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Sports Clothing and Footwear - UK - September 2009

Sportswear has been through the boom times of the 1990s and is now suffering from a severe bout of consolidation. With many mainstream brands labelled as 'chav fashion', its acceptance as everyday casual clothing is facing a major challenge. In a polarising market, splitting between performance sportswear, casual fashion and comfort clothing those left in the middle are in a very precarious situation

Yet despite these problems, the sportswear market offers some real opportunities for the future, with the UK being promised a 'golden decade' of sport, not least due to the 2012 London Olympics. Some brands, linked to outdoor and more specialist pursuits, like The North Face and golf heritage label Lyle & Scott, are maintaining and developing a wider lifestyle fashion audience. Rising participation rates in sporting activity and a recovering consumer economy are likely to boost spending on performance sportswear and mean that those retailers still around enjoy a much more buoyant environment.

Main themes

What are consumers' attitudes towards sports fashion and the reasons for wearing sportswear?

Is the sports fashion market polarising between different consumer groups?

What are the key innovations and opportunities within the sportswear market?

How are different retailers faring in the sports fashion market and what are their prospects?

What are the influences on the sportswear market that will affect its growth in the future, both negatively and positively?

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Table of contents

  1. Issues in the Market

      • Main themes
        • The aim of this report
          • Market definition
            • Abbreviations
            • Future Opportunities

              • Horizontal communities (Trend from Inspire)
                • Agelessness (Trend from Inspire)
                  • Keeping hold of the ABC1s
                    • Active younger adults – a long-term bet
                    • Market in Brief

                      • Sportswear: Run out of fashion?
                        • Consumers cut back and make do with old sportswear
                          • Fewer sports fans...
                            • …but more taking part in sport
                              • Three-way split among consumers
                                • Who are the winners and losers?
                                  • JD Sports Fashion continues success
                                    • Blacks Leisure under financial pressure as well
                                      • Sports Direct International benefits from discount boom
                                        • Niche chains and internet outperform
                                          • What does the future hold for the sports fashion market?
                                          • Internal Market Environment

                                            • Key points
                                              • Football interest in decline but still most popular
                                                  • Figure 1: Interest in named sports, top 15, 2004, 2006 and 2008
                                                • Sports fashion trends
                                                  • Recession bites…
                                                    • Figure 2: Trends in expenditure on sports clothing, 2006-08
                                                  • …but sports shoes suffer less
                                                    • Figure 3: Trends in sports shoes buying, 2004-08
                                                  • Exercise is increasingly popular
                                                    • Figure 4: People who do some form of exercise/sport at least once a week, 2004-08
                                                  • How persuasive are ads?
                                                    • Figure 5: Trends in shopping statements, 2004-08
                                                  • Internet shopping now a major part of consumers' lifestyles
                                                    • Figure 6: Trends in shopping statements, 2004-08
                                                • Broader Market Environment

                                                  • Key points
                                                    • More ABs will help sports sales
                                                      • Figure 7: Adult population trends, by socio-economic group, 2004, 2009 and 2014
                                                    • Age group challenges for the sportswear market
                                                        • Figure 8: Structure of the UK population, by age, 2004, 2009 and 2014
                                                        • Figure 9: Trends in the age structure of the UK population, by gender, 2004, 2009 and 2014
                                                      • Recession affects spending
                                                          • Figure 10: Trends in personal disposable income and consumer expenditure, 2004-14
                                                        • Internet penetration and broadband use: Two thirds now have access
                                                          • Figure 11: Broadband internet penetration at home, 2003-09
                                                          • Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2003-09
                                                      • Market in Context

                                                        • Key points
                                                          • Total fashion market growth slows
                                                              • Figure 13: Total spend on clothing and footwear and total sports fashion, at current prices, 2004-09
                                                            • Sports clothing loses share
                                                              • Figure 14: Total spend on clothing compared with sports clothing, at current prices, 2004-09
                                                            • Sports footwear fares better than clothing
                                                              • Figure 15: Sports footwear compared with overall footwear spending, 2004-09
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Lifestyle
                                                                    • Yoga-inspired fashion
                                                                      • Cyclodelic at Topshop
                                                                        • Fishing fashion
                                                                          • When religion meets sportswear
                                                                            • Multipurpose sports fashion
                                                                              • Customisation
                                                                                • Create your own sportswear
                                                                                  • Premium ranges
                                                                                    • The celebrity factor
                                                                                      • Designer clothing
                                                                                        • Brand collaboration
                                                                                          • Sony and Billabong team up
                                                                                            • Expansion into casualwear
                                                                                              • Music and sports shoes
                                                                                                • Online
                                                                                                  • A suggestions page could help drive sales
                                                                                                    • Renting clothes
                                                                                                    • Market Size and Forecast

