Abstract
About this report
Sportswear has been through the boom times of the 1990s and is now suffering from a severe bout of consolidation. With many mainstream brands labelled as ' chav fashion' , its acceptance as everyday casual clothing is facing a major challenge. In a polarising market, splitting between performance sportswear, casual fashion and comfort clothing those left in the middle are in a very precarious situation
Yet despite these problems, the sportswear market offers some real opportunities for the future, with the UK being promised a ' golden decade' of sport, not least due to the 2012 London Olympics. Some brands, linked to outdoor and more specialist pursuits, like The North Face and golf heritage label Lyle & Scott, are maintaining and developing a wider lifestyle fashion audience. Rising participation rates in sporting activity and a recovering consumer economy are likely to boost spending on performance sportswear and mean that those retailers still around enjoy a much more buoyant environment.
Main themes
- What are consumers' attitudes towards sports fashion and the reasons for wearing sportswear?
- Is the sports fashion market polarising between different consumer groups?
- What are the key innovations and opportunities within the sportswear market?
- How are different retailers faring in the sports fashion market and what are their prospects?
- What are the influences on the sportswear market that will affect its growth in the future, both negatively and positively?
Table of Contents
- Issues in the Market
- Main themes
- The aim of this report
- Market definition
- Abbreviations
- Market in Brief
- Sportswear: Run out of fashion?
- Consumers cut back and make do with old sportswear
- Fewer sports fans...
- ...but more taking part in sport
- Three-way split among consumers
- Who are the winners and losers?
- JD Sports Fashion continues success
- Blacks Leisure under financial pressure as well
- Sports Direct International benefits from discount boom
- Niche chains and internet outperform
- What does the future hold for the sports fashion market?
- Internal Market Environment
- Key points
- Football interest in decline but still most popular
- Figure 1: Interest in named sports, top 15, 2004, 2006 and 2008
- Sports fashion trends
- Recession bites...
- Figure 2: Trends in expenditure on sports clothing, 2006-08
- ...but sports shoes suffer less
- Figure 3: Trends in sports shoes buying, 2004-08
- Exercise is increasingly popular
- Figure 4: People who do some form of exercise/sport at least once a
week, 2004-08
- How persuasive are ads?
- Figure 5: Trends in shopping statements, 2004-08
- Internet shopping now a major part of consumers' lifestyles
- Figure 6: Trends in shopping statements, 2004-08
- Broader Market Environment
- Key points
- More ABs will help sports sales
- Figure 7: Adult population trends, by socio-economic group, 2004, 2009
and 2014
- Age group challenges for the sportswear market
- Figure 8: Structure of the UK population, by age, 2004, 2009 and 2014
- Figure 9: Trends in the age structure of the UK population, by gender,
2004, 2009 and 2014
- Recession affects spending
- Figure 10: Trends in personal disposable income and consumer
expenditure, 2004-14
- Internet penetration and broadband use: Two thirds now have access
- Figure 11: Broadband internet penetration at home, 2003-09
- Figure 12: British internet penetration at home/work/place of study or
elsewhere, by gender, socio-economic group, age, region and working status,
2003-09
- Market in Context
- Key points
- Total fashion market growth slows
- Figure 13: Total spend on clothing and footwear and total sports
fashion, at current prices, 2004-09
- Sports clothing loses share
- Figure 14: Total spend on clothing compared with sports clothing, at
current prices, 2004-09
- Sports footwear fares better than clothing
- Figure 15: Sports footwear compared with overall footwear spending,
2004-09
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Sports fashion market set for contraction in 2009 and 2010
- Longer-run prospects brighter
- Figure 16: Total sports clothing and footwear market, at current and
constant 2009 prices, 2004-14
- Retail Competitor Analysis
- Key points
- Overview of the market
- Sports Direct International takes advantage of the recession
- JD Sports Fashion makes most of fashion segment
- JJB Sports drops into third place
- Blacks Leisure shows signs of revival
- Niche and discount retail benefit from growing sports participation
- Figure 17: Leading specialist sports clothing and footwear retailers,
2009
- Figure 18: Smaller specialist and online sports retailers, 2009
- Figure 19: Selected non-specialist sports retailers, 2009
- Companies and Products
- Leading sports specialists
- Blacks Leisure Group
- JD Sports Fashion
- JJB Sports
- Sports Direct
- Brand Communication and Promotion
- Key points
- Figure 30: Main monitored media advertising spend on sports clothing,
2005-08
- Press leads media split despite cuts
- Figure 31: Advertising spend, by media, 2006-08
- adidas beefs up adspend
- Figure 32: Main monitored media advertising spend on sports clothing, by
top advertisers, 2006-08
- Recent major campaigns
- Channels to Market
- Key points
- Sports specialists still dominant
- Figure 33: Estimated retail distribution, sports clothing and footwear,
2009
- What Sports Clothing They Buy
- Key points
- Figure 34: Sports clothing bought in the last 12 months, May 2009
- Most consumers buy sports shoes
- Figure 35: Trends in expenditure on trainers, 2006-08
- Jogging bottoms -- for comfort and style but not for the sporty
- Sports T-shirts -- favoured by young men
- Shorts -- male and upmarket
- Hooded tops -- downmarket youth fashion?
- Football replica shirts are male and downmarket
- Track tops: Northern and female
- Sports jackets, rugby shirts and sweatshirts all male garments
- Appendix -- Internal Market Environment
- Figure 39: Participation in the top ten sports individually*, 2004-08
- Figure 40: Shopping statements, by ownership of sports
clothing/accessories, 2008
- Figure 41: Sports clothing buying, by demographics, 2008
- Figure 42: Exercise done, by demographics, 2008
- Figure 43: Most popular individual sports activities taken part in
regularly, by demographics, 2008
- Figure 44: Next most popular individual sports activities taken part in
regularly, by demographics, 2008
- Figure 45: Trends in sports clubs belong to/visit regularly, 2004-08
- Figure 46: Shopping statements, by demographics, 2008
- Figure 47: Trends in individual sports/team sports/outdoor activities
taken part in regularly, 2004-08
- Figure 48: Trends in weekday hobbies and sport, 2004-08
- Appendix -- Broader Market Environment
- Figure 49: UK broadband penetration, by demographics, April 2009
- Appendix -- Brand Communication and Promotion
- Figure 50: Adspend, by sports category, 2006-08
- Appendix -- What Sports Clothing They Buy
- Figure 51: Most popular types of sports clothing bought in the last 12
months, by demographics, May 2009
- Figure 52: Next most popular types of sports clothing bought in the last
12 months, by demographics, May 2009
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