UK Sports and Outdoor Fashion Market Report 2020
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Report Summary
Providing the most comprehensive and up-to-date information and analysis of the UK Sports Fashion market, including the behaviours, preferences and habits of the consumer.
The COVID-19 pandemic saw a sudden drop in sales across the entire fashion industry, thanks to the closure of physical retail spaces and financial uncertainty. However, while fashion overall saw a continued drop in demand, sports fashion faired rather better.
With 32% of consumers buying sports fashion to wear at home rather than while doing sport or exercise, the increased demand for comfortable clothes caused the sports fashion sector fall by just 7%. The steady recovery in the second half of 2020 and early 2021 is predicted to see a growth of 4%, although the January 2021 lockdown will slow the market recovery somewhat.
The financial uncertainty coming out of the pandemic will be the biggest threat to the sports fashion industry, with consumers being cautious with spend money on non-essential items going forward. However, the move away from more expensive branded items is expected to be short lived thanks to the unwillingness to move away from known brands.
With people unable to leave their homes in the first lockdown, there has been a large increase in at-home workouts, click and collect options and online content. These innovation opportunities will remain post-pandemic, with the increased online presence of shopping opportunities.
Read on to discover more details or take a look at all of our UK Clothing Footwear and Accessories market research.
Alternatively, discover who has climbed and fallen across the retail industry this year in our UK Retail Rankings market report.
Quickly understand
- How consumers’ behaviours and attitudes have changed since COVID-19.
- The impact Brexit will have on the sports fashion market.
- Consumer habits towards sports fashion.
- Interest in innovations within the sports fashion sector.
Covered in this report
Types of Sports: Walking (leisure and travel), running, fitness class, cycling (leisure, sport and travel), swimming, adventure sports, team sports, racket sports.
Brands: Nike, Adidas, Gymshark, Reebok, Asics, Fila, Ellesse, Sweaty Betty, Lululemon, Foot Locker, Pioneer, Peloton, Apple, Mirror, JD Sports, Sports Direct, North Face, New Balance, Canada Goose, M&S, Mango Active, Cos, Topshop, Kenzo, Lego, Gucci, Liberty.
Expert analysis from a specialist in the field
Written by Chana Baram, a leading analyst in the Retail Analyst sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In the immediate aftermath of the COVID-19 outbreak in the UK, many big-name brands reported large declines in sales as stores globally were forced to close and people curbed their spending due to financial uncertainty. However, with demand for comfortable athleisure items growing and more people buying clothing suitable for walks and outdoor activities, we estimate the category to fare better than the rest of the fashion sector, particularly as many sports retailers and brands adapted quickly to the changing circumstances by offering more click-and-collect options and upping their ecommerce services.
Chana Baram
Senior Retail Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- COVID-19: Market context
- Impact of the January lockdown and the vaccination rollout
- Economic and other assumptions
- Products covered in this Report
- What you need to know
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Executive Summary
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- Impact of COVID-19 on sports fashion
- Figure 1: Short, medium and long-term impact of COVID-19 on sports fashion, December 2020
- The market
- Initial COVID-19 outbreak causes disruption in sales
- Figure 2: Market size for sports fashion, by value, 2015-25 (prepared on 16 December 2020)
- Although sports participation declined there has been an increase in outdoor exercise
- Figure 3: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, mid-March-mid-May 2019 and 2020
- Footfall across stores declined due to store closures
- Figure 4: Year-on-year footfall change, by location, January 2015-November 2020
- Uncertainty around Brexit could impact the market
- Figure 5: Economic outlook towards Brexit, November 2020
- Companies and brands
- JD Sports overtakes Sports Direct and expands further abroad
- Figure 6: Market share of sports specialists, 2018 and 2019
- Advertising spend set to grow in 2020
- Figure 7: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, 2016-20 (January-September)
- Nike and adidas are the clear favourites for consumers
- Figure 8: Attitudes towards and usage of selected brands, December 2020
- The consumer
- More people across age groups are exercising at home since COVID-19
- Figure 9: Rates of people exercising at home in comparison with the first lockdown, by age, 8-16 December 2020
- More people have bought sports items in the last year
- Figure 10: Sportswear and outdoorwear categories purchased, 2018 and 2020
- More people are now buying online than in-store
- Figure 11: Channel used for buying sports and outdoor fashion, September 2020
- Most people bought sports fashion for wearing in the home
- Figure 12: Reasons for buying sports fashion items, September 2020
- Branded sportswear remains popular
- Figure 13: Factors that would encourage purchasing of sports fashion items, September 2020
- Innovations in online shopping are needed
