Sports Goods Retailing - UK - July 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Specialist sports goods retailers market size and forecast, 2008-18
Market bats on after JJB’s dismissal
Major chains ambitious for the future
Market drivers
Participation growth widens pool of potential buyers
Sports stores resist the challenge of the internet
Market segmentation
Figure 2: Sports goods retailers’ turnover, by segment, 2008-122
Clothing still the key item of kit
Interest in running helps footwear step up
The consumer
Figure 3: Sports goods purchasing habits, May 2013
Pressure on incomes raises cash consciousness
Battle lines drawn around consumers’ quest for low-cost quality
Figure 4: Incentives to sports goods purchasing, May 2013
Ability to pay and ability to play the key drivers of purchasing
What we think
ISSUES IN THE MARKET
Shops or showrooms?
Has the demise of JJB left a mid-market gap to fill?
Do retailers need to get closer to players?
Where next for Sports Direct?
How can retailers remain part of the club?
TREND APPLICATION
Trend: Experience is All
Trend: Return to the Experts
Mintel Futures: Access Anything, Anywhere
MARKET DRIVERS
Key points
A wider pool of playing customers
Figure 5: UK adults’ participation in sport, 2008-12
Scope for a female focus as women play more sport
Figure 6: Women’s participation in sport at least once a week (30 minutes+), 2005-12
Team sports still losing to individuals
Figure 7: Most popular sports, by participation of 30 minutes or more at least once a week, October 2011-12
Olympic spirit preaches mainly to the converted
Figure 8: Impact of London 2012 Olympic Games on interest and participation in sport, May 2013
Sport policy targets young people’s play
Retail sales up, but pressure on prices and premises persists
Figure 9: Retail sales trends, by month, 2012-13
Smartphones to bring web buyers back to the store?
Figure 10: Online shopping activities performed in the past three months, by device, January 2013
Income squeeze continues to choke demand
Figure 11: RPI v average weekly earnings growth, 2008-13
Clothing price inflation checked
Figure 12: Price inflation trends for clothing and footwear*, January 2007-March 2013**
WHO’S INNOVATING?
Key points
Sports news direct
Village concept bringing retail to the touchline
Specialists and generalists pair up in new formats
Putting the sport into sport shops
Brands get in the game
Retailers today, printers tomorrow?
Personal training hots up
Sport joins the festival circuit
Get involved in the numbers game
MARKET SIZE AND FORECAST
Key points
Market shrugs off loss of JJB
Figure 13: Specialist sports goods retailers market size and forecast, 2008-18
Forecast
Figure 14: Forecast sales of specialist sports goods retailers, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Clothing main part of the retail fabric
Figure 15: Sports goods retailers’ turnover, by segment, 2008-12
MARKET SHARE
Key points
Rivals ready to make up the numbers after JJB loss
Figure 16: Sports goods retail outlets, by company, 2013
Sports Direct strengthens its grip
Figure 17: Sports goods retailers’ shares of consumer expenditure, 2011 and 2012
SPACE ALLOCATION ANALYSIS
Trading differences
Figure 18: Summary space allocation in sports shops, June 2012
Men, women and children
Figure 19: Sports shops: men’s, women’s and children’s space allocation, June 2012
Figure 20: Sports shops: men’s goods space allocation, June 2012
Figure 21: Sports shops: women’s goods space allocation, June 2012
Figure 22: Sports shops: children’s goods space allocation, June 2012
Detailed space allocations
Figure 23: Sports shops: detailed space allocation, June 2012
Sales mix
COMPANIES AND PRODUCTS
Key points
JJB consigned to the past; rivals plan for the future
Sports Direct
Background
Recent activity
Financials
Figure 24: Sports Direct International plc key financials, 2011 and 2012
Promotion
Future strategy
JD Sports
Background
Recent activity
Financials
Figure 25: JD Sports Fashion plc key financials, 2012 and 2013
Promotion
Future strategy
JJB Sports (ceased trading)
Background
Financials
Figure 26: Key financial data for JJB Sports plc, 2011 and 2012
DW Sports
Background
Recent activity
Financials
Figure 27: Dave Whelan Sports Limited key financials*, 2011 and 2012
Decathlon UK
Background
Financials
Figure 28: Decathlon UK Limited key financials, 2010 and 2011
Future strategy
 INDEPENDENT BUYING GROUPS
Intersport
Sports Traders Alliance Group Ltd (STAG)
BRAND RESEARCH