                                                                                                      • Key points
                                                                                                        • Sports fashion market set for contraction in 2009 and 2010
                                                                                                          • Longer-run prospects brighter
                                                                                                            • Figure 16: Total sports clothing and footwear market, at current and constant 2009 prices, 2004-14
                                                                                                        • Retail Competitor Analysis

                                                                                                          • Key points
                                                                                                            • Overview of the market
                                                                                                              • Sports Direct International takes advantage of the recession
                                                                                                                • JD Sports Fashion makes most of fashion segment
                                                                                                                  • JJB Sports drops into third place
                                                                                                                    • Blacks Leisure shows signs of revival
                                                                                                                      • Niche and discount retail benefit from growing sports participation
                                                                                                                        • Figure 17: Leading specialist sports clothing and footwear retailers, 2009
                                                                                                                        • Figure 18: Smaller specialist and online sports retailers, 2009
                                                                                                                        • Figure 19: Selected non-specialist sports retailers, 2009
                                                                                                                    • Companies and Products

                                                                                                                      • Leading sports specialists
                                                                                                                        • Blacks Leisure Group
                                                                                                                          • JD Sports Fashion
                                                                                                                            • JJB Sports
                                                                                                                              • Sports Direct
                                                                                                                              • Brand Elements

                                                                                                                                  • Key points
                                                                                                                                    • Brand map
                                                                                                                                        • Figure 20: Attitudes towards and usage of sports fashion brands, March 2009
                                                                                                                                      • Brand qualities of sports fashion brands
                                                                                                                                        • Nike and Quiksilver trendiest
                                                                                                                                          • Figure 21: Personalities of various sports fashion brands, March 2009
                                                                                                                                        • Experience of sports fashion brands
                                                                                                                                          • Nike most commonly used
                                                                                                                                            • Figure 22: Consumer usage of various sports fashion brands, March 2009
                                                                                                                                          • Brand intentions for sports fashion brands
                                                                                                                                            • Adidas, Quiksilver and Nike well considered
                                                                                                                                              • Figure 23: Consideration of various sports fashion brands, March 2009
                                                                                                                                            • Brand satisfaction for sports fashion brands
                                                                                                                                              • Nike and Adidas similarly satisfy
                                                                                                                                                • Figure 24: Satisfaction with various sports fashion brands, March 2009
                                                                                                                                              • Brand commitment to sports fashion brands
                                                                                                                                                • Nike and Quiksilver most worth paying more
                                                                                                                                                  • Figure 25: Commitment to various sports fashion brands, March 2009
                                                                                                                                                • Adidas
                                                                                                                                                  • What the consumer thinks
                                                                                                                                                    • Figure 26: Attitudes towards the Adidas brand, March 2009
                                                                                                                                                  • Fila
                                                                                                                                                    • What the consumer thinks
                                                                                                                                                      • Figure 27: Attitudes towards the Fila brand, March 2009
                                                                                                                                                    • The North Face
                                                                                                                                                      • What the consumer thinks
                                                                                                                                                        • Figure 28: Attitudes towards the The North Face brand, March 2009
                                                                                                                                                      • Nike
                                                                                                                                                        • What the consumer thinks
                                                                                                                                                          • Figure 29: Attitudes towards the Nike brand, March 2009
                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                        • Key points
                                                                                                                                                          • Figure 30: Main monitored media advertising spend on sports clothing, 2005-08
                                                                                                                                                        • Press leads media split despite cuts
                                                                                                                                                          • Figure 31: Advertising spend, by media, 2006-08
                                                                                                                                                        • adidas beefs up adspend
                                                                                                                                                          • Figure 32: Main monitored media advertising spend on sports clothing, by top advertisers, 2006-08
                                                                                                                                                        • Recent major campaigns
                                                                                                                                                        • Channels to Market

                                                                                                                                                          • Key points
                                                                                                                                                            • Sports specialists still dominant
                                                                                                                                                                • Figure 33: Estimated retail distribution, sports clothing and footwear, 2009
                                                                                                                                                            • What Sports Clothing They Buy

