Sports Fashion - UK - December 2017

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Increase in sports participation drives the market
Figure 1: Participation in sport, July 2016-July 2017
People are spending on experiences rather than things
Figure 2: Household weekly expenditure at current prices, 2009-16
Companies, brands and innovations
Brand collaborations increase in popularity
adidas most highly recommended brand
Figure 3: Key metrics for selected brands, October 2017
The consumer
Most sportswear bought for everyday use
Figure 4: Reason for purchasing sportswear, September 2017
Trainers are the most popular category
Figure 5: Top sportswear categories purchased, September 2017
Amazon leads the way for top retailers
Figure 6: Retailers from where consumers have bought sportswear in-store or online in the last 12 months, September 2017
In-store cafés are the innovation with widest appeal
Figure 7: Innovations consumers are most interested in when visiting a sports fashion retailer, September 2017
People have little interest in celebrity collaborations
Figure 8: Consumer behaviour towards sportswear, September 2017
What we think
ISSUES AND INSIGHTS
Interest in experiences helps drive athleisure market
The facts
The implications
Athleisure has gone from a trend to a permanent fixture
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Sports participation grows
More people are spending on experiences
Wellness and health trend drive athleisure
Casual dressing impacts sports fashion market
Rise in number of active women
MARKET DRIVERS
Sports participation gains momentum
Figure 9: Participation in sport, June 2014-July 2017
Experience economy fuels sportswear growth
Figure 10: Household weekly expenditure at current prices, 2009-16
Wellness and health trend encourage athleisure
Figure 11: Kayla Itsines workout e-books, 2017
Figure 12: Interest in using an online personal training programme, August 2016
Dressing down is the new normal
Figure 13: Sporty styles of clothing are practical for everyday wear, by age and gender, January 2017
Surge in number of active women
Figure 14: Year-on-year % change in number of adults doing at least 30 minutes of exercise weekly, December 2016
Figure 15: This Girl Can campaign, 2017
Number of gym memberships increasing
Figure 16: Volume of the UK private health and fitness club market, 2012-17
COMPANIES – WHAT YOU NEED TO KNOW
Focus on in-store experience
Patagonia endears customers with reserved approach
Increase in brand collaborations
Sainsbury’s gets in on the sportswear action
Lululemon launches first advertising campaign dedicated to menswear
adidas catching up with Nike as favoured sportswear brand
Puma and Nike reach out to the female consumer
COMPETITIVE STRATEGIES
Lifestyle retailers
Figure 17: Lululemon menswear window display, Regent Street, October 2017
Outdoor specialists
Figure 18: Supreme/The North Face collaboration, spring 2017
Figure 19: Patagonia Black Friday New York Times advert, 2011
Multi-brand outdoor retailers
Sports stores
LAUNCH ACTIVITY AND INNOVATION
Retailers increase in-store sports experiences
Sweaty Betty new flagship
Figure 20: Sweaty Betty studio, 2017
Lululemon flagship
Figure 21: Lululemon Regent Street flagship, 2017
Department stores become wellness destinations
Debenhams gyms
Harrods wellness centre
Figure 22: Harrod’s Wellness Clinic, 2017
Personalisation
Nike Makers’ Experience
Figure 23: Nike Maker’s Experience studio, 2017
Gucci DIY x Mytheresa.com
Figure 24: Gucci DIY x Mytheresa.com, 2017
adidas Knit for You
Figure 25: adidas Knit for You, 2017
Events
London’s Fastest Night
Figure 26: London’s Fastest Night, August 2017
Sweaty Betty Live
Figure 27: Sweaty Betty Live, September 2017
Collaborations
New Balance x J.Crew
Figure 28: New Balance x J.Crew 997 Butterscotch limited edition trainers, March 2017
Puma teams up with ASOS curve
Figure 29: Puma for ASOS Curve, 2017
Chanel x Pharrell x adidas Originals
Puma x M.A.C cosmetics
adidas and Parley for the Oceans
Figure 30: adidas swim collaboration with Parley, 2017
Fast fashion sportswear
Sainsbury’s targets athleisure market
ASOS own-label sportswear
High-end sportswear
Figure 31: Gucci Pre-Fall 2017 activewear campaign, 2017
realbuzz opens physical stores
Figure 32: Realbuzz Liverpool, 2017
ArmourBox
ADVERTISING AND MARKETING ACTIVITY
Increase in spend on sportswear advertising
Figure 33: Total above-the-line, online display and direct mail advertising expenditure on sports clothing and footwear, top 15 spenders, 2013-17
Celebrity campaigns
Rapper Stormzy fronts adidas and JD Sports campaign
Figure 34: Stormzy JD Sports social media campaign, 2017
