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Sports Fashion - UK - June 2015

Sports Fashion - UK - June 2015

"Growth in the sportswear market in the UK is being driven by a trend for sporty clothing and footwear being worn both for sports and as leisurewear. Women are also showing more interest in the market and brands are responding by designing more stylish female sportswear."

This report covers the following issues:

What is driving growth in the sportswear market?
How is growing female interest in sportswear changing the market?
What are the opportunities for growth in the market?


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Sports participation remains flat
Figure 1: Number of adults aged 16+ taking part in sport at least once a week, 2008-14
Rise in running, cycling and gym classes
Figure 2: Number of adults aged 16+ taking part at least once a week, by sport, 2013 and 2014
Over half buy sportswear as leisurewear
Figure 3: Reason for purchasing sports clothing and footwear in the last 12 months, March 2015
Majority buy sportswear from specialists
Figure 4: Retailers from which consumers bought sportswear in-store or online in the last 12 months, March 2015
Trainers more likely to be used for non-sports
Figure 5: Styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
Men are drawn to well-known sports brands
Figure 6: Most important factors when purchasing sports clothing and footwear, March 2015
Female 35-54s most willing to try new sports brands
Figure 7: Attitudes towards sports clothing and footwear purchased in the last 12 months, March 2015
ISSUES & INSIGHTS
What is driving growth in the sportswear market?
How is growing female interest in sportswear changing the market?
What are the opportunities for growth in the market?
THE MARKET
What you need to know
Sports participation remains flat
Decrease in women playing sport
More younger people play sport
Rise in running, cycling and gym classes
Threat from declining youth population
Consumers remain cautious about spending
Opportunities from rising smartphone ownership
Market drivers
Sports participation remains flat
Figure 8: Number of adults aged 16+ taking part in sport at least once a week, 2008-14
Participation in running, cycling and gym classes rises
Figure 9: Number of adults aged 16+ taking part at least once a week, by sport, 2013 and 2014
Declining youth population
Figure 10: Trends in the age structure of the UK population, 2009-19
Consumers cut back on spending
Figure 11: How respondents would describe their financial situation, by gender, March 2015
People cut back on clothes purchases
Figure 12: Activities done in the last three months, March 2014 and March 2015
Opportunities from rising smartphone ownership
Figure 13: Personal ownership of consumer technology products, by gender, November 2014
KEY PLAYERS
What you need to know
Brands move into wearable sports technology
Targeting female fitness market
In-store classes
Fashion retailers expanding into sportswear
Sportswear retailers increase adspend
Innovations
Wearable technology
Figure 14: OMsignal’s Biometric Smartwear, 2015
Targeting the female fitness market
Figure 15: Nike’s first UK women’s standalone on King’s Road, London
Personal service
Performance running shoes
Fashion retailers expanding into sportswear
Sporting partnerships
Brand communication and promotion
£20.6 million spent advertising sportswear
Figure 16: Main media advertising expenditure on sports clothing and shoes, 2011-14
Nike dominates the advertisers
Figure 17: Main media advertising expenditure on sports clothing and shoes, by advertiser, 2011-14
Sportswear brands prioritise television advertising
Figure 18: Main media advertising expenditure on sports clothing and shoes, by media type, 2014
Space allocation summary
Space allocation overview
Figure 19: Sports shops space allocation, May 2015
THE CONSUMER
What you need to know
Over half buy sportswear as leisurewear
Women drive purchases despite playing less sport than men
Under-35s most active sports buyers
Majority buy sportswear from specialists
Clothing retailers draw young women with sports ranges
Trainers more likely to be used for non-sports
Joggers and hoodies seen as key fashion items
Men are drawn to well-known sports brands
Women want comfortable sportswear that looks good
Female 35-54s most willing to try new sports brands
Interest in wearable technology
Reason for purchasing sports clothing and footwear
Over half buy sportswear as leisurewear
Figure 20: Reason for purchasing sports clothing and footwear in the last 12 months, March 2015
Women as likely as men to buy sports clothing to play sport
Figure 21: Reason for purchasing sports clothing and footwear in the last 12 months, by gender, March 2015
Under-35s most active sports buyers
Figure 22: Reason for purchasing sports clothing and footwear in the last 12 months, by age, March 2015
Clear socio-economic divide
Figure 23: Reason for purchasing sports clothing and footwear in the last 12 months, by socio-economic group, March 2015
Where people buy sportswear
Majority buy sportswear from specialists
Figure 24: Retailers from which consumers bought sportswear in-store or online in the last 12 months, March 2015
Women and young favour buying in-store over online
Figure 25: People who have purchased sports clothing and/or footwear online in the last 12 months, by age, March 2015
Fashion retailers draw young women with sports ranges
Figure 26: People who have purchased sports clothing and/or footwear from a clothing retailer in the last 12 months, by gender
and age, March 2015
Styles of sports clothing and footwear purchased
Most sports clothing favoured by young
Figure 27: Styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
Trainers more likely to be used for non-sports
Figure 28: Consumers who have purchased trainers, by age, March 2015
Joggers and hoodies seen as key fashion items
Figure 29: Consumers who have purchased joggers, sweatshirt, hoodies, tracksuit, shorts and leggings, by age, March 2015
Young are the biggest sports buyers
Figure 30: Repertoire of styles of sports clothing and footwear purchased for sports and not for sports use, March 2015
Most important factors when purchasing sports clothing and footwear
Men are drawn to well-known sports brands
Figure 31: Most important factors when purchasing sports clothing and footwear, March 2015
Women want comfortable sportswear that looks good
Figure 32: Most important factors when purchasing sports clothing and footwear, by gender, March 2015
Figure 33: Most important factors when purchasing sports clothing and footwear, by age, March 2015
Attitudes towards sports clothing and footwear
Female 35-54s most willing to try new sports brands
Figure 34: Attitudes towards sports clothing and footwear purchased in the last 12 months, March 2015
Interest in innovative fabrics and wearable technology
Figure 35: Attitudes towards sports clothing and footwear purchased in the last 12 months, by gender, March 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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