Table of Contents
Executive Summary
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- The market
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- Figure 1: YOY growth rate of retail sales of clothing in China, 2003-2004
- Companies and brands
- The consumer
- Wearing occasion depends on product design
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- Figure 2: Wearing occasion of athleisure products, December 2019
- Refresh the design of skate shoes and sports jackets to drive purchase
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- Figure 3: Athleisure products wearing and purchase, December 2019
- Nike and Adidas have extremely high customer loyalty
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- Figure 4: Brands most bought in the last 12 months, December 2019
- Comfort and brand awareness beat value for money to be the key
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- Figure 5: Reasons behind frequent purchases, December 2019
- Domestic brands should be careful with discounting
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- Figure 6: Purchase triggers, December 2019
- Open up the imagination
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- Figure 7: Attitudes towards brand’s strategies, December 2019
- What we think
Issues and Insights
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- Quick response to the outbreak of coronavirus
- The facts
- The implications
- How can luxury brands break ground in athleisure?
- The facts
- The implications
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- Figure 8: Tory Sport, March 2020
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- Figure 9: Fendi and Gucci’s activewear
- Unlocking the full potential of KOLs in athleisure retailing
- The facts
- The implications
The Market – What You Need to Know
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- Athleisure is here to stay
- Rising health awareness fosters athleisure growth
Market Overview
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- Athleisure is not a fad
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- Figure 10: YOY growth rate of retail sales of clothing in China, 2003-2004
- Impact of COVID-19 on key players
- Nike
- Adidas
- Lululemon
- Under Armour
- Li-Ning
- Anta Sports Products
- Semir
- Uniqlo
- Canada Goose
Market Factors
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- High sports participation
- Coronavirus will push the awareness of wellbeing
- Casual wear and sportswear are most purchased
- Demanding chic sportswear…
- …and casual work attire
Key Players – What You Need to Know
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- Robust growth in sales
- Engage consumers with sincerity
- Being innovative in marketing campaigns
Sales Performance
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- Nike
- Adidas
- Lululemon
- Under Armour
- FILA
- Li-Ning
- Anta
- Semir
- Uniqlo
Competitive Strategies
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- Build an ecosystem for fitness, sports, and style
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- Figure 11: Nike’s apps, February 2020
- Tell the story of production techniques
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- Figure 12: Li-Ning’s campaign for its running shoes, February 2020
- Elevate customisation
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- Figure 13: VANS Customs, February 2020
Who’s Innovating?
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- History and modern fashion under one roof: Adidas Superstar’s 50th anniversary
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- Figure 14: Marketing campaign for Superstar’s 50th anniversary, February 2020
- Celebrating the art and culture of sneakers: Nike sneaker ball
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- Figure 15: Nike’s sneaker ball, October 2019
- College apparel: Anta
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- Figure 16: Anta x Yale University, February 2020
- Figure 17: Sports brands working with delivery companies, October 2019
- Cultural elements sell: Anta and Li-Ning
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- Figure 18: Anta x The Palace Museum, October 2019
- Figure 19: Li-Ning’s pop up store in The Palace Museum, October 2019
The Consumer – What You Need to Know
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- Opportunities for professional sportswear in lower tier cities
- Skate shoes appeal more to fashion followers
- Sought after international brands
- Impress older consumers and males with technology
- Customisation has limitations
- Looking for a one-stop shop for athleisure
Occasions of Wearing Athleisure Products
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- Professional smart fitness devices and yoga pants are less popular
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- Figure 20: Athleisure products have worn in the last 12 months, December 2019
- Skate shoes for styling
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- Figure 21: Wearing occasion of athleisure products, December 2019
- Yoga clothes are not lifestyle products yet in China
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- Figure 22: Wearing occasion of yoga pants/leggings, by gender, December 2019
- Males wearing professional trainers more often for exercise
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- Figure 23: Wearing occasion of professional trainers, by gender, December 2019
- Athleisure for fitness in lower tier cities
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- Figure 24: Athleisure products have worn in the last 12 months, by city tier, December 2019
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- Figure 25: Athleisure products worn more often for fitness, by city tier, December 2019
