Executive Summary
The sports clothing and footwear sector operates within the wider context of
the clothing and footwear industry. In 1994, the sector had sales of
£2.3bn compared with £24.7bn for the industry as a whole. Sportswear
penetration of clothing and footwear has increased substantially since the
start of the 1980s, and was estimated to be 9.2% by 1994. The growth in sales
of sportswear have been due to a number of factors. The adoption of sports
clothing and footwear into the everyday wardrobe has been of major importance,
while the increased awareness of the need for a healthier lifestyle has boosted
turnover in the active market.
Sales of sports clothing and footwear dipped in 1992, due to the impact of the
recession on consumer spending. At the same time, the success of the major
brands encouraged the entry of non-brand and own-brand lines by retailers.
Price discounting became a feature at the lower end of the market and this was
encouraged by the growth of cheap imports.
The clothing and footwear sectors in the UK are very fragmented, the resiting
of manufacturing facilities to lower-cost areas of the world has meant that for
the most part indigenous operations tend to be niche operators, such as sports
clothing companies. However, the footwear market in particular continues to be
dominated by three major multinational companies: Reebok, Nike and Adidas.
Strong branding has encouraged the extension of product lines among the larger
companies, in order to benefit from umbrella branding.
As with other specialists, the sports retailers have lost sales to mixed
retailers in recent years. The department stores and fashion retailers have
been quick to offer sports-inspired lines as well as active sportswear in a
move towards further diversification. In addition, they have benefited from
providing a comfortable environment for female shoppers, an area in which the
specialists have lagged far behind.
The sector will continue to evolve over the next few years. The specialist
retailers are moving more into out-of-town formats, which allow them to
establish a stronger more customer-friendly environment as well as providing
sufficient space to ensure comprehensive specific sports coverage. On the
supply side the major brands will continue to dominate, although sales will
continue to be lost to smaller brands and own brands. Sales growth overall is
set to continue as the economy recovers and consumer confidence returns.
Seventh Edition 1995
Edited by Simon Howitt
ISBN 1-85765-490-0
|
If you are interested in further information about the full Keynote report, including price and how to buy, please complete the following form. You will be contacted by Keynote who will provide you with the information you require.
Denotes a required field.