                                                                                                                                                                • Key points
                                                                                                                                                                  • Figure 34: Sports clothing bought in the last 12 months, May 2009
                                                                                                                                                                • Most consumers buy sports shoes
                                                                                                                                                                    • Figure 35: Trends in expenditure on trainers, 2006-08
                                                                                                                                                                  • Jogging bottoms – for comfort and style but not for the sporty
                                                                                                                                                                    • Sports T-shirts – favoured by young men
                                                                                                                                                                      • Shorts – male and upmarket
                                                                                                                                                                        • Hooded tops – downmarket youth fashion?
                                                                                                                                                                          • Football replica shirts are male and downmarket
                                                                                                                                                                            • Track tops: Northern and female
                                                                                                                                                                              • Sports jackets, rugby shirts and sweatshirts all male garments
                                                                                                                                                                              • Attitudes Towards Buying Sports Clothing

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Figure 36: Attitudes towards buying sports clothing, May 2009
                                                                                                                                                                                  • Almost half only replace worn-out items
                                                                                                                                                                                    • Recession takes its toll as C2DEs cut back
                                                                                                                                                                                      • 35-54s see sports clothing as cheap and widely available
                                                                                                                                                                                        • Older consumers go for value
                                                                                                                                                                                          • Internet shopping appeals to men
                                                                                                                                                                                            • Women more concerned about fit
                                                                                                                                                                                            • Attitudes Towards Sports Clothing

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Figure 37: What they think of sports clothing, May 2009
                                                                                                                                                                                                • Sports fashion scores high on comfort
                                                                                                                                                                                                  • Men like to mix
                                                                                                                                                                                                    • Young have fallen out of love with sports casual look
                                                                                                                                                                                                      • The 35-44s prefer sports brands
                                                                                                                                                                                                        • Young view sportswear differently
                                                                                                                                                                                                        • Consumer Typologies

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                • Figure 38: Consumer typologies, May 2009
                                                                                                                                                                                                              • Sports Active (43%)
                                                                                                                                                                                                                • Comfort Zone (30%)
                                                                                                                                                                                                                  • Mix It Up (27%)
                                                                                                                                                                                                                    • Further analysis
                                                                                                                                                                                                                      • What consumers bought by attitudes towards buying sports clothing
                                                                                                                                                                                                                        • Attitudes towards buying sports clothing by what items bought
                                                                                                                                                                                                                          • Types of sports fashion bought by attitudes towards sports clothing
                                                                                                                                                                                                                            • Statements on purchasing sports clothing by attitudes towards sports clothing
                                                                                                                                                                                                                              • Attitudes towards sports clothing by statements on purchasing sports clothing
                                                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                                                  • Figure 39: Participation in the top ten sports individually*, 2004-08
                                                                                                                                                                                                                                  • Figure 40: Shopping statements, by ownership of sports clothing/accessories, 2008
                                                                                                                                                                                                                                  • Figure 41: Sports clothing buying, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 42: Exercise done, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 43: Most popular individual sports activities taken part in regularly, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 44: Next most popular individual sports activities taken part in regularly, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 45: Trends in sports clubs belong to/visit regularly, 2004-08
                                                                                                                                                                                                                                  • Figure 46: Shopping statements, by demographics, 2008
                                                                                                                                                                                                                                  • Figure 47: Trends in individual sports/team sports/outdoor activities taken part in regularly, 2004-08
                                                                                                                                                                                                                                  • Figure 48: Trends in weekday hobbies and sport, 2004-08
                                                                                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                                                                                  • Figure 49: UK broadband penetration, by demographics, April 2009
                                                                                                                                                                                                                              • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                                  • Figure 50: Adspend, by sports category, 2006-08
                                                                                                                                                                                                                              • Appendix – What Sports Clothing They Buy

                                                                                                                                                                                                                                  • Figure 51: Most popular types of sports clothing bought in the last 12 months, by demographics, May 2009
                                                                                                                                                                                                                                  • Figure 52: Next most popular types of sports clothing bought in the last 12 months, by demographics, May 2009
                                                                                                                                                                                                                              • Appendix –Attitudes Towards Buying sports Clothing

                                                                                                                                                                                                                                  • Figure 53: Most popular statements on purchasing sports clothing, by demographics, May 2009
                                                                                                                                                                                                                                  • Figure 54: Next most popular statements on purchasing sports clothing, by demographics, May 2009
                                                                                                                                                                                                                              • Appendix – Attitudes Towards Sports Clothing

