Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best and worst case forecast value sales of sports clothing, 2006-16
- Strong recovery for sports clothing in 2010, but pace slows
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- Figure 2: Best and worst case forecast value sales of sports footwear, 2006-16
- Sports footwear forecast to grow by 18% up to 2016
- Market factors
- The Olympic opportunity
- Stagnating rates of play
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- Figure 3: Trends in attitudes towards health and fitness, 2006-10
- Ageing population poses a threat
- Socio-economic shifts benefit market
- Companies, brands and innovation
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- Figure 4: Outlets from which sports clothing and footwear have been purchased in the last 12 months, by estimated number of shoppers, June 2011
- Sports Direct dominates
- Growing influence of the internet
- Non-specialists encroach upon the market
- Independents fighting a losing battle?
- The consumer
- Over a third not engaged in sport
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- Figure 5: Sports and physical activities participated in, by gender and socio-economic group, June 2011
- Fashion over function
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- Figure 6: Sports clothing and footwear purchased in the last 12 months, by reason for purchase, June 2011
- Popularity of trainers prevails
- Gender influences choice
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- Figure 7: Sports clothing and footwear purchased in the last 12 months, by gender, June 2011
- Socio-economic divide
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- Figure 8: Sports clothing and footwear purchased in the last 12 months, by socio-economic group, June 2011
- Purchasing linked to high internet usage
- Sports brands overpriced
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- Figure 9: Attitudes towards buying sports clothing and footwear, June 2011
- Replacement is the primary reason for purchase
- Too focused on fashion
- Under-35s driving spectator sport related sales
- What we think
Issues in the Market
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- How much of an impact will the London 2012 Olympics have?
- How will stalling participation rates affect the sports clothing and footwear market?
- Can sports retailers actively encourage participation?
- How has the online market impacted upon in-store shopping?
- Can retailers please everyone from the keen players to the fashion buyers?
- How can consumers be encouraged to buy more regularly?
- What does the future hold for independents?
Future Opportunities
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- Trend: Experience is All
- Trend: Extend my brand
Internal Market Environment
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- Key points
- Marginal growth in sportswear sales
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- Figure 10: Trends in buying sports shoes and sports clothing, 2007-10
- Purchasing of sports shoes hits a high
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- Figure 11: Trends in buying sports shoes and sports clothing, by gender and age, 2007-10
- Diminishing public interest in sport
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- Figure 12: Trends in interest in named sports, top 15, 2006-10
- Stalling rate of participation
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- Figure 13: People who do some form of exercise/sport at least once a week, by gender, age and social grade, 2010
- Decline in healthy lifestyles
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- Figure 14: Trends in attitudes towards health and fitness, 2006-10
- Solo sports are most popular
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- Figure 15: Trends in sports/activities played or taken part in regularly by at least 5% of adults, 2006-10
- Upward trend in club membership has plateaued
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- Figure 16: Trends in sports club membership, 2006-10
- Olympic opportunity
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- Figure 17: Agreement with the lifestyle statement ‘the London 2012 Olympics will have a positive effect on ordinary people’s lives, by gender, 2009-10
- Public spending cuts hit sport facilities and schemes
- How persuasive is advertising?
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- Figure 18: Trends in attitudes towards advertising and shopping on the internet, 2006-10
- A third of consumers shop online for convenience
Broader Market Environment
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- Key points
- ABs and C2s to benefit sports market
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- Figure 19: Forecast adult population trends, by socio-economic group, 2006-16
- 25-34s to boost market but over-65s present a challenge
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- Figure 20: Trends in the age structure of the UK population, 2006-16
- Youth employment rate hits record low
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- Figure 21: Labour market status, by age group, April-June 2011
- Tough trading conditions but light at the end of the tunnel
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- Figure 22: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Eurozone economic recovery grinds to a halt
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- Figure 23: Trends in GDP quarterly percentage change, Q1 2004-Q2 2011
- Consumer confidence falls in midst of economic gloom
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- Figure 24: Trend in consumer confidence, January 2008 to July 2011
- The end of price deflation?
