In this second edition sportswear sector report , sports clothing and footwear is reviewed worldwide, providing insights into what is driving trends and where there is growth in markets. Forecasts are made for overall consumption and for sports clothing and athletic footwear to 2012. The report provides profiles of the three major players, and an examination of their current and potential marketing strategies.
The active sportswear and footwear product group is one of the most heavily branded areas of apparel. There are only two truly global players, Nike and Adidas, now that Adidas has acquired Reebok. They compete with a multitude of smaller and regional sports brands, and also with the sports ranges of casualwear brands. The report covers active sports apparel, which the Sports Goods Manufacturers Association (of the USA) defines as "apparel that consumers say they purchased with the intent that it 'will be used in active sport'. This does not mean the apparel was purchased for that exclusive use. The intention may have been to wear it on other occasions as well".
Chapter 1 Executive summary
Chapter 2 discusses what is sportswear - consequently, this report is all about a sporting lifestyle, garments that "will be used in active sport".
Chapter 3 uses the definition of the market for active sportswear and athletic footwear to estimate what people around the world use sportswear for. In this report, the world market has been split into the main global developed and developing regions.
Chapter 4 breaks down the market by product and geographic region. Forecasts are made for overall consumption and for sports clothing and athletic footwear to 2012.
In Chapter 5, the share held by brands, retail private label and anonymous merchandise is considered. The market share of the global players is reviewed.
Moving on from economics, Chapter 6 addresses the product, styling and lifestyle trends that will drive the industry forward. Sportswear is all about aspiration, endorsement and brands, and so there is a lot of press and industry comment around on the subjects of product, styling, shape, fabric, trimmings and the "in" brand of the moment.
This is followed, in Chapter 7, by profiles of the three major players, and an examination of their current and potential marketing strategies. Finally in Chapter 8 ponders the nature of the future for sports clothing and footwear.
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