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Research Proposal
Prepared for Tom B. | Delivered July 17, 2019
Activewear Industry
Goals
Provide a full analysis of the activewear market including the market size, market trends, customer demographics, retail channel distribution, marketing trends, brand analysis, and market challenges/opportunities.
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Early Findings
Market Overview
A
c
t
i
v
e
w
e
a
r
is "
utility apparel,
used to enhance the performance of athletes which improves the body movement."
A
c
t
i
v
e
w
e
a
r
product segments
include tops, bottoms, outerwear, swimwear/
i
n
n
e
r
w
e
a
r
and others. The market is also split into women's
a
c
t
i
v
e
w
e
a
r
and men's
a
c
t
i
v
e
w
e
a
r
.
The
a
c
t
i
v
e
w
e
a
r
market is also segmented by
fabric
type including polyester, nylon, neoprene, polypropylene, spandex, cotton, and other (rayon and
l
y
o
c
e
l
l
).
Yoga pants
and leggings are a leading product category for the
a
c
t
i
v
e
w
e
a
r
market.
Market Size
The global
a
c
t
i
v
e
w
e
a
r
market was valued at
$351,164 million in 2017
and is expected to reach a value of
$567 billion by 2024
, with a CAGR of 6.8% over that time period.
The women's
a
c
t
i
v
e
w
e
a
r
market was valued at
$119,078
million in 2017.
North America
is the leading market, followed by the European market, Asia-Pacific market and finally the LAMEA region. All regions are currently seeing growth in the
a
c
t
i
v
e
w
e
a
r
market segment.
The US market accounts for
36%
of
a
c
t
i
v
e
w
e
a
r
sales worldwide.
Market Trends
The global
a
c
t
i
v
e
w
e
a
r
market is seeing growth due to an "
increase in
disposable income and rise in fitness consciousness customers."
The use of "
green textiles
and manufacturing" practices is a trend for
a
c
t
i
v
e
w
e
a
r
products.
The increase of "
ready to wear
"
a
c
t
i
v
e
w
e
a
r
products ("
a
t
h
l
e
i
s
u
r
e
") is a key trend for the market, as it becomes more acceptable to wear
a
c
t
i
v
e
w
e
a
r
products as casual wear.
Customer Demographics
Millennial women
with incomes over $100,000 per year are the largest consumers of
a
c
t
i
v
e
w
e
a
r
in the US.
Retail Channel Distribution
Most sales are through
offline distribution
channels, however, the growth of e-commerce globally is increasing the growth of online distribution channels.
As for
offline channels
,
a
c
t
i
v
e
w
e
a
r
is generally sold at hypermarkets, specialized stores, and mono-brand stores.
Marketing Trends
The use of
experiential retailing
is one trend in marketing for
a
c
t
i
v
e
w
e
a
r
brands.
L
u
l
u
l
e
m
o
n
, Nike and Adidas
all utilized experiential marketing in their stores in the last year.
Influencer marketing
has been extremely effective for new entrants in the
a
c
t
i
v
e
w
e
a
r
market like
G
y
m
s
h
a
r
k
.
Brand Analysis
Major players in the
a
c
t
i
v
e
w
e
a
r
market include
Adidas AG
,
A
s
i
c
s
Corporation, Columbia Sportswear Company, Dick's Sporting Goods, Inc. Gap Inc., Nike, Inc., North Face, Inc., Phillips-Van
H
e
u
s
e
n
Corporation, Puma Se, and Under Armour, Inc.
Fashion brands not known for athletic wear are
entering
the
a
c
t
i
v
e
w
e
a
r
market including
T
o
p
s
h
o
p
, H&M, Forever 21, Net-a-Porter and Matches.
Market Challenges/Opportunities
Counterfeit products
are a major concern for
a
c
t
i
v
e
w
e
a
r
brands.
Additionally, the "
volatile cost
of raw materials and high cost of designing" are a challenge for the market because they increase final product cost.
Market opportunities include
plus size and sustainable
products.
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Prepared By
Alexis Z.
3441 assignments | 5.0