Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Fitness and sports participation drives apparel purchase
- Aging boomers and drop in 18-24 year olds shape consumer base
- Uncertain economic landscape poses challenges
- Suppliers of well-established footwear brands lead apparel market
- Innovations support enhanced performance, comfort and safety
- High investment in branding and multiplatform marketing
- The majority have purchased apparel in the past year
- Young, affluent, and families purchase more apparel
- Fitness activity shapes apparel purchases
- Top activities include swimming, running, and going to gym
- Retail preferences vary with gender, age, income, and activity level
- T-shirts, swimsuits, and pants are most widely purchased
- Notion of “reasonable price” varies with key demographics
- Most undertake research and seek advice, at least sometimes
- Heavy users of fitness apparel cite the most problems
- Gender and age shape views of brand, fashion, fit, and quality
- Asians and Hispanics stand out as key buyers of apparel
Insights and Opportunities
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- Target 18-24 year olds with social networking outreach
- Hone in on families
- Develop brands for seniors
Inspire Insights
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- Trend: Perfecting the Details
- Trend: Green Technology
Market Drivers
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- Key points
- Fitness activity drives apparel purchasing
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- Figure 1: Frequency of exercising, by incidence of buying sports and exercise clothing in the past 12 months, June 2011
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- Figure 2: Duration of average workout, by incidence of buying sports and exercise clothing in the past 12 months, June 2011
- Nationwide activity and fitness levels: a mixed bag
- The most popular sports include walking, swimming, and biking
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- Figure 3: Top 15 fitness activities/sports, by number of participants nationwide, 2010
- Sports that are free or low cost show the greatest participation increase
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- Figure 4: Sports and fitness activities, showing the greatest increases and decreases in participants, 2009-10
- Demographic drivers
- Number of 18-24 year olds falls 2011-16
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- Figure 5: Population by age, 2006-16
- As whites age, the younger multiethnic population becomes key consumer base
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- Figure 6: Population by race and Hispanic origin, 2006-16
- Hispanic parents will warrant focus
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- Figure 7: Households with children by race and Hispanic origin of householder, 2009
- Figure 8: Incidence and frequency of working out, by presence of children, September 2011
Competitive Context
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- Key points
- Uncertain economy frames competitive landscape
- Tepid consumer confidence suggests consumers limit discretionary purchases
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- Figure 9: University of Michigan’s index of consumer sentiment (ICS)*, 2001-11
- Use of fitness clothing for casual wear
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- Figure 10: Attitudes toward fitness clothing, by age, June 2011
Leading Companies
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- Key points
- Global suppliers with reputations grounded in footwear
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- Figure 11: U.S. apparel sales of major suppliers, 2010
- Nike (Nike, Hurley, Converse)
- adidas (adidas, Reebok, Rockport)
- Puma
- New Balance
- Medium-sized suppliers specialized in apparel
- Under Armour
- Hanesbrands (Champion, Gear For Sports)
- Fruit-of-the-Loom (Russell Athletic)
- Suppliers with a focus on women’s apparel
- Lululemon Athletica
- Bravada
- Fit Couture
- Gap (Athleta)
- Outdoor sports gear and specialty manufacturers
Innovations and Innovators
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- Key points
- Reebok introduces EasyTone Apparel to create resistance
- New running gear features high-tech fabrics and safety features
- Fabrics offering improved moisture management and temperature control
- Improvements in odor control
- Seamless apparel offers greater comfort, less chafing
- Mitts, cuffs, and thumb loops to keep hands warm
- Reflective features to improve safety
- Compression technology enters the mainstream
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- Figure 12: Under Armour E39 Electronic Compression Shirt, TV ad, 2011
- Trends in winter gear and ski wear
- Colors, designs, and features of jackets and pants
- Innovations in gloves for skiing and other cold-weather sports
- Socks integrate high-tech fabrics and sports-specific designs
Marketing Strategies
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- Key points
- Overall branding identities and strategies
- Nike—high performance and ambition
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- Figure 13: Nike, destroy tomorrow TV ad, 2011
- Converse—trusted all-American brand associated with music
- adidas—a three-tiered branding strategy featuring sport, culture, and fashion
- Puma—international athletes and urban hipster style
- New Balance—seeks to “motivate and inspire” with new brand slogan
- Under Armour—a masculine image supporting top performance
- Champion leverages high value and evokes sportsmanship
