Despite experiencing a contraction in value sales across the board in 2020, sportswear registered an excellent performance compared with formal apparel and footwear products. Sportswear benefited from growing demand for clothing that was comfortable to wear during the many months of lockdown in the country.
Although sportswear performed better than the industry average in 2020, consumer demand was focused on mid-priced sportswear brands. The average unit price of sportswear strongly increased during 2020 which combined with uncertainly about the future due to COVID-19 and diminishing purchasing power, meant consumer demand was focused on lower-cost alternatives such as Topper or Puma.
Prior to the pandemic, the e-commerce channel was dynamic for sportswear, and proved relatively immune to the impact of the economic crisis in 2018 and 2019. The ease with which consumers can compare prices, the convenience of e-commerce, the variety of products, and increasing number of participating players, all contributed to the channel’s strong performance.
Once the pandemic recedes, in a continuation of review period trends, more Argentineans will engage in physical activity as their awareness of health issues increases. Since the economic crisis but prior to the pandemic, the number of runners had been on the rise, with gyms adapting to demand with a growing number of promotions and discount offers.
According to industry sources there are several restrictions on imports of sportswear. Due to the low levels of foreign reserves, the Secretary of Commerce implemented barriers on imports which negatively impacted sportswear companies such as Nike, Avia and Skechers.
Despite the strong development of e-commerce, companies are not interested in closing down physical stores that are focused on sportswear. This is because they believe it is important to have a physical presence in key areas.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sportswear industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sportswear research and analysis database.
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