Consumers spent £3.4 billion on sports goods in 1998, with a third of all garments and footwear bought by consumers who take no active part in sport. Over the last ten years, sports retailing has been revolutionised by fashion, and the demand for branded clothing and footwear. Sports Goods Retailing looks at the developments over the last two years.

"It's a case of fine-tuning existing formats. It doesn't do business any harm to 'put its foot on the ball and take a look around and make sure we've got a consistent message."

Quote from this report

Should sports companies stay within the performance market or broaden their marketing into fashion and leisurewear? With active sports participation no longer a major factor, this report looks at the way fashion plays its part in the active market. This report looks at the relationship that now exists between participant sports, media-fuelled sports, fashion, and even the changing leisure lifestyle of the UK consumer. Sports Goods Retailing covers all major products sold through sports retailing outlets, including keep fit gear and indoor games, excluding specialist markets such as cycling, fishing and boating.

With the sports multiples' sales propelled by the buoyant leisurewear sector, Sports Goods Retailing looks at the wider market away from the sports participant, investigating how broad this spectrum has become since the 1980s. The report examines temporary product booms, replica kits, looking at youth bias of sports goods, the new technology employed in products and the role of the retailer as well as media influences and personality. This is coupled with trade research consisting of in-depth interviews with a sample of senior executives among the retail industry.

"The trend to wearing the 'big brands' has shifted downwards in age from young adults to teenagers and even primary school children. While this has impacted on sports goods, it also has a deeper significance."

Extract from this report

With the future heading towards a possible over-shopped sector and consumers spending more on fitness and gym membership, this report answers some essential questions:

· How important is staff knowledge to the consumer?

· Are high prices a concern?

· Is branding a matter of quality or status?

Based on exclusive research of nearly 1,000 adults, this report examines consumers' attitudes to and penetration levels for buying sports goods, looking at where sports goods are purchased and how sports clothing and footwear is being used, highlighting the key lines which retailers need to focus on. Sports Goods Retailing examines the key groups for targeting, looking particularly at growth areas such as women's sportswear.