Fitness Clothing - US - September 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Consumer survey data
• Advertising creative
• Abbreviations and terms
• Abbreviations
• Executive Summary
• Fitness wear stumbles
• All segments treading water
• Winners and losers in the retail channel
• Insights and opportunities
• Purchasers of sports/exercise clothing
• What respondents want in fitness clothing
• Other important qualities
• Attitudes towards fitness clothing
• Market Size and Forecast
• Key points
• Cramps from the recession
  • Figure 3: Total U.S. sales and forecast of fitness clothing/active sportswear, at current prices, 2004-14
  • Figure 4: Total U.S. sales and forecast of fitness clothing/active sportswear, at inflation-adjusted prices, 2004-14
• Competitive Context
• 18-24 year olds are slumming it
  • Figure 5: Reasons for not buying fitness clothing, by age, June 2009
• A luxury in a recession
  • Figure 6: Purchase incidence of sports or exercise clothing in past 12 months, by household income, June 2009
• Segment Performance
• Key points
• All segments treading water
  • Figure 7: U.S. sales and forecast of fitness clothing/active sportswear, at current prices, by segment, 2004-14
  • Figure 8: U.S. sales of fitness clothing/active sportswear, by segment, 2008 and 2009
• Segment Performance--Women' s Active Sportswear
• Key points
• Several trends prevent more serious declines
  • Figure 9: U.S. sales and forecast of women' s active sportswear, at current prices, 2004-14
• Segment Performance--Men' s Sweat Clothes
• Key points
• A ' fashion' staple of males keeps a segment afloat
  • Figure 10: U.S. sales and forecast of men' s sweat clothes, at current prices, 2004-14
• Segment Performance--Men' s Active Sportswear
• Key points
• Buying less expensive items and keeping them longer
  • Figure 11: U.S. sales and forecast of men' s active sportswear, at current prices, 2004-14
• Segment Performance--Women' s Sweat Clothes
• Key points
• Delaying purchases while watching the family budget
  • Figure 12: U.S. sales and forecast of women' s sweat clothes, at current prices, 2004-14
• Retail Channels
• Key points
• Trading down in the recession
  • Figure 13: U.S. sales of fitness clothing/activewear, by retail channel, 2008 and 2009
• Retail Channel--Department and Clothing Stores
• Key point
• Small declines from trading down
• Still going ' long'
  • Figure 14: U.S. sales of fitness clothing/activewear at department and clothing stores, 2004-09
• Retail Channels--Discount, Supercenters, Warehouse Clubs
• Key point
• A sweet spot in a tough time
  • Figure 15: U.S. sales of fitness clothing/activewear at discount, supercenters, warehouse clubs, 2004-09
• Other Retailers
• Key points
• Boxed out by bigger chains
• Look for the rebound
  • Figure 16: U.S. sales of fitness clothing/activewear at other retailers, 2004-09
• Market Drivers
• Key points
• Hispanics: A key demographic
  • Figure 17: U.S. Hispanic population, by age, 2004-14
• What' s hot and what' s not
  • Figure 18: Sports with largest and smallest declines in participation, 2007 and 2008
  • Figure 19: Most popular sports, 2007 and 2008
• Reasons for purchase by demographic
• Exercising less
  • Figure 20: Percentage of Americans exercising, by age, 1999/2000-2005/06
• Key demographics: 18-24-year-olds and households with children
  • Figure 21: Population, by age, 2004-14
  • Figure 22: Households, by size, 2007
• The graying of America
  • Figure 23: Population aged 18 or older, by age, 2004-14
• Brand Qualities
• adidas
• Nike
• Under Armour
• Innovation and Innovators
• adidas flexing its muscles
• Other product launches
• New technologies/products
• Concept stores
• Yoga is in
• Retro 1980s coming back
• Advertising and Promotion
• Overview
  • Figure 24: Top advertising spends, 2007 and 2008
• Noteworthy marketing initiatives
• adidas
• Nike
• Other innovative marketing efforts
• Website analysis
• adidas
• Columbia
• Nike
• Nautica
• The North Face
• Analysis of commercials
  • Figure 25: adidas television ad, 2009
  • Figure 26: Under Armour television ad, 2009
  • Figure 27: Nike television ad, 2007
• Who Purchases Fitness Clothing?