- Lululemon offers yoga-inspired, holistic brand image
- Bravada focuses on 20-something women with fun, fashionable and sexy fare
- Associating with professional athletes, teams, and events
- Tom Brady signs multifaceted deal with Under Armour
- K-Swiss launches Jillian Michaels Collection
- New Balance expands Heidi Klum line (and uses Project Runway to promote it)
- Lacoste offers Andy Roddick collection
- Sylvester Stallone to launch lifestyle brand including athletic wear
- Major sponsorships and partnerships
- In-store merchandising and displays
- NBA and adidas launch ‘NBA Shop’ at Champs
- Concept stores become flagships offering unique brand experiences
- New Balance opens first ‘Experience Store’
- Converse’s NY store offers unique apparel and customization services
- Nike, Hurley, and Converse Team Open Salvation Retail Concept in Malibu
- Examples of multiplatform campaigns from major suppliers
- New Balance’s “Let’s Make Excellence Happen” campaign
- Nike’s “The Chosen” campaign targets youth with action sports focus
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- Figure 14: Nike, “The Chosen” TV ad, 2011
- adidas launches “all adidas,” its biggest marketing campaign ever
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- Figure 15: adidas, “all-in” TV ad, 2011
- Under Armour reaches out to female athletes
- Websites and other online initiatives
- Nike using Facebook to roll out entertainment content featuring athletes
- Retailers also developing innovative uses of social media
Incidence of Buying Sport or Exercise Clothing
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- Key points
- Six in 10 report having purchased apparel in the past year
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- Figure 16: Bought any clothes for sports or exercise in the past 12 months, by gender, June 2011
- Age drives purchasing of sports/fitness apparel
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- Figure 17: Bought any clothes for sports or exercise in the past 12 months, by age, June 2011
- Those with $150K+ household income buy greatest number and range of apparel
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- Figure 18: Bought any clothes for sports or exercise in the past 12 months, by household income, June 2011
- Households with kids more likely to buy fitness apparel
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- Figure 19: Bought any clothes for sports or exercise in the past 12 months, by presence and number of children in household, June 2011
Frequency of Exercising and Duration of Workout
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- Key points
- Exercise drives apparel purchases
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- Figure 20: Frequency of exercising, by incidence of buying sports and exercise clothing, June 2011
- Exercise is widespread, but declines with age
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- Figure 21: Frequency of exercising, by age, June 2011
- Wealthier consumers work out more often
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- Figure 22: Frequency of exercising, by household income, June 2011
- Those with 3+ household members work out more
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- Figure 23: Frequency of exercising, by number of people in household, June 2011
- The majority work out for 30 minutes to an hour
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- Figure 24: Duration of average workout, by incidence of buying sports and exercise clothing, June 2011
- Women average shorter workouts than men
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- Figure 25: Duration of average workout, by gender, June 2011
- Duration of workouts drops with age
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- Figure 26: Duration of average workout, by age, June 2011
Participation in Major Sports
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- Key points
- Most popular activities shape which apparel is most widely purchased
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- Figure 27: Level of participation in major sports, June 2011
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- Figure 28: Summary of frequency of participation in major sports, June 2011
Retailers Used for Fitness/Sports Clothing
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- Key points
- Mass merchandisers are top retail choice in fragmented market
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- Figure 29: Source of fitness/sports clothing bought in the past 12 months (type of store), from store/catalog vs. from website, June 2011
- Men more likely to shop at general and specialty sports stores
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- Figure 30: Source of fitness/sports clothing bought in the past 12 months (type of store), from store/catalog, by gender, June 2011
- Young consumers turn to a greater range and number of retailers
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- Figure 31: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by age, June 2011
- Online retail use highest among younger users
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- Figure 32: Source of fitness/sports clothing bought in the past 12 months (type of store) from website, by age, June 2011
- Those with household income of $100K+ turn to the greatest range of retailers
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- Figure 33: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by household income, June 2011
- Those with kids shop at range of retailers, including specialty stores