Athleisure Products Bought
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- Sports jackets and fitness bags upgrade less frequent
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- Figure 26: Athleisure products wearing and purchase, December 2019
- Women buy more athleisure
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- Figure 27: Types of athleisure products bought in the last 12 months, by gender, December 2019
- Figure 28: Athleisure products bought, by gender, December 2019
- Younger consumers are fond of skate shoes
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- Figure 29: Athleisure products bought, by age, December 2019
- Low earners less into specialized sport apparel
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- Figure 30: Types of athleisure products bought, by household income, December 2019
- Figure 31: Types of athleisure products bought, by household income, December 2019
Brands Have Bought
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- Leading sports brands dominate
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- Figure 32: Brands bought in the last 12 months, December 2019
- Much work to be done for fast fashion brands
- Gendered product design and brand preference
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- Figure 33: Brands bought in the last 12 months, by gender, December 2019
- Domestic sports brands need to do more to win over Gen Z
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- Figure 34: International sports brands bought in the last 12 months, by age, December 2019
- Figure 35: Domestic sports brands bought in the last 12 months, by age, December 2019
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- Figure 36: Fast fashion brands bought in the last 12 months, by age, December 2019
- Nike and Adidas win most repeat purchase…
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- Figure 37: Brands most bought in the last 12 months, December 2019
- …particularly among high earners
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- Figure 38: Brands most bought in the last 12 months, by household income, December 2019
What Drives Repeat Purchase?
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- Make it easy for online shoppers to try on
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- Figure 39: Reasons behind frequent purchases, December 2019
- Tech and top brand appeal to men
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- Figure 40: Reasons behind frequent purchases, by gender, December 2019
- Older consumers are practical
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- Figure 41: Reasons behind frequent purchase, by age, December 2019
- Attributes of athleisure brands
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- Figure 42: Reasons behind frequent purchases, by brand purchased most often, December 2019
- Adidas outperforms in fashionable design
- Domestic sports brands known for value for money
- FILA is seen as well balanced
- Uniqlo leads in comfort and smart outfits
Purchase Triggers
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- Product and price take precedence over service and in-store activities
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- Figure 43: Purchase triggers, December 2019
- Eager to see more fitted designs
- Customisation is not yet effective in athleisure
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- Figure 44: Purchase triggers – TURF Analysis – December 2019
- Men are more into customized athleisure and tech-mania
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- Figure 45: Purchase triggers, by gender, December 2019
- Discounting is most effective for low earners
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- Figure 46: Purchase triggers, by household income, December 2019
- Domestic brands face discount dilemma
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- Figure 47: Purchase triggers, by most purchased brand type, December 2019
Attitudes towards Athleisure
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- Demanding athleisure for work
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- Figure 48: Attitudes towards activewear for leisure and work, December 2019
- Gender-neutral is worth exploring among women
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- Figure 49: Attitudes towards the design of athleisure products, December 2019
- Blurred boundary between premium athleisure and luxury athleisure
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- Figure 50: Attitudes towards trends in the athleisure market, December 2019
- Extending brands into offline events and lifestyle
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- Figure 51: Attitudes towards brand’s strategies, December 2019
- Opportunity for multi-brand athleisure store
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- Figure 52: Attitudes towards multi-brand stores, December 2019
Meet the Mintropolitans
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- Wearing more, buying more
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- Figure 53: Athleisure products bought, by MinT vs non-MinTs, December 2019
- Lifestyle plays a significant role
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- Figure 54: Brands bought, by MinT vs non-MinTs, December 2019
- How it’s made also matters
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- Figure 55: Reasons behind frequent purchase, by MinTs vs non-MinTs, December 2019
- Innovations and luxury stand out
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- Figure 56: Attitudes towards Athleisure, by MinTs vs non-MinTs, December 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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