, financial performance, 2003-08
- Store portfolio
-
- Figure 55: Blacks Leisure Group, store numbers and retail space, 2003-08
- Retail offering
- Operational issues
- Advertising and marketing
- E-commerce and home shopping
- Intersport UK
- Strategic evaluation
- Background
- Shopper research profile
- Financial performance
- Store portfolio
- Retail offering
- Advertising and marketing
- E-commerce and home shopping
- Mini profiles
- Cotswold Outdoor (31 stores, mail order, Internet)
- Ellis Brigham (20 stores, three catalogues, Internet)
- Footlocker (54 stores)
- Nevisport (eight stores, Internet)
- Snow + Rock (17 stores, Internet)
- SweatyBetty (24 stores, Internet, catalogue)
- Sweatband.com
- Sweatshop (27 stores, catalogue, Internet)
- American Golf (66 stores, Internet)
- Nevada Bob (23 stores, Internet)
- Décathlon (six stores)
- MandMDirect.com (Internet, catalogue)
- Non-specialists
- Argos (700 stores, Internet, Catalogue)
- Amazon.co.uk
- Littlewoods (Internet, catalogue)
Retail Advertising and Promotion
-
- Key points
- JJB dominates advertising
-
- Figure 56: Sports goods market, main media advertising expenditure by retailer, 2003-07
Appendix – Where Do Consumers Shop For Sports Goods?
-
- Purchasers vs non-purchasers – detailed demographics
-
- Figure 57: Whether clothing, footwear or equipment for sports or outdoor activities has been bought in the last 12 months, by demographic sub-group, March 2008
- Outlets used– detailed demographics
-
- Figure 58: Most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by demographic sub-group, March 2008
-
- Figure 59: Next most popular outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by demographic sub-group, March 2008
- Combinations of outlets used
-
- Figure 60: Outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by most popular other outlets used, March 2008
-
- Figure 61: Outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by next most popular other outlets used, March 2008
Appendix – How Much Consumers Spend
-
- Spending– detailed demographics
-
- Figure 62: Spending on sports clothing, footwear or equipment in the past 12 months, by demographic sub-group, March 2008
Appendix – Attitudes Towards Shopping for Sports Goods
-
- Attitudes towards shopping– detailed demographics
-
- Figure 63: Most popular attitudes towards shopping for sports clothing, footwear and equipment, by demographic sub-group, March 2008
- Figure 64: Next most popular attitudes towards shopping for sports clothing, footwear and equipment, by demographic sub-group, March 2008
- Combinations of attitudes towards shopping
-
- Figure 65: Attitudes towards shopping for sports clothing, footwear and equipment, by most popular other attitudes, March 2008
- Figure 66: Attitudes towards shopping for sports clothing, footwear and equipment, by next most popular other attitudes, March 2008
Appendix – General Attitudes Towards Sports Goods
-
- General attitudes– detailed demographics
-
- Figure 67: Most popular general attitudes towards sports clothing, footwear and equipment, by demographic sub-group, March 2008
- Figure 68: Next most popular general attitudes towards sports clothing, footwear and equipment, by demographic sub-group, March 2008
- General attitudes, by attitudes towards shopping
-
- Figure 69: General attitudes towards sports clothing, footwear and equipment, by most popular attitudes towards shopping for sports clothing, footwear and equipment, March 2008
- Figure 70: General attitudes towards sports clothing, footwear and equipment, by next most popular attitudes towards shopping for sports clothing, footwear and equipment, March 2008
- Combinations of general attitudes towards sports goods
-
- Figure 71: General attitudes towards sports clothing, footwear and equipment, by most popular other general attitudes towards sports clothing, footwear and equipment, March 2008
- Figure 72: General attitudes towards sports clothing, footwear and equipment, by next most popular other general attitudes towards sports clothing, footwear and equipment, March 2008
Appendix – Sports Goods Shopping Repertoire and Typologies
-
- General attitudes towards sports goods, by target groups
-
- Figure 73: General attitudes towards sports clothing, footwear and equipment, by sports goods retailing target groups, March 2008
- Target groups by demographics
-
- Figure 74: Sports goods retailing target groups, by demographic sub-group, March 2008
- Outlets used, by target groups
-
- Figure 75: Sports goods retailing target groups, by outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, March 2008
- Spending, by target groups
-
- Figure 76: Spending on sports clothing, footwear or equipment in the past 12 months, by sports goods retailing target groups, March 2008
- Number of outlets used, by target groups
-
- Figure 77: Number of leading outlets used for buying clothing, footwear or equipment for sports or outdoor activities in the last 12 months, by sports goods retailing target groups, March 2008
- Attitudes towards shopping, by target groups
-
- Figure 78: Attitudes towards shopping for sports clothing, footwear and equipment, by sports goods retailing target groups, March 2008
Back to top