Sports apparel companies also have to consistently modify the apparel they produce in order to meet consumer needs, demands, and evolving technology. For example, manufacturing clothing that better serves the purposes of sports apparel if a new innovation is discovered and needs to be applied. At times, consumer demand also requires that the apparel industry manufactures and distributes clothing items at a more rapid pace than is typical.
Consumer preferences and demand are the predominant drivers for the sports apparel industry, but manufacturing costs are also a factor. Profitability in this industry is dependent upon several factors as well: the focus given to certain locations, specialization of products, efficiency of operations, and contracts with marketing professionals. As competition is steep between the various sports apparel brands that have a stake in the sportswear market. These brands often allocate funds specifically for the marketing of their product. As such, sports apparel companies sometimes create alliances to present a stronger front. Successful advertising strategies, as well as concentration in specialized markets help in allowing apparel companies to generate increased revenue.