Table of Contents
Executive Summary
-
- Impact of COVID-19 on sports fashion
-
- Figure 1: Short, medium and long-term impact of COVID-19 on sports fashion, December 2020
- The market
- Initial COVID-19 outbreak causes disruption in sales
-
- Figure 2: Market size for sports fashion, by value, 2015-25 (prepared on 16 December 2020)
- Although sports participation declined there has been an increase in outdoor exercise
-
- Figure 3: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, mid-March-mid-May 2019 and 2020
- Footfall across stores declined due to store closures
-
- Figure 4: Year-on-year footfall change, by location, January 2015-November 2020
- Uncertainty around Brexit could impact the market
-
- Figure 5: Economic outlook towards Brexit, November 2020
- Companies and brands
- JD Sports overtakes Sports Direct and expands further abroad
-
- Figure 6: Market share of sports specialists, 2018 and 2019
- Advertising spend set to grow in 2020
-
- Figure 7: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, 2016-20 (January-September)
- Nike and adidas are the clear favourites for consumers
-
- Figure 8: Attitudes towards and usage of selected brands, December 2020
- The consumer
- More people across age groups are exercising at home since COVID-19
-
- Figure 9: Rates of people exercising at home in comparison with the first lockdown, by age, 8-16 December 2020
- More people have bought sports items in the last year
-
- Figure 10: Sportswear and outdoorwear categories purchased, 2018 and 2020
- More people are now buying online than in-store
-
- Figure 11: Channel used for buying sports and outdoor fashion, September 2020
- Most people bought sports fashion for wearing in the home
-
- Figure 12: Reasons for buying sports fashion items, September 2020
- Branded sportswear remains popular
-
- Figure 13: Factors that would encourage purchasing of sports fashion items, September 2020
- Innovations in online shopping are needed
-
- Figure 14: Sports fashion shoppers’ interest in innovations in the sector, September 2020
Issues and Insights
-
- The move to online for sports fashion…
- …but the in-store experience should not be neglected
-
- Figure 15: Basketball court in Foot Locker’s new Singapore store, 2020
- Opportunities for sports fashion brands to branch out
The Market – Key Takeaways
-
- Initial COVID-19 outbreak causes disruption in sales
- A year of missed sporting opportunities
- Footfall across stores declined due to store closures
- Worries around the Brexit deal continue
Market Size and Forecast
-
-
- Figure 16: Short, medium and long-term impact of COVID-19 on sports fashion, December 2020
- COVID-19 causes market to decline by 7%
- Initial outbreak caused decline in sales
-
- Figure 17: Market size for sports fashion, by value, 2015-25 (prepared on 16 December 2020)
- Figure 18: Consumer spending on sports fashion, at current prices, 2015-25
- Sector benefited from casualisation
- Recovery is expected to be swift
- Brexit could lead to increased red tape for fashion businesses
- Market drivers and assumptions
- Forecast methodology
-
Market Drivers
-
- Further lockdowns are unlikely to have a big impact on the sector
-
- Figure 19: Purchasing of fashion items, June 2019-20
- Missed sporting opportunities
-
- Figure 20: Spectator sport-related activities done in the absence of live events during the COVID-19 restrictions, August 2020
- More people have been walking for leisure…
-
- Figure 21: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, 2017-20
- …but participation in other forms of sport has declined
-
- Figure 22: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, mid-March-mid-May 2019 and 2020
- Footfall across stores declined due to store closures
-
- Figure 23: Year-on-year footfall change, by location, January 2015-November 2020
- Uncertainty around Brexit likely to lead to further slowdown
-
- Figure 24: Economic outlook towards Brexit, November 2020
- Wages dive after COVID-19 triggers economic downturn
-
- Figure 25: Average weekly earnings, by consumer price index, January 2016-October 2020
Companies and Brands – Key Takeaways
-
- An agile approach has been essential this year
- JD Sports is now the top sports fashion retailer
- Brands leverage digital channels to stay connected with consumers
- Nike unveils more adverts that push boundaries
Market Share
-
- JD Sports overtakes Sports Direct and expands further abroad
-
- Figure 26: Market share of sports specialists, 2018 and 2019
- Gymshark’s success contributes to growth in sports brands
Launch Activity and Innovation
-
- Brands innovate to stay connected with consumers
- The North Face invites customers for a virtual summer camp programme
- adidas teams up with Snapchat for shoppable mobile game
- Outdoors and sport brands maximise in-store experiential retailing
- New Balance rewards New York Marathon runners with free pizza
-
- Figure 27: New balance pizza pop-up, 2020
- Canada Goose gives customers an immersive journey at its new concept store
-
- Figure 28: Canada Goose The Journey experience store, 2019
- Nike and ASOS invite customers for a wellness experience
- Reebok and ASOS launch music and fashion party
- adidas launched its biggest shoes drop event ‘Creators Club Week’
-
- Figure 29: adidas UltraBOOST DNA LOOP sneaker revealed at its digital Creators Club Week event, 2020
- Non-specialists step into activewear
- Cos launches women’s activewear range made from sustainable materials
- M&S reveals its first activewear range ‘Goodmove’
-
- Figure 30: M&S’ Go seam-free leggings and Good Move sports top from the Goodmove collection, 2020