Brand map
Figure 29: Attitudes towards and usage of brands in the sportswear sector, May 2013
Correspondence analysis
Brand attitudes
Figure 30: Attitudes, by sportswear brand, May 2013
Brand personality
Figure 31: Sportswear brand personality – macro image, May 2013
Figure 32: Sportswear brand personality – micro image, May 2013
Brand experience
Figure 33: Sportswear brand usage, May 2013
Figure 34: Satisfaction with various sportswear brands, May 2013
Figure 35: Consideration of sportswear brands, May 2013
Figure 36: Consumer perceptions of current sportswear brand performance, May 2013
Figure 37: Sportswear brand recommendation – Net Promoter Score, May 2013
Brand index
Figure 38: Sportswear brand index, May 2013
Figure 39: Sportswear brand index vs. recommendation, May 2013
Target group analysis
Figure 40: Target groups, May 2013
Figure 41: Sportswear brand usage, by target groups, May 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Olympic opportunity to switch marketing focus
Figure 42: Sports goods advertising spend, 2009-12
JD and Decathlon go outdoors
Figure 43: Leading* sports goods retailers’ advertising spend, by media type, 2009-12
SPORTS BOUGHT FOR
Key points
Most played sports are most bought for also
Figure 44: Sports for which sports goods are purchased, May 2013
Players v buyers: Golf and tennis attract more spenders
Figure 45: Participation in sport and purchasing of sports goods, May 2013
Children try, parents buy
Figure 46: Sports for which sports goods are purchased, by age of children in household, May 2013
Narrow consumer focus favours specialisation
Figure 47: Repertoire of sports for which sports goods are purchased, May 2013
OUTLETS PURCHASED FROM
Key points
Supermarkets keep interest fresh with seasonal fare
Figure 48: Outlets sports goods purchased from, May 2013
Sports goods sales slow to migrate online
Figure 49: Purchasing of sports goods from non-specialist retailers, in-store v online, by gender, May 2013
Specialists and generalists fight out a gender war
Figure 50: Purchasing of sports goods from specialist and generalist stores, by sports purchased for, May 2013
Upscale buyers look to mix price and match quality
Figure 51: Outlets sports goods purchased from, by socio-economic status, May 2013
INFLUENCES ON SPORTS GOODS PURCHASING
Key points
Consumers feel the quality, but wary of the cost
Figure 52: Factors influencing sports goods purchasing decisions, May 2013
25-34s most cautious with their cash
Figure 53: Factors influencing sports goods purchasing decisions (any agree), by age, May 2013
Tennis buyers seek look (and performance) of the stars
Figure 54: Factors influencing golfers’ and tennis players’ sports goods purchasing decisions (any agree), May 2013
Get closer to participants to harness the power of recommendation
Figure 55: Influence of personal recommendation on sports goods purchasing decisions (any agree), by stores bought from, May 2013
Sports Direct not yet a destination for advice
Figure 56: Importance of in-store advice when purchasing sports goods, by retailers bought from, May 2013
ATTITUDES TOWARDS SPORTS GOODS
Key points
Endurance to the fore when hard times bite
Figure 57: Attitudes towards sports goods, May 2013
Brand focus can bolster shop loyalty
Figure 58: Habitual purchasing from the same retailer, by attitudes towards sports goods, May 2013
Supermarkets competing strongly on cost
Figure 59: Purchasing of low-cost sports goods only, by retailers bought from, May 2013
INCENTIVES TO PURCHASING SPORTS GOODS
Key points
Paying less and playing more drives up sports goods’ appeal
Figure 60: Incentives to purchasing sports goods, May 2013
Established purchasers kit out for new sports
Figure 61: Taking up a new sport as an incentive to purchase sports goods, by age and household income, May 2013
Targeting non-purchasers: A question of time vs money
Figure 62: Incentives to buying sports goods among current non-purchasers, by age, May 2013
Goal-focused gaining through training
Figure 63: Key incentives to purchasing sports goods among buyers training for an event, May 2013
SPORTS GOODS RETAILING TARGET GROUPS
Key points
Figure 64: Sports goods retailing target groups, May 2013
First Teamers (28% of sample)
What do they think and do?
Who are they?
Football Crazies (27% of sample)
What do they think and do?
Who are they?
Outdoor Types (27% of sample)
What do they think and do?
Who are they?
Replacements (17% of sample)
What do they think and do?
Who are they?