Nike’s Force is Female campaign
Figure 35: Ruby Rose in Nike’s Force is Female campaign, 2017
Lululemon launch first campaign for menswear
Figure 36: Professional surfer Mark Healey in Lululemon’s ‘Strength to Be’ campaign, September 2017
Sportswear brands prioritise TV and digital advertising
Figure 37: Total above-the-line, online display, and direct mail advertising expenditure on sportswear, by media type, 2016
Nielsen Ad Intel coverage
BRAND RESEARCH
What you need to know
Brand map
Figure 38: Attitudes towards and usage of selected brands, October 2017
Key brand metrics
Figure 39: Key metrics for selected brands, October 2017
Brand attitudes: Puma offers good value for money
Figure 40: Attitudes, by brand, October 2017
Brand personality: Nike still most likely to be perceived as unethical
Figure 41: Brand personality – Macro image, October 2017
Nike is exciting and stylish while adidas is classic and comfortable
Figure 42: Brand personality – Micro image, October 2017
Brand analysis
adidas has wide appeal
Figure 43: User profile of adidas, October 2017
Nike courts the female consumer
Figure 44: User profile of Nike, October 2017
Figure 45: Nike: What Our Girls Are Made Of, March 2017
Under Armour popular with wealthier 25-34-year-olds
Figure 46: User profile of Under Armour, October 2017
New Balance taps into more affluent market
Figure 47: User profile of New Balance, October 2017
Puma more popular with men
Figure 48: User profile of Puma, October 2017
Figure 49: Fenty x Puma AW16 collection by Rihanna, 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Less than a third of consumers buy sportswear for sports use
Trainers most popular sportswear category
16-24-year-olds are keenest sportswear buyers
Amazon most popular retailer among online shoppers
Offline remains more popular than online
In-store cafés have wide appeal
Consumers lose interest in celebrity collaborations
Women want to see more inclusive sportswear advertising
REASONS FOR PURCHASING SPORTSWEAR
Less than a third buy sportswear for sports use
Figure 50: Reasons for purchasing sportswear, September 2017
Men most likely to buy sportswear for everyday use
Figure 51: Reasons for purchasing sportswear by gender, September 2017
Age is a big differentiating factor in reasons for purchase
Figure 52: Reasons for purchasing sportswear, by age, September 2017
SPORTS CLOTHING AND FOOTWEAR CATEGORIES PURCHASED
Trainers are the most popular sportswear item
Figure 53: Top sportswear categories purchased, September 2017
Trainers almost twice as likely to be bought for casualwear as for sports
Figure 54: Items bought for sports use or casualwear, September 2017
Trainers popular with all age groups
Figure 55: Sportswear products bought by age, September 2017
Figure 56: Sweaty Betty Zero Gravity run leggings, 2017
16-24-year-old’s buy the most sportswear
Figure 57: Repertoire of sportswear products bought by demographics, September 2017
WHERE PEOPLE SHOP FOR SPORTSWEAR
Amazon and Sports Direct lead the way
Figure 58: Retailers from where consumers have bought sportswear in-store or online in the last 12 months, September 2017
In-store still more popular than online for all ages
Figure 59: Channels used for buying sportswear, by age, September 2017
Female shoppers are more loyal
Figure 60: Number of retailers shopped at for sportswear in the last 12 months, September 2017
CONSUMER INTEREST IN INNOVATIONS 
In-store cafés’ universal appeal
Figure 61: Innovations consumers are most interested in when visiting a sports fashion retailer, September 2017
Millennials twice as likely to be interested in personalisation
Fit technology appeals most to better off consumers
Figure 62: Asics Motion ID service, 2017
Figure 63: Interest in technology to test products for the right fit, September 2017
CONSUMER BEHAVIOUR TOWARDS SPORTSWEAR
People are happy to pay more for quality sportswear
Figure 64: Consumer behaviour towards sportswear, September 2017
Celebrity collaborations begin to lose their shine
Figure 65: Victoria Beckham at Reebok HQ, 2017
Women would like to see more inclusive advertising in sportswear
Figure 66: Agreement with statement ‘Sportswear campaigns should feature more models that represent the average person’, by gender and age group, September 2017
Figure 67: ‘This Girl Can’ campaign, 2017
16-44-year-olds more likely to prefer branded sportswear
Figure 68: Sports fashion – CHAID – Tree output, September 2017
Figure 69: Sports Fashion – CHAID – Table output, September 2017
Methodology
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Financial definitions
Abbreviations
Consumer research methodology