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- Figure 25: Deflation in clothing and footwear, January 2006 to June 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Online and mobile innovations
- Pop-up opportunities
- Golden opportunity
- In-store innovation
- Sport and fashion collaborations
- Fabric developments enhance performance
- Customisation spurs individuality
- Inspirational virtual footwear wall
Competitive Context
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- Key points
- Strong growth in spending on sports participation
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- Figure 26: Consumer expenditure on selected leisure goods and activities, 2006-11
- Sportswear outperforms clothing market
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- Figure 27: Retail sales, sports clothing, compared with the total clothing market, at current prices, 2006-11
- Sports footwear outperforms market in 2011
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- Figure 28: Retail sales, sport footwear, compared with all footwear, at current prices, 2006-11
Market Size and Forecast
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- Key points
- Impressive growth of the sports clothing market
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- Figure 29: Value sales of sports clothing, at current and constant prices, 2006-16
- Sports footwear shows robust growth
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- Figure 30: Value sales of sports footwear, at current and constant prices, 2006-16
- The future
- Sports clothing forecast to grow by 23%
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- Figure 31: Best and worst case forecast value sales of sports clothing, 2006-16
- Footwear market to increase by 18%
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- Figure 32: Best and worst case forecast value sales of sports footwear, 2006-16
- Factors used in the forecast
Retail Competitor Analysis
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- Key points
- Top four players have the majority of retail outlets
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- Figure 33: Sports goods retail outlets, by company, 2011
- Retail success for Sports Direct leads to record windfall for staff
- Closures imminent for JJB Sports
- JD Sports on the acquisition trail
- Blacks looks to turnaround its fortunes
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- Figure 34: Leading specialist sports clothing and footwear retailers key data, 2011
- Figure 35: Smaller specialist and online sports retailers key data, 2011
Companies and Products
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- Sports Direct
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- Figure 36: Key financial data for Sports Direct, 2009-10
- Blacks Leisure
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- Figure 37: Key financials for Blacks Leisure Group plc, 2010-11
- JD Sports
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- Figure 38: key financial data for JD Sports, 2010-11
- JJB Sports
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- Figure 39: Key financial data for JJB Sports, 2010-11
- Intersport
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- Figure 40: Key financial data for Intersport, 2009-10
- Decathlon
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- Figure 41: Key financials for Decathlon UK Limited, 2008-09
Brand Research
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- Key points
- Brand map
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- Figure 42: Attitudes towards and usage of sports clothing and footwear brands, June 2011
- Brand attitudes
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- Figure 43: Attitudes, by sports clothing and footwear brand, June 2011
- Brand personality
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- Figure 44: Sports clothing and footwear brand personality – macro image, June 2011
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- Figure 45: Sports clothing and footwear brand personality – micro image, June 2011
- Correspondence analysis
- Brand experience
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- Figure 46: Sports clothing and footwear brand usage, June 2011
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- Figure 47: Satisfaction with various sports clothing and footwear brands, June 2011
- Figure 48: Consideration of sports clothing and footwear brands, June 2011
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- Figure 49: Consumer perceptions of current sports clothing and footwear brand performance, June 2011
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- Figure 50: sports clothing and footwear brand recommendation – Net Promoter Score, June 2011
- Brand index
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- Figure 51: Sports clothing and footwear brand index, June 2011
- Figure 52: Sports clothing and footwear brand index vs. recommendation, June 2011
- Target group analysis
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- Figure 53: Target groups, June 2011
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- Figure 54: Sports clothing and footwear brand usage, by target groups, June 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Retail Advertising and Promotion
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- Key points
- Resurgence in adspend in 2010
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- Figure 55: Main media advertising expenditure on sports/outdoor clothing and footwear, 2006-10
- TV advertising dominates
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- Figure 56: Main media advertising expenditure on sports/outdoor clothing and footwear, by media type, 2006-10
- Adidas powers ahead
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- Figure 57: Main monitored media advertising spend on sports/outdoor clothing and footwear, by top 15 advertisers, 2006-10
- Sports Direct top in adspend
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- Figure 58: Leading sports goods retailers’ advertising spend, by retailer, 2010
- Sports Direct number one retail website
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- Figure 59: Leading sports retail websites, by total unique visitors, March-April 2011
The Consumer – What Sports or Physical Activities are Participated In?