APPENDIX – MARKET DRIVERS
Figure 65: Trends in the age structure of the UK population, by gender, 2007-17
APPENDIX – MARKET SIZE AND FORECAST
Figure 66: Forecast of consumer spending on retail sports goods, 2013-18
APPENDIX – BRAND RESEARCH
Figure 67: Brand usage, May 2013
Figure 68: Brand commitment, May 2013
Figure 69: Brand momentum, May 2013
Figure 70: Brand diversity, May 2013
Figure 71: Brand satisfaction, May 2013
Figure 72: Brand recommendation, May 2013
Figure 73: Brand attitude, May 2013
Figure 74: Brand image – macro image, May 2013
Figure 75: Brand image – micro image, May 2013
Figure 76: Profile of target groups, by demographics, May 2013
Figure 77: Psychographic segmentation, by target groups, May 2013
Figure 78: Brand usage, by target groups, May 2013
Brand Index
Figure 79: Brand Index, May 2013
APPENDIX – SPORTS BOUGHT FOR
Figure 80: Most popular sports for which sports goods are purchased, by demographics, May 2013
Figure 81: Next most popular sports for which sports goods are purchased, by demographics, May 2013
Figure 82: Other sports for which sports goods are purchased, by demographics, May 2013
Figure 83: Most popular sports for which sports clothing is purchased, by demographics, May 2013
Figure 84: Next most popular sports for which sports clothing is purchased, by demographics, May 2013
Figure 85: Sports for which sports footwear is purchased, by demographics, May 2013
Figure 86: Sports for which equipment is purchased, by demographics, May 2013
Figure 87: Repertoire of sports for which sports goods are purchased, by demographics, May 2013
Figure 88: Outlets from which sports goods are purchased, by most popular sports for which sports goods are purchased, May 2013
Figure 89: Outlets from which sports goods are purchased, by next most popular sports for which sports goods are purchased, May 2013
Figure 90: Outlets from which sports goods are purchased, by most popular sports for which sports clothing is purchased, May 2013
Figure 91: Outlets from which sports goods are purchased, by next most popular sports for which sports clothing is purchased, May 2013
Figure 92: Outlets from which sports goods are purchased, by sports for which sports footwear is purchased, May 2013
Figure 93: Outlets from which sports goods are purchased, by sports for which sports equipment is purchased, May 2013
APPENDIX – OUTLETS PURCHASED FROM
Figure 94: Most popular outlets from which sports goods are purchased, by demographics, May 2013
Figure 95: Next most popular outlets from which sports goods are purchased, by demographics, May 2013
Figure 96: Other outlets from which sports goods are purchased, by demographics, May 2013
Figure 97: Most popular outlets from which sports goods are purchased in-store, by demographics, May 2013
Figure 98: Next most popular outlets from which sports goods are purchased in-store, by demographics, May 2013
Figure 99: Outlets from which sports goods are purchased online, by demographics, May 2013
Figure 100: Repertoire of outlets from which sports goods are purchased, by demographics, May 2013
Figure 101: Factors influencing sports goods purchasing decisions, May 2013
Figure 102: Factors influencing sports goods purchasing decisions, by most popular sports for which sports goods are purchased, May 2013
Figure 103: Factors influencing sports goods purchasing decisions, by next most popular sports for which sports goods are purchased, May 2013
Figure 104: Factors influencing sports goods purchasing decisions, by most popular sports for which sports clothing is purchased, May 2013
Figure 105: Factors influencing sports goods purchasing decisions, by next most popular sports for which sports clothing is purchased, May 2013
Figure 106: Factors influencing sports goods purchasing decisions, by sports for which sports footwear is purchased, May 2013
Figure 107: Factors influencing sports goods purchasing decisions, by sports for which equipment is purchased, May 2013
Figure 108: Factors influencing sports goods purchasing decisions, by most popular outlets from which sports goods are purchased, May 2013
Figure 109: Factors influencing sports goods purchasing decisions, by next most popular outlets from which sports goods are purchased, May 2013
Figure 110: Factors influencing sports goods purchasing decisions, by other outlets from which sports goods are purchased, May 2013
Figure 111: Factors influencing sports goods purchasing decisions, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 112: Factors influencing sports goods purchasing decisions, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 113: Factors influencing sports goods purchasing decisions, by outlets from which sports goods are purchased online, May 2013
APPENDIX – INFLUENCES ON SPORTS GOODS PURCHASING
Figure 114: Agreement with the statements ‘Low-cost products are just as good as more expensive ones’ and ‘It’s a good idea to try on sports clothing and footwear in-store and then search for cheaper prices online’, by demographics, May 2013
