Table of Contents
Issues in the Market
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- Main themes
- The aim of this report
- Market definition
- Abbreviations
Future Opportunities
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- Horizontal communities (Trend from Inspire)
- Agelessness (Trend from Inspire)
- Keeping hold of the ABC1s
- Active younger adults – a long-term bet
Market in Brief
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- Sportswear: Run out of fashion?
- Consumers cut back and make do with old sportswear
- Fewer sports fans...
- …but more taking part in sport
- Three-way split among consumers
- Who are the winners and losers?
- JD Sports Fashion continues success
- Blacks Leisure under financial pressure as well
- Sports Direct International benefits from discount boom
- Niche chains and internet outperform
- What does the future hold for the sports fashion market?
Internal Market Environment
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- Key points
- Football interest in decline but still most popular
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- Figure 1: Interest in named sports, top 15, 2004, 2006 and 2008
- Sports fashion trends
- Recession bites…
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- Figure 2: Trends in expenditure on sports clothing, 2006-08
- …but sports shoes suffer less
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- Figure 3: Trends in sports shoes buying, 2004-08
- Exercise is increasingly popular
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- Figure 4: People who do some form of exercise/sport at least once a week, 2004-08
- How persuasive are ads?
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- Figure 5: Trends in shopping statements, 2004-08
- Internet shopping now a major part of consumers' lifestyles
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- Figure 6: Trends in shopping statements, 2004-08
Broader Market Environment
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- Key points
- More ABs will help sports sales
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- Figure 7: Adult population trends, by socio-economic group, 2004, 2009 and 2014
- Age group challenges for the sportswear market
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- Figure 8: Structure of the UK population, by age, 2004, 2009 and 2014
- Figure 9: Trends in the age structure of the UK population, by gender, 2004, 2009 and 2014
- Recession affects spending
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- Figure 10: Trends in personal disposable income and consumer expenditure, 2004-14
- Internet penetration and broadband use: Two thirds now have access
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- Figure 11: Broadband internet penetration at home, 2003-09
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- Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2003-09
Market in Context
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- Key points
- Total fashion market growth slows
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- Figure 13: Total spend on clothing and footwear and total sports fashion, at current prices, 2004-09
- Sports clothing loses share
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- Figure 14: Total spend on clothing compared with sports clothing, at current prices, 2004-09
- Sports footwear fares better than clothing
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- Figure 15: Sports footwear compared with overall footwear spending, 2004-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Lifestyle
- Yoga-inspired fashion
- Cyclodelic at Topshop
- Fishing fashion
- When religion meets sportswear
- Multipurpose sports fashion
- Customisation
- Create your own sportswear
- Premium ranges
- The celebrity factor
- Designer clothing
- Brand collaboration
- Sony and Billabong team up
- Expansion into casualwear
- Music and sports shoes
- Online
- A suggestions page could help drive sales
- Renting clothes
Market Size and Forecast
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- Key points
- Sports fashion market set for contraction in 2009 and 2010
- Longer-run prospects brighter
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- Figure 16: Total sports clothing and footwear market, at current and constant 2009 prices, 2004-14
Retail Competitor Analysis
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- Key points
- Overview of the market
- Sports Direct International takes advantage of the recession
- JD Sports Fashion makes most of fashion segment
- JJB Sports drops into third place
- Blacks Leisure shows signs of revival
- Niche and discount retail benefit from growing sports participation
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- Figure 17: Leading specialist sports clothing and footwear retailers, 2009
- Figure 18: Smaller specialist and online sports retailers, 2009
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- Figure 19: Selected non-specialist sports retailers, 2009
Companies and Products
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- Leading sports specialists
- Blacks Leisure Group
- JD Sports Fashion
- JJB Sports
- Sports Direct
Brand Elements
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- Key points
- Brand map
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- Figure 20: Attitudes towards and usage of sports fashion brands, March 2009
- Brand qualities of sports fashion brands
- Nike and Quiksilver trendiest
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- Figure 21: Personalities of various sports fashion brands, March 2009
- Experience of sports fashion brands
- Nike most commonly used
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- Figure 22: Consumer usage of various sports fashion brands, March 2009
- Brand intentions for sports fashion brands
- Adidas, Quiksilver and Nike well considered
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- Figure 23: Consideration of various sports fashion brands, March 2009
- Brand satisfaction for sports fashion brands
- Nike and Adidas similarly satisfy
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- Figure 24: Satisfaction with various sports fashion brands, March 2009
- Brand commitment to sports fashion brands
- Nike and Quiksilver most worth paying more
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- Figure 25: Commitment to various sports fashion brands, March 2009
- Adidas
- What the consumer thinks
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- Figure 26: Attitudes towards the Adidas brand, March 2009
- Fila
- What the consumer thinks
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- Figure 27: Attitudes towards the Fila brand, March 2009
- The North Face
- What the consumer thinks
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- Figure 28: Attitudes towards the The North Face brand, March 2009
- Nike
- What the consumer thinks
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- Figure 29: Attitudes towards the Nike brand, March 2009
Brand Communication and Promotion
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- Key points
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- Figure 30: Main monitored media advertising spend on sports clothing, 2005-08
- Press leads media split despite cuts
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- Figure 31: Advertising spend, by media, 2006-08
- adidas beefs up adspend
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- Figure 32: Main monitored media advertising spend on sports clothing, by top advertisers, 2006-08
- Recent major campaigns
Channels to Market
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- Key points
- Sports specialists still dominant
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- Figure 33: Estimated retail distribution, sports clothing and footwear, 2009
What Sports Clothing They Buy
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- Key points
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- Figure 34: Sports clothing bought in the last 12 months, May 2009
- Most consumers buy sports shoes
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- Figure 35: Trends in expenditure on trainers, 2006-08
- Jogging bottoms – for comfort and style but not for the sporty
- Sports T-shirts – favoured by young men
- Shorts – male and upmarket
- Hooded tops – downmarket youth fashion?