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- Key points
- Swimming most popular activity
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- Figure 60: Sports and physical activities participated in, June 2011
- Females less active
- Football most popular for men
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- Figure 61: Sports and physical activities participated in, by gender, June 2011
- Age is the dominant factor
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- Figure 62: Most popular sports and physical activities participated in, by age, June 2011
- Under-25s favour running
- ABs most sporty
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- Figure 63: Sports and physical activities participated in, by social grade, June 2011
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- Figure 64: Non-participants in sport, by gender, age and social grade, June 2011
The Consumer – What Sports Clothing They Buy
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- Key points
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- Figure 65: Clothing and footwear purchased in the last 12 months, June 2011
- Fashion overrides function
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- Figure 66: Clothing and footwear purchased in the last 12 months, for sports vs. casual wear, June 2011
- Popularity of trainers climbs
- Women prefer joggers
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- Figure 67: Clothing and footwear purchased in the last 12 months, by gender, June 2011
- Sports T-shirts favoured by men
- Young, upmarket men buy shorts
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- Figure 68: Clothing and footwear purchased in the last 12 months, by social grade, June 2011
- Hoodies – leisurewear for the under-25s
- Replica football shirts
- Specific sportswear is upmarket
- High internet usage linked to sportswear purchases
- Sportswear has become more popular
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- Figure 69: Clothing and footwear purchased in the last 12 months, 2009 and 2011
The Consumer – Where do They Shop for Sports Clothing and Footwear?
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- Key points
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- Figure 70: Outlets where clothing and footwear have been purchased in the last 12 months, by estimated number of shoppers, June 2011
- Sports Direct is the champion
- JJB Sports has more widespread appeal
- JD Sports for fashion
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- Figure 71: Sports clothing and footwear purchased in the last 12 months at Sports Direct, JJB Sports and JD Sports, by gender and age, June 2011
- Internet
- Supermarkets favoured by the older generation
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- Figure 72: Outlets where sports clothing and footwear have been purchased in the last 12 months, by gender, June 2011
- Value retailers popular for under-25s
- Next beats fashion retailers
- Outdoor specialists for the older generation
- Footwear shops
- Marks & Spencer and mail order for over-65s
- Is the future bleak for independents?
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- Figure 73: Outlets where sports clothing and footwear have been purchased in the last 12 months, by social grade, June 2011
The Consumer – Attitudes Towards Buying Sports Clothing and Footwear
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- Key points
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- Figure 74: Attitudes towards buying sports clothing and footwear, June 2011
- Sports brands overpriced
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- Figure 75: Agreement that a lot of sports brands are too expensive, by age, June 2011
- Replacement is the major driver of sales
- Half are bargain hunters
- Too focused on fashion?
- Brands only popular among under-25s
- Mix and matching for 45-54 males
- Sports shops don’t only cater for younger generation
- Under-35s want fashionable trainers
- Participation boosts sales for under-25s
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- Figure 76: Agreement with buying more sports clothing since increasing the amount of sport/exercise undertaken, by age, June 2011
Target Groups
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- Key points
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- Figure 77: Marketing targets for sports clothing and footwear, June 2011
- Sports Active (46%)
- Sports Spenders (21%)
- Comfort Zone (33%)
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- Figure 78: Attitudes towards buying sports clothing and footwear, by target group, June 2011
Appendix – Internal Market Environment
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- Figure 79: Sports clothing and sports shoes bought in the last 12 months, by demographics, 2010
- Figure 80: Trends in sports/activities played or taken part in regularly, 2006-10
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- Figure 81: Individual sports/activities played or taken part in regularly, by demographics, 2010
- Figure 82: Individual sports/activities played or taken part in regularly, by demographics, 2010
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- Figure 83: Individual sports/activities played or taken part in regularly, by demographics, 2010
- Figure 84: Individual sports/activities played or taken part in regularly, by demographics, 2010
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- Figure 85: Individual sports/activities played or taken part in regularly, by demographics, 2010
- Figure 86: Team sports played or taken part in regularly, by demographics, 2010
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- Figure 87: Sports club belong to, by demographics, 2010
- Figure 88: Agreement with the selected lifestyle statements, by demographics, 2010
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Appendix – Brand Research
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- Figure 89: Sports clothing and footwear brands, June 2011
- Figure 90: Brand commitment, June 2011
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- Figure 91: Brand momentum, June 2011
- Figure 92: Brand diversity, June 2011
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- Figure 93: Brand satisfaction, June 2011
- Figure 94: Brand recommendation, June 2011
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- Figure 95: Brand attitude, June 2011
- Figure 96: Brand image – Macro image, June 2011
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- Figure 97: Brand image – micro image, June 2011
- Figure 98: Profile of target, by demographics, June 2011
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- Figure 99: Psychographic segmentation, by target group, June 2011
- Figure 100: Brand usage, by target group, June 2011
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Appendix – The Consumer – What Sports or Physical Activities are Participated in?