                                                                                                                                                                                                                                  • Figure 55: Attitudes towards sports clothing, by demographics, May 2009
                                                                                                                                                                                                                                  • Figure 56: Most popular types of sports clothing, by statements on purchasing sports clothing, May 2009
                                                                                                                                                                                                                                  • Figure 57: Most popular types of sports clothing, by statements on purchasing sports clothing, May 2009
                                                                                                                                                                                                                                  • Figure 58: Most popular statements on purchasing sports clothing, by types of sports clothing bought in the last 12 months, May 2009
                                                                                                                                                                                                                                  • Figure 59: Most popular statements on purchasing sports clothing, by types of sports clothing bought, May 2009
                                                                                                                                                                                                                                  • Figure 60: Types of sports clothing bought in the last 12 months, by attitudes towards sports clothing, May 2009
                                                                                                                                                                                                                                  • Figure 61: Most popular attitudes towards sports clothing, by types of sports clothing bought in the last 12 months, May 2009
                                                                                                                                                                                                                                  • Figure 62: Next most popular attitudes towards sports clothing, by types of sports clothing bought in the last 12 months, May 2009
                                                                                                                                                                                                                                  • Figure 63: Statements on purchasing sports clothing, by attitudes towards sports clothing, May 2009
                                                                                                                                                                                                                                  • Figure 64: Most popular attitudes towards sports clothing, by statements on purchasing sports clothing, May 2009
                                                                                                                                                                                                                                  • Figure 65: Next most popular attitudes towards sports clothing, by statements on purchasing sports clothing, May 2009
                                                                                                                                                                                                                              • Appendix – Consumer Typologies

                                                                                                                                                                                                                                  • Figure 66: Statements on purchasing sports clothing and attitudes towards sports clothing, by target groups, May 2009
                                                                                                                                                                                                                                  • Figure 67: Target groups, by demographics, May 2009
                                                                                                                                                                                                                                  • Figure 68: Types of sports clothing bought in the last 12 months, by target groups, May 2009

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Adidas
                                                                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                              • Amazon.co.uk
                                                                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                                                                              • Blacks Outdoor Retail Ltd
                                                                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                              • Cancer Research UK
                                                                                                                                                                                                                              • Chausport
                                                                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                                                                              • Competition Commission
                                                                                                                                                                                                                              • Converse, Inc
                                                                                                                                                                                                                              • Debenhams Total (GTV)
                                                                                                                                                                                                                              • Def Jam Recordings
                                                                                                                                                                                                                              • Ellesse Ltd
                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                                                                                              • Hargreaves (Sports) Ltd
                                                                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                                                                              • JD Sports Fashion plc
                                                                                                                                                                                                                              • JJB Sports Plc
                                                                                                                                                                                                                              • John Lewis Plc (department store)
                                                                                                                                                                                                                              • Kangol
                                                                                                                                                                                                                              • Lacoste
                                                                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                                                                              • Lillywhites Ltd
                                                                                                                                                                                                                              • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                                                                              • Matalan Ltd
                                                                                                                                                                                                                              • Net-A-Porter Ltd
                                                                                                                                                                                                                              • Nike
                                                                                                                                                                                                                              • Ofcom
                                                                                                                                                                                                                              • Office for National Statistics
                                                                                                                                                                                                                              • Office of Fair Trading
                                                                                                                                                                                                                              • Original Shoe Company Ltd
                                                                                                                                                                                                                              • Pentland Group PLC
                                                                                                                                                                                                                              • Primark Stores Ltd
                                                                                                                                                                                                                              • Quiksilver, Inc.
                                                                                                                                                                                                                              • Reebok International Ltd
                                                                                                                                                                                                                              • Schuh Ltd
                                                                                                                                                                                                                              • Selfridges Retail Ltd
                                                                                                                                                                                                                              • Shop Direct Group
                                                                                                                                                                                                                              • Sony (UK) Ltd
                                                                                                                                                                                                                              • Sports Direct UK
                                                                                                                                                                                                                              • Sports Industry Research Centre
                                                                                                                                                                                                                              • Stella McCartney
                                                                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                                                                              • The North Face Inc.
                                                                                                                                                                                                                              • Timberland UK Ltd
                                                                                                                                                                                                                              • Topman old
                                                                                                                                                                                                                              • Topshop old
                                                                                                                                                                                                                              • Umbro International Limited
                                                                                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                                                                                              • Waitrose
                                                                                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                                                                                              Sports Clothing and Footwear - UK - September 2009

                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)