Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Insights and Opportunities
Market in Brief
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- Sports World shakes the market
- Brands reaching saturation point
- Deflation lets rip
- Sportswear still desirable, but seen as expensive
- Five distinct customer groups
- Sports World’s successful business model
- JJB Sports trying to create a new role for itself
- JD Sports integrates All:sports’ stores
- Positive outlook for outdoor activities
- Opportunities for niche sport and fashion retailers
- Supermarkets will attract increased spending on sports leisurewear
- Ageing population
- Internet shopping makes its impact
- Consumers no longer ‘serious about sport’
- Changing the medium not the message
- Greater focus on store design
- Importance of speed to market
- Dealing with margins that are under pressure
Fast Forward Trends
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- Trend 1: “Bling and Buy”
- Trend 2: Agelessness
- Trend 3: “X for Xtreme”
Industry Insights
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- Current trading in the sportswear market
- Two cheers for the World Cup
- Losing differentiation: merging with the fashion crowd
- Which mainstream retailers are performing strongly?
- Who do you see as the most successful niche operators?
- Which brands are successful at the moment?
- What is happening to the brand-retailer relationship?
- Speed to market: is it a problem?
- Do conventional methods of sports marketing still work?
- Do brand tie-ups with designers really boost sales generally?
- How is the rise of Internet shopping affecting your business?
- Own-label: opportunity or danger?
- Sportswear: is it really used for sport?
- Do the brands risk cannibalising retail business through own channels?
- How will the sports fashion market cope with an ageing population?
Internal Market Environment
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- Price deflation
- Interest in sport
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- Figure 1: Interest in named sports/pastimes among UK adults, 2001-05
- Sports participation and exercise
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- Figure 2: Regular sports participation, 2002-05
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- Figure 3: Proportion of adult population saying they take part in some form of sport or excercise at least once a week, 2000-05
- Sporting events
- Fashion trends
Broader Market Environment
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- Personal disposable income
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- Figure 4: PDI, at current and constant 2001 prices, 2001-11
- Consumer expenditure
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- Figure 5: Consumer expenditure, at current and constant 2001 prices, 2001-11
- Employment levels
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- Figure 6: UK employment and unemployment, by gender, 2001-11
- Demographics
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- Figure 7: UK population, by age, 2001-11
- Figure 8: UK adult population aged 15+, by socio-economic group, 2001-11
Market in Context
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- All retail sales
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- Figure 9: UK retail sales, seasonally adjusted, at current and constant 2000 prices, and price deflation, 2000-06
- Sports clothing in the clothing context
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- Figure 10: Comparison of spending on sports clothing and clothing, 2001-06
- Sports footwear in the footwear context
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- Figure 11: Comparison of spending on sports footwear and footwear, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Wide appeal of product to many age groups
- Adaptability of sports fashion for different uses
- Rising popularity of niche/fashion sports brands
- Rising participation in some sports like running, hiking
- Weaknesses
- Massive over-distribution of brands
- Weakening value perceptions among consumers
- Challenge from conventional fashion retailers
- Core consumers likely to switch spending to other categories
Who’s Innovating?
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- New environments
- Own-label comes to the fore
- Trying to make the brand ‘sing’ in-store
- Building excitement – in and out of store
- Giving extra service
- Getting closer to the customer
Market Size and Forecast
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- The sportswear market
- Total market
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- Figure 12: Total sportswear market, at current and constant 2006 prices, 2001-11
- Sports clothing
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- Figure 13: UK retail sales of sports clothing, at current and constant 2001 prices, and price deflation, 2001-06
- Sports footwear
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- Figure 14: UK retail sales of sports footwear, at current and constant 2000 prices, and price deflation, 2001-06
- Trends within the market
- The impact on retailers
- Future prospects
- The Internet-savvy consumer
- Youngest lead the revolution
- Product exclusivity means more investment
- New store formats a priority
- Niche retailing takes a bigger slice of consumer spend
- Smaller brands will also benefit
- Deflation will tail off
- More older consumers, fewer youngsters
- Will there be further consolidation?
