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?
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