UK Sports and Outdoor Fashion Market Report 2020
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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.
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.
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
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