Sports culture is emerging as a powerful driver of premium value for fashion brands. Consumers buy sports-inspired fashion not just for sport itself, but for the identities, communities and lifestyles it represents.
Sports culture is emerging as a powerful driver of premium value for fashion brands. Consumers buy sports-inspired fashion not just for sport itself, but for the identities, communities and lifestyles it represents. Brands need to evolve from using sports elements to building sports culture, bringing together identity, lifestyle experiences and brand value to create brand premium and support sustained growth.
Qiqian Li, Senior Research Analyst – Luxury & Fashion, China
In this Report, fashion primarily refers to the traditional fashion sector, focusing on categories such as apparel, footwear and accessories. It covers luxury brands, mass-market fashion brands, trend-led brands, designer brands, sports brands and white-label brands. Sports culture in this Report refers to the set of lifestyles, values, social relationships and aesthetic expressions that develop around sports participation. It encompasses how people view sport and how they use sport to express their attitudes towards life and their sense of identity.
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