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Fitness Clothing - US - September 2009

With the recession suppressing sales of all apparel along with fitness wear, marketers need to know how to leverage every opportunity. Back-to-school sales have not reached the levels retailers were expecting for end of 2009 and holiday sales are also expected to follow suit. This report uncovers and explores opportunities for fitness clothing manufacturers to breathe new life into their brands and increase market share.

Topics covered include:

  • Identification of ignored and overlooked demographics that buy fitness wear, including Hispanics and dads
  • Specific strategies and product recommendations for driving sales with these demographics
  • How the recession has affected the popularity of fitness wear, and steps marketers can take to address various challenges
  • Strategies and tactics for increasing sales of key demographics like 18-24 year olds

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Table of contents

  1. 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
                                • Insights and Opportunities

                                  • Goal!
                                      • Figure 1: Important physical characteristics, by race/Hispanic origin, June 2009
                                    • Keep 18-24 year olds loyal with loyalty programs
                                      • Don’t forget the dads
                                        • Figure 2: Purchase incidence of sports or exercise clothing in past 12 months, by gender and presence of children in HH, June 2009
                                    • Inspire Insights

                                      • Introduction
                                        • Help, my football team is not on TV
                                          • What’s it all about?
                                            • What we’ve seen
                                            • 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
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Specialists
                                                                                                                                            • Casuals
                                                                                                                                              • Connoisseurs
                                                                                                                                                • Cluster characteristics
                                                                                                                                                  • Figure 52: Sportswear clusters, June 2009
                                                                                                                                                  • Figure 53: Place of purchase, by sportswear clusters, June 2009
                                                                                                                                                  • Figure 54: Attitudes towards fitness clothing, by sportswear clusters, June 2009
                                                                                                                                                  • Figure 55: Issues encountered while shopping for fitness clothing for self, by sportswear clusters, June 2009
                                                                                                                                                  • Figure 56: Important physical characteristics, by sportswear clusters, June 2009
                                                                                                                                                • Cluster demographics
                                                                                                                                                  • Figure 57: Sportswear clusters, by gender, June 2009
                                                                                                                                                  • Figure 58: Sportswear clusters, by age, June 2009
                                                                                                                                                  • Figure 59: Sportswear clusters, by income, June 2009
                                                                                                                                                  • Figure 60: Sportswear clusters, by race, June 2009
                                                                                                                                                  • Figure 61: Sportswear clusters, by Hispanic origin, June 2009
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                    • Males, with children, and buying
                                                                                                                                                      • Figure 62: Purchase incidence of sports or exercise clothing in past 12 months, by gender and presence of children in HH, June 2009
                                                                                                                                                    • Presence of children is key
                                                                                                                                                        • Figure 63: Purchase incidence of sports or exercise clothing in past 12 months, by marital status and presence of children in HH, June 2009
                                                                                                                                                      • Where they shop
                                                                                                                                                        • Figure 64: Place of purchase, by marital status and presence of children in the HH, June 2009
                                                                                                                                                      • Fashion statements for moms
                                                                                                                                                          • Figure 65: Important physical characteristics, by gender and presence of children in HH, June 2009
                                                                                                                                                        • Price for females, brands for dads
                                                                                                                                                          • Figure 66: Other important characteristics, by gender and presence of children in HH, 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

                                                                                                                                                        Companies Covered

                                                                                                                                                        • American Apparel & Footwear Association (AAFA)
                                                                                                                                                        • Banana Republic
                                                                                                                                                        • Eddie Bauer
                                                                                                                                                        • Greenfield Online
                                                                                                                                                        • J C Penney Company, Inc
                                                                                                                                                        • Lord & Taylor
                                                                                                                                                        • Major League Baseball
                                                                                                                                                        • National Basketball Association
                                                                                                                                                        • National Football League Inc.
                                                                                                                                                        • National Sporting Goods Association
                                                                                                                                                        • Nike
                                                                                                                                                        • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                        • The Finish Line, Inc
                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                        • Women's Sports Foundation

                                                                                                                                                        Fitness Clothing - US - September 2009

                                                                                                                                                        £3,174.67 (Excl.Tax)