• Key points
• Exercise/sports clothing is for the young
  • Figure 28: Purchase incidence of sports or exercise clothing in past 12 months, by age, June 2009
• Affluent households are buying sports/exercise clothing
  • Figure 29: Purchase incidence of sports or exercise clothing in past 12 months, by household income, June 2009
• Households with children are buying exercise/sports apparel
  • Figure 30: Purchase incidence of sports or exercise clothing in past 12 months, by number of children in HH, June 2009
• Importance of Clothing Attributes
• Key points
• Females want stretchability and figure-flattering
  • Figure 31: Important physical characteristics, by gender, June 2009
• 18-24-year-olds want absorption, stretchability, and more
  • Figure 32: Important physical characteristics, by age, June 2009
• Households with children
  • Figure 33: Important physical characteristics, by presence of children in HH, June 2009
• Other Important Qualities
• Key points
• Gender matters
  • Figure 34: Other important characteristics, by gender, June 2009
• The affluent want style
  • Figure 35: Other important characteristics, by household income, June 2009
• Households with kids want quality, style and fashion
  • Figure 36: Other important characteristics, by presence of children in HH, June 2009
• What They Purchase
• Key points
• T-shirts are in for males
  • Figure 37: Specific men' s items purchased, by age, February 2008-March 2009
• T-shirts and sweats for young females
  • Figure 38: Specific women' s items purchased, by age, February 2008-March 2009
• Affluent households buy college sportswear
  • Figure 39: Licensed apparel purchased, by household income, February 2008-March 2009
• Where They Shop
• Key points
• Age and gender drive purchase locations
  • Figure 40: Place of purchase, by gender and age, June 2009
• Who shops at retail stores?
  • Figure 41: Place of purchase, by household income, June 2009
• Issues When Shopping
• Key points
• More selection and fewer logos for females
  • Figure 42: Issues encountered while shopping for fitness clothing for self, by gender, June 2009
• Fitness clothes run too small in size
  • Figure 43: Issues encountered while shopping for fitness clothing for self, by presence of children in HH, June 2009
• Attitudes Towards Fitness Clothing
• Key points
• A fashion statement for males
  • Figure 44: Attitudes towards fitness clothing, by gender, June 2009
• Looking good in fitness attire
  • Figure 45: Attitudes towards fitness clothing, by age, June 2009
• Activity-specific clothing for kids
  • Figure 46: Attitudes towards fitness clothing, by presence of children in HH, June 2009
• Reasons for not Buying
• Key points
• 18-24 year olds use regular clothing
  • Figure 47: Reasons for not buying fitness clothing, by age, June 2009
• No high school degree and slumming it
  • Figure 48: Reasons for not buying fitness clothing, by level of education attained, June 2009
• Race and Ethnicity
• Key points
• Hispanics more likely to purchase
  • Figure 49: Purchase incidence of sports or exercise clothing in past 12 months, by race/Hispanic origin, June 2009
  • Figure 50: Attitudes towards fitness clothing, by race/Hispanic origin, June 2009
• Blacks and Hispanics have different preferences
  • Figure 51: Important physical characteristics, by race/Hispanic origin, June 2009
• Appendix: Other Useful Consumer Tables
• Males like the NFL and NBA
  • Figure 67: Licensed apparel purchased, by gender, February 2008-March 2009
• College-educated and buying fitness wear
  • Figure 68: Purchase incidence of sports or exercise clothing in past 12 months, by level of education attained, June 2009
• Blacks buy more
  • Figure 69: Licensed apparel purchased, by race/Hispanic origin, February 2008-March 2009
• Educated purchase from many locations
  • Figure 70: Place of purchase, by level of education attained, June 2009
• Married and not enough choices
  • Figure 71: Issues encountered while shopping for fitness clothing for self, by marital status and presence of children in HH, June 2009
• Blacks buy sweats
  • Figure 72: Specific men' s items purchased, by race/Hispanic origin, February 2008-March 2009
• Asian women buy more sportswear
  • Figure 73: Specific women' s items purchased, by race/Hispanic origin, February 2008-March 2009
• Appendix: Trade Associations