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MP18028

MAPS SPORTS CLOTHING 1998

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Table of Contents

Executive Summary

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EXECUTIVE SUMMARY

This report examines the market for sports clothing in the UK. The background to the industry is outlined and the trends in the market are discussed and analysed. Key market factors are discussed with relation to the sports clothing. The report concludes by forecasting changes in the mid term, with market forecasts up to 2002.

The increased interest and participation in sport that started in the 1980s has continued into the 1990s and the sports clothing market has consequently shown strong growth over the review period. The total sports clothing market was worth over £1.5 billion in 1997, showing an increase of 21 percent over 1992.

Walking and swimming are the most popular sporting activities, with these having the highest proportion of consumers buying swimwear or weatherproofs. Demographic factors, such as the ageing nature of the population and the increase in the number of women in employment, are likely to continue to be of benefit to these markets.

The largest individual sports clothing markets are the weatherproofs sector, valued at £363 million in 1997, followed by the aerobics & keep fit market worth £312 million and the swimwear market accounting for £192 million in retail sales in 1997. The football and rugby clothing markets are the fastest growing sectors, due largely to the increase in sales of replica kits and shirts. The total football & rugby clothing market was worth £174 million in 1997, an increase of 90 percent on 1992.

Another fast growing sector is the weatherproofs market which grew by 29 percent between 1992 and 1997. This has partly been due to the increase in interest in walking and other outdoor activities and has been boosted by the development of new materials for clothing such as Gore-tex and fleece materials. However, growth has also been due to fashion influences, with the rugged outdoor look having replaced the tracksuit and trainers look as the fashionable casual wear image in the 1990s. The garish colours of the typical 1980s shell suit have given way to more muted natural colours and fabrics, with fleece jackets also becoming popular as general leisure wear tops and jackets.

The weakest sector in terms of overall market performance over the review period is the ski-wear market, which has declined by 4 percent to £39 million in 1997. This has been due to the decline in the numbers of people taking ski holidays, with increased holiday prices and predominantly unfavourable exchange rates - although the ski season 199798 has been good for UK consumers. There has also been a decline in the market for ski-wear being worn as general casual wear, a fashion which died out in the early 1990s to a large extent.

The overall sports wear market is dominated by the global sports brands such as Reebok, Nike and Adidas, who have the financial muscle to launch major promotional campaigns to support their products. The major brands are strongest in sectors such as aerobicskeep fit wear and tracksuits and in football clothing, with specialist suppliers playing an important role in individual product sectors. In the weatherproofs market, Berghaus is the leading brand, whilst Speedo and Arena dominate the branded swimwear sector. Umbro dominate the football clothing market, especially the replica kits sector.

The retailing of sports clothing has become increasingly diverse and fragmented in recent years due mainly to the influences of fashion on the whole market. Whilst dominated by specialist sports retailers in the past, there is now increasing crossover between the sports and casual wear markets, with the result that general clothing retailers now sell a large proportion of sports clothing, accounting for just over a quarter of total sales in 1997, with sports specialists (multiples and independents) accounting for just over 20 percent of the market.

The role of retailer own labels and unbranded sports clothing is of increasing importance, especially at the budget end of the market and amongst those who are less brand conscious and merely want a practical and functional garment. Branding is generally of most importance to the younger age groups, to whom ‘street fashion’ is an issue and the ‘right’ brand of great significance.

Total above-the-line advertising expenditure was approximately £10 million in 1997 and likely to be considerably higher in 1998 due to the number of major sporting events such as football’s World Cup (to be held in France) and the Winter Olympic Games. Advertising is dominated by the major brands such as Reebok, Nike and Adidas, with advertising usually generic rather than product specific, and often featuring major sporting personalities. Expenditure is usually timed to coincide with sporting occasions in order to maximise exposure. Sponsorship of individual teams and players is also an increasingly popular way for sports clothing manufacturers to promote their brands.

All major sports clothing sectors are expected to show strong growth between 1997 and 2002, with the total market forecast to grow by 25 percent over the period to reach £1.9 billion in 2002. There is likely to be increased crossover between the casual leisure wear and sports clothing markets, with fashion continuing to play an important role in the overall market, causing some markets to temporarily expand regardless of participation levels in the particular sport.

Text © 1998 MAPS

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