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- Figure 34: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by presence and number of children, June 2011
- Sports enthusiasts shop heavily at all retailers beyond Walmart
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- Figure 35: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by monthly participation by sport, June 2011 (part 1)
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- Figure 36: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by monthly participation by sport, June 2011 (part 2)
Types of Fitness/Sports Clothing Bought
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- Key points
- Gender key factor shaping the types of apparel purchased
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- Figure 37: Items of fitness clothing bought in the past 12 months (type of clothing), by gender, June 2011
- Younger consumers buy a greater number and range of products
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- Figure 38: Items of fitness clothing bought in the past 12 months (type of clothing), by age, June 2011
- Income drives purchasing and shapes apparel choices
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- Figure 39: Items of fitness clothing bought in the past 12 months (type of clothing), by household income, June 2011
- Those with kids buy greater range of products
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- Figure 40: Items of fitness clothing bought in the past 12 months (type of clothing), by presence and number of children, June 2011
Perception of “Reasonable Price”
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- Key points
- Men and women have different ideas of “reasonable price”
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- Figure 41: What is a reasonable price to pay for items of fitness clothing, by gender, age and household income, June 2011
- Younger and more affluent consumers have higher “reasonable price” perceptions
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- Figure 42: What is a reasonable price to pay for items of fitness clothing, by age and household income, June 2011
How People Shop for Fitness/Sports Clothing
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- Key points
- Most shop solo, but many do research and turn to others for input
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- Figure 43: How people shop for fitness clothing, June 2011
- Younger buyers more likely to undertake research, seek input and advice
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- Figure 44: How people often shop for fitness clothing, by age, June 2011
- Those with 2+ children often undertake research and seek input
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- Figure 45: How people often shop for fitness clothing, by presence and number of children, June 2011
Problems with Fitness Clothing
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- Key points
- Issues with clothing vary with gender
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- Figure 46: Problems encountered with fitness clothing, by gender, June 2011
- Younger consumers most likely to complain about loss of functionality
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- Figure 47: Problems encountered with fitness clothing, by age, June 2011
- Sports players report greater range of problems with apparel
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- Figure 48: Problems encountered with fitness clothing, by monthly participation in major sports, June 2011 (part 1)
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- Figure 49: Problems encountered with fitness clothing, by monthly participation in major sports, June 2011 (part 2)
Attitudes Toward Fitness Clothing
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- Key points
- Attitudes toward brands, fashion and fit vary with gender
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- Figure 50: Attitudes toward fitness clothing, by gender, June 2011
- Age shapes attitudes related to fit, fashionability, and brands
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- Figure 51: Attitudes toward fitness clothing, by age, June 2011
- Parents seek more fashionable, form-fitting and name brand apparel
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- Figure 52: Attitudes toward fitness clothing, by presence and number of children, June 2011
- Monthly sports players seek higher-quality, name-brand, fashionable wear
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- Figure 53: Attitudes toward fitness clothing, by monthly participation in major sports, June 2011 (part 1)
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- Figure 54: Attitudes toward fitness clothing, by monthly participation in major sports, June 2011 (part 2)
Impact of Race/Hispanic Origin
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- Key points
- Asians and Hispanics buy more fitness apparel
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- Figure 55: Bought any clothes for sports or exercise in the past 12 months, by race/Hispanic origin, June 2011
- Whites less likely to work out than other groups
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- Figure 56: Frequency of exercising, by race/Hispanic origin, June 2011
- Asians and Hispanics work out for longer
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- Figure 57: Duration of average workout, by race/Hispanic origin, June 2011
- Blacks most likely shoppers at mass merchandisers and general sports stores