- Football replica shirts are male and downmarket
- Track tops: Northern and female
- Sports jackets, rugby shirts and sweatshirts all male garments
Attitudes Towards Buying Sports Clothing
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- Key points
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- Figure 36: Attitudes towards buying sports clothing, May 2009
- Almost half only replace worn-out items
- Recession takes its toll as C2DEs cut back
- 35-54s see sports clothing as cheap and widely available
- Older consumers go for value
- Internet shopping appeals to men
- Women more concerned about fit
Attitudes Towards Sports Clothing
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- Key points
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- Figure 37: What they think of sports clothing, May 2009
- Sports fashion scores high on comfort
- Men like to mix
- Young have fallen out of love with sports casual look
- The 35-44s prefer sports brands
- Young view sportswear differently
Consumer Typologies
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- Key points
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- Figure 38: Consumer typologies, May 2009
- Sports Active (43%)
- Comfort Zone (30%)
- Mix It Up (27%)
- Further analysis
- What consumers bought by attitudes towards buying sports clothing
- Attitudes towards buying sports clothing by what items bought
- Types of sports fashion bought by attitudes towards sports clothing
- Statements on purchasing sports clothing by attitudes towards sports clothing
- Attitudes towards sports clothing by statements on purchasing sports clothing
Appendix – Internal Market Environment
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- Figure 39: Participation in the top ten sports individually*, 2004-08
- Figure 40: Shopping statements, by ownership of sports clothing/accessories, 2008
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- Figure 41: Sports clothing buying, by demographics, 2008
- Figure 42: Exercise done, by demographics, 2008
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- Figure 43: Most popular individual sports activities taken part in regularly, by demographics, 2008
- Figure 44: Next most popular individual sports activities taken part in regularly, by demographics, 2008
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- Figure 45: Trends in sports clubs belong to/visit regularly, 2004-08
- Figure 46: Shopping statements, by demographics, 2008
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- Figure 47: Trends in individual sports/team sports/outdoor activities taken part in regularly, 2004-08
- Figure 48: Trends in weekday hobbies and sport, 2004-08
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Appendix – Broader Market Environment
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- Figure 49: UK broadband penetration, by demographics, April 2009
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Appendix – Brand Communication and Promotion
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- Figure 50: Adspend, by sports category, 2006-08
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Appendix – What Sports Clothing They Buy
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- Figure 51: Most popular types of sports clothing bought in the last 12 months, by demographics, May 2009
- Figure 52: Next most popular types of sports clothing bought in the last 12 months, by demographics, May 2009
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Appendix –Attitudes Towards Buying sports Clothing
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- Figure 53: Most popular statements on purchasing sports clothing, by demographics, May 2009
- Figure 54: Next most popular statements on purchasing sports clothing, by demographics, May 2009
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Appendix – Attitudes Towards Sports Clothing
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- Figure 55: Attitudes towards sports clothing, by demographics, May 2009
- Figure 56: Most popular types of sports clothing, by statements on purchasing sports clothing, May 2009
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- Figure 57: Most popular types of sports clothing, by statements on purchasing sports clothing, May 2009
- Figure 58: Most popular statements on purchasing sports clothing, by types of sports clothing bought in the last 12 months, May 2009
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- Figure 59: Most popular statements on purchasing sports clothing, by types of sports clothing bought, May 2009
- Figure 60: Types of sports clothing bought in the last 12 months, by attitudes towards sports clothing, May 2009
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- Figure 61: Most popular attitudes towards sports clothing, by types of sports clothing bought in the last 12 months, May 2009
- Figure 62: Next most popular attitudes towards sports clothing, by types of sports clothing bought in the last 12 months, May 2009
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- Figure 63: Statements on purchasing sports clothing, by attitudes towards sports clothing, May 2009
- Figure 64: Most popular attitudes towards sports clothing, by statements on purchasing sports clothing, May 2009
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- Figure 65: Next most popular attitudes towards sports clothing, by statements on purchasing sports clothing, May 2009
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Appendix – Consumer Typologies
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- Figure 66: Statements on purchasing sports clothing and attitudes towards sports clothing, by target groups, May 2009
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- Figure 67: Target groups, by demographics, May 2009
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- Figure 68: Types of sports clothing bought in the last 12 months, by target groups, May 2009
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