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- Figure 101: Most popular sports and physical activities participated in, by demographics, June 2011
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- Figure 102: Next most popular sports and physical activities participated in, by demographics, June 2011
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Appendix – The Consumer – What Sports Clothing They Buy
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- Figure 103: Most popular sports or casualwear purchased in the last 12 months, by demographics, June 2011
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- Figure 104: Next most popular sports or casualwear purchased in the last 12 months, by demographics, June 2011
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- Figure 105: Other sports or casualwear purchased in the last 12 months, by demographics, June 2011
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- Figure 106: Most popular to be worn for sport purchased in the last 12 months, by demographics, June 2011
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- Figure 107: Next most popular to be worn for sport purchased in the last 12 months, by demographics, June 2011
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- Figure 108: Other to be worn for sport purchased in the last 12 months, by demographics, June 2011
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- Figure 109: Most popular to be worn as casualwear or for fashion purposes purchased in the last 12 months, by demographics, June 2011
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- Figure 110: Next most popular to be worn as casualwear or for fashion purposes purchased in the last 12 months, by demographics, June 2011
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- Figure 111: Other to be worn as casualwear or for fashion purposes purchased in the last 12 months, by demographics, June 2011
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Appendix – The Consumers – Where do they Shop for Sports Clothing and Footwear?
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- Figure 112: Most popular clothing and footwear purchased in the last 12 months, by demographics, June 2011
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- Figure 113: Next most popular clothing and footwear purchased in the last 12 months, by demographics, June 2011
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- Figure 114: Other clothing and footwear purchased in the last 12 months, by demographics, June 2011
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Appendix – The Consumer – Attitudes Towards Buying Sports Clothing and Footwear
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- Figure 115: Agreement with the statements ‘I only buy to replace worn items’ and ‘I buy sportswear to wear with my regular clothes’, by demographics, June 2011
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- Figure 116: Agreement with the statements ‘I think a lot of sports brands (eg Nike, Adidas) are too expensive’ and ‘I am more likely to buy sportswear when a big sporting event is on (eg World Cup, Olympics)’, by demographics, June 2011
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- Figure 117: Agreement with the statements ‘I have bought more sports clothing since increasing the amount of sport/exercise I do’ and ‘I tend to buy fashionable trainers rather than performance trainers’, by demographics, June 2011
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- Figure 118: Agreement with the statements ‘Retailer branded sportswear is just as good as sports-branded’ and ‘Most sports shops are too focused on fashion these days’, by demographics, June 2011
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- Figure 119: Agreement with the statements ‘I don’t think it is worth spending a lot on sportswear’ and ‘I prefer to buy bargain sportswear during sales or on auction sites’, by demographics, June 2011
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- Figure 120: Agreement with the statements ‘I prefer to buy branded sportswear’ and ‘Sports shops only cater for young people’, by demographics, June 2011
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Appendix – Target Groups
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- Figure 121: Sports and physical activities participated in, by target groups, June 2011
- Figure 122: Clothing and footwear purchased in the last 12 months, by target groups, June 2011
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- Figure 123: Outlets from which clothing and footwear have been purchased in the last 12 months, by target groups, June 2011
- Figure 124: Attitudes towards buying sports clothing and footwear, by target groups, June 2011
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