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- Figure 58: Source of fitness/sports clothing bought in the past 12 months (type of store), by race/Hispanic origin – actual store/catalog, June 2011
- Hispanics and “other race” buy apparel through a range of online retailers
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- Figure 59: Source of fitness/sports clothing bought in the past 12 months (type of store), by race/Hispanic origin – outlet’s website, June 2011
- Hispanics most likely to buy most individual items
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- Figure 60: Items of fitness clothing bought in the past 12 months (type of clothing), by race/Hispanic origin, June 2011
- Hispanics and those of “other race” more likely to research apparel
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- Figure 61: How people often shop for fitness clothing, by race/Hispanic origin, June 2011
- Multiethnic consumers more likely to seek fashionable apparel
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- Figure 62: Attitudes toward fitness clothing, by race/Hispanic origin, June 2011
Custom Consumer Tables
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- Dads stand out as top buyers of apparel
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- Figure 63: Bought any clothes for sports or exercise in the past 12 months, by gender and presence of children, June 2011
- Dads turn to sports chains and smaller specialty stores
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- Figure 64: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender and presence of children – actual store/catalog, June 2011
- Dads shop for apparel at wide range of websites
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- Figure 65: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender and presence of children – outlet’s website, June 2011
- Young blacks favor basketball, and whites favor swimming, hiking
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- Figure 66: Bought any clothes for sports or exercise in the past 12 months, by race and age, June 2011
- Hispanics 18-44 buy apparel for more sports than non-Hispanics
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- Figure 67: Bought any clothes for sports or exercise in the past 12 months, by Hispanic origin and age, June 2011
- Problems encountered with clothing vary with age and gender
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- Figure 68: Problems encountered with fitness clothing, by gender and age, June 2011
Cluster Analysis
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- Infrequent, Short, and Helpless
- Demographics
- Characteristics
- Opportunity
- Loose-fitting and Shapeless
- Demographics
- Characteristics
- Opportunity
- Fashionable Researchers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 69: Fitness clothing clusters, June 2011
- Figure 70: Frequency of working out by fitness clothing clusters, June 2011
- Figure 71: Duration of average workout by fitness clothing clusters, June 2011
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- Figure 72: Ways of shopping for fitness clothing by fitness clothing clusters, June 2011
- Figure 73: Problems encountered with fitness and exercise clothing by fitness clothing clusters, June 2011
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- Figure 74: Attributes that describe attitude toward fitness and fitness clothing by fitness clothing clusters, June 2011
- Cluster demographic tables
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- Figure 75: Fitness clothing clusters, by gender, June 2011
- Figure 76: Fitness clothing clusters, by age, June 2011
- Figure 77: Fitness clothing clusters, by household income, June 2011
- Figure 78: Fitness clothing clusters, by race, June 2011
- Figure 79: Fitness clothing clusters, by Hispanic origin, June 2011
- Cluster methodology
Appendix—Other Useful Tables
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- Figure 80: Frequency of exercising, by gender, June 2011
- Figure 81: Duration of average workout, by household income, June 2011
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- Figure 82: Duration of average workout, by presence and number of children, June 2011
- Figure 83: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender – outlet’s website, June 2011
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- Figure 84: Source of fitness/sports clothing bought in the past 12 months (type of store), by household income – outlet’s website, June 2011
- Figure 85: Source of fitness/sports clothing bought in the past 12 months (type of store), by presence and number of children – outlet’s website, June 2011
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- Figure 86: Source of fitness/sports clothing bought in the past 12 months (type of store), by number of people in household – actual store/catalog, June 2011
- Figure 87: Source of fitness/sports clothing bought in the past 12 months (type of store), by number of people in household – outlet’s website, June 2011
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- Figure 88: Source of fitness/sports clothing bought in the past 12 months (type of store), by monthly participation by sport – outlet’s website, June 2011 (Part 1)
- Figure 89: Source of fitness/sports clothing bought in the past 12 months (type of store), by monthly participation by sport – outlet’s website, June 2011 (Part 2)
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Appendix—Trade Associations
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