Table of Contents
Executive Summary
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- Sports participation remains flat
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- Figure 1: Number of adults aged 16+ taking part in sport at least once a week, 2008-14
- Rise in running, cycling and gym classes
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- Figure 2: Number of adults aged 16+ taking part at least once a week, by sport, 2013 and 2014
- Over half buy sportswear as leisurewear
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- Figure 3: Reason for purchasing sports clothing and footwear in the last 12 months, March 2015
- Majority buy sportswear from specialists
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- Figure 4: Retailers from which consumers bought sportswear in-store or online in the last 12 months, March 2015
- Trainers more likely to be used for non-sports
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- Figure 5: Styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
- Men are drawn to well-known sports brands
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- Figure 6: Most important factors when purchasing sports clothing and footwear, March 2015
- Female 35-54s most willing to try new sports brands
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- Figure 7: Attitudes towards sports clothing and footwear purchased in the last 12 months, March 2015
Issues and Insights
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- What is driving growth in the sportswear market?
- The facts
- The implications
- How is growing female interest in sportswear changing the market?
- The facts
- The implications
- What are the opportunities for growth in the market?
- The facts
- The implications
The Market – What You Need to Know
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- Sports participation remains flat
- Decrease in women playing sport
- More younger people play sport
- Rise in running, cycling and gym classes
- Threat from declining youth population
- Consumers remain cautious about spending
- Opportunities from rising smartphone ownership
Market Drivers
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- Sports participation remains flat
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- Figure 8: Number of adults aged 16+ taking part in sport at least once a week, 2008-14
- Participation in running, cycling and gym classes rises
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- Figure 9: Number of adults aged 16+ taking part at least once a week, by sport, 2013 and 2014
- Declining youth population
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- Figure 10: Trends in the age structure of the UK population, 2009-19
- Consumers cut back on spending
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- Figure 11: How respondents would describe their financial situation, by gender, March 2015
- People cut back on clothes purchases
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- Figure 12: Activities done in the last three months, March 2014 and March 2015
- Opportunities from rising smartphone ownership
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- Figure 13: Personal ownership of consumer technology products, by gender, November 2014
Key Players – What You Need to Know
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- Brands move into wearable sports technology
- Targeting female fitness market
- In-store classes
- Fashion retailers expanding into sportswear
- Sportswear retailers increase adspend
Innovations
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- Wearable technology
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- Figure 14: OMsignal’s Biometric Smartwear, 2015
- Targeting the female fitness market
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- Figure 15: Nike’s first UK women’s standalone on King’s Road, London
- Personal service
- Performance running shoes
- Fashion retailers expanding into sportswear
- Sporting partnerships
Brand Communication and Promotion
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- £20.6 million spent advertising sportswear
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- Figure 16: Main media advertising expenditure on sports clothing and shoes, 2011-14
- Nike dominates the advertisers
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- Figure 17: Main media advertising expenditure on sports clothing and shoes, by advertiser, 2011-14
- Sportswear brands prioritise television advertising
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- Figure 18: Main media advertising expenditure on sports clothing and shoes, by media type, 2014
Space Allocation Summary
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- Space allocation overview
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- Figure 19: Sports shops space allocation, May 2015
The Consumer – What You Need to Know
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- Over half buy sportswear as leisurewear
- Women drive purchases despite playing less sport than men
- Under-35s most active sports buyers
- Majority buy sportswear from specialists
- Clothing retailers draw young women with sports ranges
- Trainers more likely to be used for non-sports
- Joggers and hoodies seen as key fashion items
- Men are drawn to well-known sports brands
- Women want comfortable sportswear that looks good
- Female 35-54s most willing to try new sports brands
- Interest in wearable technology
Reason for Purchasing Sports Clothing and Footwear
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- Over half buy sportswear as leisurewear
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- Figure 20: Reason for purchasing sports clothing and footwear in the last 12 months, March 2015
- Women as likely as men to buy sports clothing to play sport
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- Figure 21: Reason for purchasing sports clothing and footwear in the last 12 months, by gender, March 2015
- Under-35s most active sports buyers
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- Figure 22: Reason for purchasing sports clothing and footwear in the last 12 months, by age, March 2015
- Clear socio-economic divide
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- Figure 23: Reason for purchasing sports clothing and footwear in the last 12 months, by socio-economic group, March 2015
Where People Buy Sportswear
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- Majority buy sportswear from specialists
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- Figure 24: Retailers from which consumers bought sportswear in-store or online in the last 12 months, March 2015
- Women and young favour buying in-store over online
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- Figure 25: People who have purchased sports clothing and/or footwear online in the last 12 months, by age, March 2015
- Fashion retailers draw young women with sports ranges
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- Figure 26: People who have purchased sports clothing and/or footwear from a clothing retailer in the last 12 months, by gender and age, March 2015
Styles of Sports Clothing and Footwear Purchased
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- Most sports clothing favoured by young
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- Figure 27: Styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
- Trainers more likely to be used for non-sports
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- Figure 28: Consumers who have purchased trainers, by age, March 2015
- Joggers and hoodies seen as key fashion items
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- Figure 29: Consumers who have purchased joggers, sweatshirt, hoodies, tracksuit, shorts and leggings, by age, March 2015
- Young are the biggest sports buyers
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- Figure 30: Repertoire of styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
Most Important Factors when Purchasing Sports Clothing and Footwear
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- Men are drawn to well-known sports brands
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- Figure 31: Most important factors when purchasing sports clothing and footwear, March 2015
- Women want comfortable sportswear that looks good
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- Figure 32: Most important factors when purchasing sports clothing and footwear, by gender, March 2015
- Figure 33: Most important factors when purchasing sports clothing and footwear, by age, March 2015
Attitudes towards Sports Clothing and Footwear
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- Female 35-54s most willing to try new sports brands
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- Figure 34: Attitudes towards sports clothing and footwear purchased in the last 12 months, March 2015
- Interest in innovative fabrics and wearable technology
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- Figure 35: Attitudes towards sports clothing and footwear purchased in the last 12 months, by gender, March 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Abbreviations
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