- Figure 14: Sports fashion shoppers’ interest in innovations in the sector, September 2020
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Issues and Insights
- The move to online for sports fashion…
- …but the in-store experience should not be neglected
- Figure 15: Basketball court in Foot Locker’s new Singapore store, 2020
- Opportunities for sports fashion brands to branch out
- The move to online for sports fashion…
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The Market – Key Takeaways
- Initial COVID-19 outbreak causes disruption in sales
- A year of missed sporting opportunities
- Footfall across stores declined due to store closures
- Worries around the Brexit deal continue
- Initial COVID-19 outbreak causes disruption in sales
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Market Size and Forecast
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- Figure 16: Short, medium and long-term impact of COVID-19 on sports fashion, December 2020
- COVID-19 causes market to decline by 7%
- Initial outbreak caused decline in sales
- Figure 17: Market size for sports fashion, by value, 2015-25 (prepared on 16 December 2020)
- Figure 18: Consumer spending on sports fashion, at current prices, 2015-25
- Sector benefited from casualisation
- Recovery is expected to be swift
- Brexit could lead to increased red tape for fashion businesses
- Market drivers and assumptions
- Forecast methodology
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Market Drivers
- Further lockdowns are unlikely to have a big impact on the sector
- Figure 19: Purchasing of fashion items, June 2019-20
- Missed sporting opportunities
- Figure 20: Spectator sport-related activities done in the absence of live events during the COVID-19 restrictions, August 2020
- More people have been walking for leisure…
- Figure 21: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, 2017-20
- …but participation in other forms of sport has declined
- Figure 22: Active adults taking part in sports or physical activity at least twice over a 28-day period, millions of people, mid-March-mid-May 2019 and 2020
- Footfall across stores declined due to store closures
- Figure 23: Year-on-year footfall change, by location, January 2015-November 2020
- Uncertainty around Brexit likely to lead to further slowdown
- Figure 24: Economic outlook towards Brexit, November 2020
- Wages dive after COVID-19 triggers economic downturn
- Figure 25: Average weekly earnings, by consumer price index, January 2016-October 2020
- Further lockdowns are unlikely to have a big impact on the sector
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Companies and Brands – Key Takeaways
- An agile approach has been essential this year
- JD Sports is now the top sports fashion retailer
- Brands leverage digital channels to stay connected with consumers
- Nike unveils more adverts that push boundaries
- An agile approach has been essential this year
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Market Share
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- JD Sports overtakes Sports Direct and expands further abroad
- Figure 26: Market share of sports specialists, 2018 and 2019
- Gymshark’s success contributes to growth in sports brands
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Launch Activity and Innovation
- Brands innovate to stay connected with consumers
- The North Face invites customers for a virtual summer camp programme
- adidas teams up with Snapchat for shoppable mobile game
- Outdoors and sport brands maximise in-store experiential retailing
- New Balance rewards New York Marathon runners with free pizza
- Figure 27: New balance pizza pop-up, 2020
- Canada Goose gives customers an immersive journey at its new concept store
- Figure 28: Canada Goose The Journey experience store, 2019
- Nike and ASOS invite customers for a wellness experience
- Reebok and ASOS launch music and fashion party
- adidas launched its biggest shoes drop event ‘Creators Club Week’
- Figure 29: adidas UltraBOOST DNA LOOP sneaker revealed at its digital Creators Club Week event, 2020
- Non-specialists step into activewear
- Cos launches women’s activewear range made from sustainable materials
- M&S reveals its first activewear range ‘Goodmove’
- Figure 30: M&S’ Go seam-free leggings and Good Move sports top from the Goodmove collection, 2020
- Topshop launches first activewear range
- Mango launches activewear
- Figure 31: Mango Active range, 2020
- Kenzo launches sportswear-inspired range
- Collaborations and launches
- adidas and Lego build a new sneaker
- The North Face teams up with Gucci and Liberty
- Nike launches first maternity sportswear range
- Figure 32: Nike (M) maternity range, 2020
- Brands innovate to stay connected with consumers
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Advertising and Marketing Activity
- Advertising spend set to grow in 2020
- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, 2016-20 (January-September)
- adidas takes the lead as top ad spender in 2019
- Nike surpasses Converse in 2019
- Figure 34: Nike’s ‘Just Do It-Dream Crazy’ campaign, 2019
- Sports Direct launches first Christmas advert in 2020
- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on sports clothing and footwear, top 15 spenders, 2016-20 (January-September)
- Digital now vital for brands wanting to stay connected with consumers
- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on sports and outdoor fashion, by media type, 2019 and 2020 (January-September)
- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on sportswear, by media type, 2019
- Nielsen Ad Intel coverage
- Advertising spend set to grow in 2020
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Brand Research
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- Brand map
- Figure 38: Attitudes towards and usage of selected brands, December 2020
- Key brand metrics
- Figure 39: Key metrics for selected brands, December 2020
- Brand attitudes: consumers feel that adidas is a brand that gives them confidence
- Figure 40: Attitudes, by brand, December 2020
- Brand personality: Reebok seen as accessible
- Figure 41: Brand personality – macro image, December 2020
- Lululemon perceived as aspirational
- Figure 42: Brand personality – micro image, December 2020
- Brand analysis
- adidas a favourite and most trusted brand
- Nike seen as diverse and a trendsetter
- Reebok needs to do more to stand out
- Gymshark offers value for money
- Changing consumer habits present Asics with new opportunities
- Fila needs to be more diverse to stand out
- Ellesse can increase usage by standing out
- Lululemon perceived as exclusive and fun
- Sweaty Betty puts plans in place to reach more customers as stores close
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The Consumer – Key Takeaways
- Opportunities in at-home exercise options
- The rise in online shopping has made Amazon even more of a threat
- Branded sportswear continues to dominate, particularly among men
- Opportunities in at-home exercise options
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Impact of COVID-19 on Consumer Behaviours
- Worries about the economy have created financial uncertainty…
- Figure 43: Thoughts around the effect COVID-19 will have on the economy, 18-24 June 2020
- …and male shoppers are more likely to want to put money into savings
- Figure 44: Changes in people’s lifestyles due to COVID-19, by gender, 10-19 November 2020
- Fewer people are buying fashion items
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- Figure 45: Consumer spending expectations due to COVID-19, 8-16 December 2020
- People have become accustomed to shopping online
- Figure 46: People shopping more online since COVID-19, 16 April-16 December 2020
- More people across age groups are exercising at home
- Figure 47: Rates of people exercising at home in comparison with the first lockdown, by age, 8-16 December 2020
- Worries about the economy have created financial uncertainty…
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Items Bought
- More people have bought sports items in the last year
- Figure 48: Sportswear and outdoorwear categories purchased, 2018 and 2020
- Sports fashion items almost as popular among women
- Figure 49: Sportswear and outdoorwear categories purchased, by gender, September 2020
- Young shoppers are keenest buyers of sports fashion
- Figure 50: Repertoire of numbers of sports fashion items bought, by age, September 2020
- More people have bought sports items in the last year
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Retailers and Channels Used
- More people are now buying online than in-store…
- Figure 51: Channel used for buying sports and outdoor fashion, September 2020
- …making Amazon the most popular sports fashion retailer
- Figure 52: Retailers where consumers have bought sports or outdoor fashion in the last 12 months, 2018 and 2020
- Women are more likely to buy from fashion retailers
- Figure 53: Types of retailers used for buying sports fashion in the last 12 months, by gender, September 2020
- Sports Direct appeals to a wider age group than JD Sports
- Figure 54: People buying sports fashion from Sports Direct or JD Sports in the last 12 months, by age, September 2020
- Young male shoppers are least loyal
- Figure 55: Repertoire of retailers used to buy sportswear, by age and gender, September 2020
- More people are now buying online than in-store…
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Reasons for Purchasing
- Most people bought sports fashion for non-sports use
- Figure 56: Reasons for buying sports fashion items, September 2020
- Most people bought sports fashion for non-sports use
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Factors that Influence Purchasing
- Branded sportswear dominates…
- Figure 57: Factors that would encourage purchasing of sports fashion items, September 2020
- …with men particularly swayed by familiar names
- Figure 58: Factors that would encourage purchasing of sports fashion items, by gender, September 2020
- A combination of features appeals to 70% of people
- Figure 59: Factors offered in sports fashion to influence purchasing, TURF analysis, September 2020
- Branded sportswear dominates…
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Interest in Innovations
- Innovations in online shopping becoming more necessary
- Figure 60: Sports fashion shoppers’ interest in innovations in the sector, September 2020
- Youngest shoppers want to wear sportswear for formal occasions
- Figure 61: Sports fashion shoppers wanting items that can be worn on formal occasions, by age, September 2020
- Innovations in online shopping becoming more necessary
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- TURF analysis methodology
- Figure 62: Table – TURF Analysis – sports fashion, September 2020
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Appendix – Market Size and Forecast
- Forecast methodology
- Forecast methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
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