- How to deal with slow product cycles?
- Sportswear marketing – a revolution just starting
Where They Shop for Sportswear
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- Outlets used for buying sports clothing and footwear
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- Figure 15: Outlets used for buying sports clothing and footwear in the past 12 months, July 2006
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- Figure 16: Outlets used for buying sports clothing and footwear in the past 12 months, 2001 and 2006
- Specialist retailers
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- Figure 17: Sports specialists used for buying sports clothing and footwear in the past 12 months, by gender, age and socio-economic group, July 2006
- Clothing and footwear specialists and department stores
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- Figure 18: Clothing, footwear and department stores used for buying sports clothing and footwear in the past 12 months, by gender, age and socio-economic group, July 2006
- Other distribution channels
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- Figure 19: Other channels used for buying sports clothing and footwear in the past 12 months, by gender, age and socio-economic group, July 2006
- Retailer market positioning
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- Figure 20: Retailer market positioning for outlets used for buying sports clothing and footwear in the past 12 months, July 2006
- Number of outlets sportswear bought from
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- Figure 21: Number of outlets used for buying sports clothing and footwear in the past 12 months, July 2006
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- Figure 22: Outlets used for buying sports clothing and footwear in the past 12 months, by number of outlets used for buying sportswear, July 2006
Where They Shop – Detailed Consumer Demographics
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- Figure 23: Outlets used for buying sports clothing and footwear in the past 12 months, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 24: Outlets used for buying sports clothing and footwear in the past 12 months, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 25: Outlets used for buying sports clothing and footwear in the past 12 months, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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Usage of Sportswear and Brands of Choice
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- Usage of sports clothing and footwear
- Five consumer groups
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- Figure 26: Use of sports clothing and footwear, July 2006
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- Figure 27: Use of sports clothing and footwear, by gender, age and socio-economic group, July 2006
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- Figure 28: Outlets used for buying sports clothing and footwear in the past 12 months, by use of sports clothing and footwear, July 2006
- Brands of choice
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- Figure 29: Brands of choice when buying sports clothing and footwear for leisure/fashion, July 2006
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- Figure 30: Brands of choice when buying sports clothing and footwear for leisure/fashion, by gender, age and socio-economic group, July 2006
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- Figure 31: Brand positioning of leading brands of choice when buying sports clothing and footwear for leisure/fashion, July 2006
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- Figure 32: Brands of choice when buying sports clothing and footwear for leisure/fashion, by gender, age and socio-economic group, July 2006
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- Figure 33: Brand positioning of leading brands of choice when buying sports clothing and footwear for leisure/fashion, July 2006
- Figure 34: Brands of choice when buying sports clothing and footwear for leisure/fashion, by gender, age and socio-economic group, July 2006
- Brands of choice by outlet used
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- Figure 35: Brands of choice when buying sports clothing and footwear for leisure/fashion, by outlets used for buying sports clothing and footwear in the last 12 months, July 2006
Usage of Sportswear and Choice of Brands – Detailed Consumer Demographics
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- Figure 36: Use of sports clothing and footwear, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 37: Brands of choice when buying sports clothing and footwear for leisure/fashion, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 38: Brands of choice when buying sports clothing and footwear for leisure/fashion, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 39: Brands of choice when buying sports clothing and footwear for leisure/fashion, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 40: Brands of choice when buying sports clothing and footwear for leisure/fashion, by outlets used for buying sports clothing and footwear in the last 12 months, July 2006
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- Figure 41: Brands of choice when buying sports clothing and footwear for leisure/fashion, by outlets used for buying sports clothing and footwear in the last 12 months, July 2006
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- Figure 42: Brands of choice when buying sports clothing and footwear for leisure/fashion, by use of sports clothing and footwear, July 2006
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Attitudes Towards Sports Clothing and Footwear
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- Attitudes towards sports clothing and footwear and sports shops
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- Figure 43: Attitudes towards sports clothing and footwear and sports shops, July 2006