- Topshop launches first activewear range
- Mango launches activewear
-
- Figure 31: Mango Active range, 2020
- Kenzo launches sportswear-inspired range
- Collaborations and launches
- adidas and Lego build a new sneaker
- The North Face teams up with Gucci and Liberty
- Nike launches first maternity sportswear range
-
- Figure 32: Nike (M) maternity range, 2020
Advertising and Marketing Activity
-
- Advertising spend set to grow in 2020
-
- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, 2016-20 (January-September)
- adidas takes the lead as top ad spender in 2019
- Nike surpasses Converse in 2019
-
- Figure 34: Nike’s ‘Just Do It-Dream Crazy’ campaign, 2019
- Sports Direct launches first Christmas advert in 2020
-
- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on sports clothing and footwear, top 15 spenders, 2016-20 (January-September)
- Digital now vital for brands wanting to stay connected with consumers
-
- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, by media type, 2019 and 2020 (January-September)
- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on sportswear, by media type, 2019
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 38: Attitudes towards and usage of selected brands, December 2020
- Key brand metrics
-
- Figure 39: Key metrics for selected brands, December 2020
- Brand attitudes: consumers feel that adidas is a brand that gives them confidence
-
- Figure 40: Attitudes, by brand, December 2020
- Brand personality: Reebok seen as accessible
-
- Figure 41: Brand personality – macro image, December 2020
- Lululemon perceived as aspirational
-
- Figure 42: Brand personality – micro image, December 2020
- Brand analysis
- adidas a favourite and most trusted brand
- Nike seen as diverse and a trendsetter
- Reebok needs to do more to stand out
- Gymshark offers value for money
- Changing consumer habits present Asics with new opportunities
- Fila needs to be more diverse to stand out
- Ellesse can increase usage by standing out
- Lululemon perceived as exclusive and fun
- Sweaty Betty puts plans in place to reach more customers as stores close
The Consumer – Key Takeaways
-
- Opportunities in at-home exercise options
- The rise in online shopping has made Amazon even more of a threat
- Branded sportswear continues to dominate, particularly among men
Impact of COVID-19 on Consumer Behaviours
-
- Worries about the economy have created financial uncertainty…
-
- Figure 43: Thoughts around the effect COVID-19 will have on the economy, 18-24 June 2020
- …and male shoppers are more likely to want to put money into savings
-
- Figure 44: Changes in people’s lifestyles due to COVID-19, by gender, 10-19 November 2020
- Fewer people are buying fashion items
-
- Figure 45: Consumer spending expectations due to COVID-19, 8-16 December 2020
- People have become accustomed to shopping online
-
- Figure 46: People shopping more online since COVID-19, 16 April-16 December 2020
- More people across age groups are exercising at home
-
- Figure 47: Rates of people exercising at home in comparison with the first lockdown, by age, 8-16 December 2020
Items Bought
-
- More people have bought sports items in the last year
-
- Figure 48: Sportswear and outdoorwear categories purchased, 2018 and 2020
- Sports fashion items almost as popular among women
-
- Figure 49: Sportswear and outdoorwear categories purchased, by gender, September 2020
- Young shoppers are keenest buyers of sports fashion
-
- Figure 50: Repertoire of numbers of sports fashion items bought, by age, September 2020
Retailers and Channels Used
-
- More people are now buying online than in-store…
-
- Figure 51: Channel used for buying sports and outdoor fashion, September 2020
- …making Amazon the most popular sports fashion retailer
-
- Figure 52: Retailers where consumers have bought sports or outdoor fashion in the last 12 months, 2018 and 2020
- Women are more likely to buy from fashion retailers
-
- Figure 53: Types of retailers used for buying sports fashion in the last 12 months, by gender, September 2020
- Sports Direct appeals to a wider age group than JD Sports
-
- Figure 54: People buying sports fashion from Sports Direct or JD Sports in the last 12 months, by age, September 2020
- Young male shoppers are least loyal
-
- Figure 55: Repertoire of retailers used to buy sportswear, by age and gender, September 2020
Reasons for Purchasing
-
- Most people bought sports fashion for non-sports use
-
- Figure 56: Reasons for buying sports fashion items, September 2020
Factors that Influence Purchasing
-
- Branded sportswear dominates…
-
- Figure 57: Factors that would encourage purchasing of sports fashion items, September 2020
- …with men particularly swayed by familiar names
-
- Figure 58: Factors that would encourage purchasing of sports fashion items, by gender, September 2020
- A combination of features appeals to 70% of people
-
- Figure 59: Factors offered in sports fashion to influence purchasing, TURF analysis, September 2020
Interest in Innovations
-
- Innovations in online shopping becoming more necessary
-
- Figure 60: Sports fashion shoppers’ interest in innovations in the sector, September 2020
- Youngest shoppers want to wear sportswear for formal occasions
-
- Figure 61: Sports fashion shoppers wanting items that can be worn on formal occasions, by age, September 2020
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- TURF analysis methodology
-
- Figure 62: Table – TURF Analysis – sports fashion, September 2020
Appendix – Market Size and Forecast
-
- Forecast methodology
Back to top