Figure 115: Agreement with the statements ‘Expensive sports brands are worth buying if you can find them in a sale’ and ‘It’s useful to read product reviews in magazines, websites etc before buying’, by demographics, May 2013
Figure 116: Agreement with the statements ‘Recommendations from friends/family/other players are important to me when buying sports goods’ and ‘In-store advice is important to me when I am buying sports goods’, by demographics, May 2013
Figure 117: Agreement with the statements ‘It’s worth paying more for better-quality brands and products’ and ‘Good quality kit/equipment improves your sports performance’, by demographics, May 2013
Figure 118: Agreement with the statements ‘I enjoy sport more if I have good quality kit/equipment’ and ‘Wearing the same brands as my favourite athletes and teams is important to me’, by demographics, May 2013
Figure 119: Agreement with the statements ‘Sports clothing is good to wear off the pitch as well as on it’ and ‘Fashion is important to me when deciding which sports goods to buy’, by demographics, May 2013
APPENDIX – ATTITUDES TOWARDS SPORTS GOODS
Figure 120: Most popular attitudes towards sports goods, by demographics, May 2013
Figure 121: Next most popular attitudes towards sports goods, by demographics, May 2013
Figure 122: Attitudes towards sports goods, by most popular attitudes towards sports goods, May 2013
Figure 123: Attitudes towards sports goods, by next most popular attitudes towards sports goods, May 2013
Figure 124: Attitudes towards sports goods, by most popular sports for which sports goods are purchased, May 2013
Figure 125: Attitudes towards sports goods, by next most popular sports for which sports goods are purchased, May 2013
Figure 126: Attitudes towards sports goods, by most popular sports for which sports clothing is purchased, May 2013
Figure 127: Attitudes towards sports goods, by next most popular sports for which sports clothing is purchased, May 2013
Figure 128: Attitudes towards sports goods, by sports for which sports footwear is purchased, May 2013
Figure 129: Attitudes towards sports goods, by sports for which sports equipment is purchased, May 2013
Figure 130: Attitudes towards sports goods, by most popular outlets from which sports goods are purchased, May 2013
Figure 131: Attitudes towards sports goods, by next most popular outlets from which sports goods are purchased, May 2013
Figure 132: Attitudes towards sports goods, by other outlets from which sports goods are purchased, May 2013
Figure 133: Attitudes towards sports goods, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 134: Attitudes towards sports goods, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 135: Attitudes towards sports goods, by outlets from which sports goods are purchased online, May 2013
APPENDIX – INCENTIVES TO PURCHASING SPORTS GOODS
Figure 136: Most popular incentives to purchasing sports goods, by demographics, May 2013
Figure 137: Next most popular incentives to purchasing sports goods, by demographics, May 2013
Figure 138: Most popular incentives to purchasing sports goods among current buyers, by demographics, May 2013
Figure 139: Next most popular incentives to purchasing sports goods among current buyers, by demographics, May 2013
Figure 140: Incentives to purchasing sports goods for non-buyers, by demographics, May 2013
Figure 141: Incentives to purchasing sports goods, by most popular incentives to purchasing sports goods, May 2013
Figure 142: Incentives to purchasing sports goods, by next most popular incentives to purchasing sports goods, May 2013
Figure 143: Incentives to purchasing sports goods, by most popular attitudes towards sports goods, May 2013
Figure 144: Incentives to purchasing sports goods, by next most popular attitudes towards sports goods, May 2013
Figure 145: Incentives to purchasing sports goods, by most popular outlets from which sports goods are purchased, May 2013
Figure 146: Incentives to purchasing sports goods, by next most popular outlets from which sports goods are purchased, May 2013
Figure 147: Incentives to purchasing sports goods, by other outlets from which sports goods are purchased, May 2013
Figure 148: Incentives to purchasing sports goods, by most popular outlets from which sports goods are purchased in-store, May 2013
Figure 149: Incentives to purchasing sports goods, by next most popular outlets from which sports goods are purchased in-store, May 2013
Figure 150: Incentives to purchasing sports goods, by outlets from which sports goods are purchased online, May 2013
APPENDIX – SPORTS GOODS RETAILING TARGET GROUPS
Figure 151: Sports goods retailing target groups, by demographics, May 2013
Figure 152: Factors influencing sports goods purchasing decisions, by sports goods retailing target groups, May 2013
Figure 153: Sports for which sports goods are purchased, by sports goods retailing target groups, May 2013
Figure 154: Outlets sports goods purchased from, by sports goods retailing target groups, May 2013
Figure 155: Attitudes towards sports goods, by sports goods retailing target groups, May 2013