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- Figure 44: Attitudes towards sports clothing and footwear and sports shops, by gender, age and socio-economic group, July 2006
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- Figure 45: Attitudes towards sports clothing and footwear and sports shops, by gender, age and socio-economic group, July 2006
- Attitudes by outlets used
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- Figure 46: Attitudes towards sports clothing and footwear and sports shops, by outlets used for buying sports clothing and footwear in the past 12 months, July 2006
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- Figure 47: Attitudes towards sports clothing and footwear and sports shops, by outlets used for buying sports clothing and footwear in the past 12 months, July 2006
- Describing sports clothing and footwear for leisure use
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- Figure 48: Describing sports clothing and footwear for leisure use, July 2006
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- Figure 49: Describing sports clothing and footwear for leisure use, by gender, age and socio-economic group, July 2006
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- Figure 50: Describing sports clothing and footwear for leisure use, by outlets used to buy sports clothing and footwear in the past 12 months, July 2006
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- Figure 51: Describing sports clothing and footwear for leisure use, July 2006
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- Figure 52: Describing sports clothing and footwear for leisure use, by gender, age and socio-economic group, July 2006
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- Figure 53: Describing sports clothing and footwear for leisure use, by outlets used for buying sports clothing and footwear in the past 12 months, July 2006
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- Figure 54: Describing sports clothing and footwear for leisure use, July 2006
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- Figure 55: Describing sports clothing and footwear for leisure use, by gender, age and socio-economic group, July 2006
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- Figure 56: Describing sports clothing and footwear for leisure use, by outlets used for buying sports clothing and footwear in the past 12 months, July 2006
Attitudes Towards Sports Clothing and Footwear – Detailed Consumer Demographics
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- Figure 57: Attitudes towards sports clothing and footwear and sports shops, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 58: Attitudes towards sports clothing and footwear and sports shops, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 59: Describing sports clothing and footwear for leisure use, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 60: Describing sports clothing and footwear for leisure use, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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- Figure 61: Describing sports clothing and footwear for leisure use, by lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, media and technology usage and source of regular grocery shopping, July 2006
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Retail Competitor Analysis
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- Leading specialists
- Smaller specialists
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- Figure 62: Leading specialist sports fashion retailers, 2006
- Evaluation of leading players
Leading Sports Specialists
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- JJB Sports
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- Figure 63: JJB Sports, financial performance, 2002-06
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- Figure 64: JJB Sports, store numbers and retail space, 2002-06
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- Figure 65: JJB Sports, breakdown of sales by product category, 2005 and 2006
- John David Group
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- Figure 66: John David Group, financial performance, 2002-06
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- Figure 67: John David Group, store numbers and retail space, 2002-06
- Sports World
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- Figure 68: Sports World International, financial performance, 2001-05
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- Figure 69: Sports World International, store numbers and retail space, 2002-06
- Blacks Leisure
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- Figure 70: Blacks Leisure Group, financial performance, 2002-06
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- Figure 71: Blacks Leisure Group, store numbers and retail space, 2002-05
- Intersport UK
- Other outdoor and niche specialists
- Cotswold Outdoor
- Ellis Brigham Mountain Sports
- Field & Trek
- Nevisport
- Snow + Rock
- sweatyBetty
- Sweatshop
Non-Specialists
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- Clothing retailers
- M&S
- Arcadia
- Next
- Value retailers
- Matalan
- Primark
- Footwear chains
- Foot Locker
- Office
- Qube
- Schuh
- Department stores
- Debenhams
- John Lewis
- Mail order
- Littlewoods Shop Direct/sport-e.com
- Internet specialists
- Supermarkets
Retail Advertising and Promotion
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- Advertising by sports specialists
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- Figure 72: Main media advertising expenditure by major sportswear retailers, 2001-05
- Spending by media
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- Figure 73: Main media advertising expenditure by major sportswear retailers, by media, 2005
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