The sporting goods market has become a relatively flat market with the exception of women’s athletic apparel. Title IX generation athletes and fitness-oriented members of the boomer generation are giving that niche of the market a boost, estimated in 2000 at $23 billion. Companies are still learning how to best market to women in the fitness world. This report from Packaged Facts contains reviews of clothing, shoes – including multiple product categories, and market trends. It also analyzes retailers, both specialty and online, and provides extensive consumer data. The information about the players involved covers both the major and niche representatives.
Girl Power Boosts Female Sportswear Industry to $25 billion in 2000
New York, January 10/PRNewswire –- MarketResearch.com announced today the release of a new study “The Women’s Athletic Apparel Market”, by Packaged Facts™. According to this study, the success of women in high-profile professional sports has raised consumer demand for sportswear designed specifically for the female body. As the number of women athletes continues to increase, the female consumer is no longer content to wear men’s athletic apparel in smaller sizes. Mainstream fashion designers have responded by expanding their lines to include female sportswear, filling a niche for stylish and sturdy athletic attire. But the study also shows that while this cross-fertilization between the women’s sportswear market and the fashion world may be the industry’s greatest asset, it is also its toughest challenge.
“Marketers and retailers are belatedly realizing that today’s woman is no longer satisfied with male-oriented retail options, afterthought products and limited availability,” said Claire Madden, VP of Marketing for MarketResearch.com. “But, while the shift in attitude will be positive for the overall market, competition will heat up for athletic apparel powerhouses due to traditional fashion labels’ marketing muscle and ability to adapt quickly to trends.”
The study shows that women are the primary sporting goods buyers, responsible for four-fifths of all athletic apparel purchases. As clothing options for the female athlete become more targeted, women looking for athletic clothing and shoes will patronize those shopping environments that understand the apparel requirements specific to their sport. The woman’s sportswear market raked in nearly $25 billion in 2000 and is expected to top $38 billion by 2005.
Scope and Methodology
This Packaged Facts report focuses on the market for women's athletic apparel sold through both specialized and general retailers. The women's athletic apparel market is comprised of two main categories, clothing and footwear, and encompasses those products designed and marketed to be worn specifically while participating in an athletic activity. These activities include both competitive and recreational sports, and range from popular activities such as aerobics or biking to more specialized sports such as rock climbing or boxing. The market also includes athletic apparel used for soccer, basketball, and other team sports. This Packaged Facts report covers only those clothing and footwear products designed to be worn as apparel by the fe-male fitness enthusiast or athlete. Sports equipment such as hockey skates, roller blades, goggles, gloves, and helmets are not included within this report.
The information in this report is based on primary and secondary research. Primary research entailed on-site examination of the retail environment, and consulta-tions with marketer and trade representatives. Secondary research involved a review of data and other information appearing in financial, marketing, trade, and consumer publications, and in company literature. Statistics on market size and growth, mar-keter share, and share by retail sector are based on an evaluation of data and trend re-ports from trade sources. Consumer advertising expenditure estimates are based on data (copyright 2000) from Competitive Media Reporting (CMR), a Taylor Nelson Sofres company. Consumer demographic data derive from the Simmons Market Re-search Bureau consumer survey for spring 2000, based on a sample of 18,968 female adults.
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Hours of Research: 700
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