Sportswear in Australia

PROSPECTS

Sportswear sees strong growth as the consumer base and usage occasions expand

Surveys suggest that Australians are willing to pay more for are comfort, durability, high quality and perfect fit. As these aspects are essential in sportswear, companies are required to offer a variety of long-lasting, quality products that provide comfort and support performance, as well as sizes that fit well.

Light, breathable, sustainable merino wool emerges as a “perfect” material

As the use of activewear is no longer confined to gyms or playing sport, companies are looking to incorporate other functional elements. There is likely to be a focus on producing activewear that is durable, breathable and can be used for a variety of purposes.

Wider range of shapes and sizes and more realistic advertising to lure more women

The pulling power of athletes, celebrities and influencers is strong in sportswear, as consumers like to purchase and don brands and products endorsed by their favourites. For example, Reebok uses a mix of celebrity, sports and consumer brand ambassadors to raise its profile and stimulate interest in its range.

COMPETITIVE LANDSCAPE

Upgrades, engagement and innovation help lululemon athletica gain value share

In 2019, lululemon athletica Australia continued to see the highest retail value share growth in sportswear. The player’s performance was supported by improvements to its e-commerce platform, in the form of website upgrades and enhanced images and visual merchandising, such as the presentation of outfit possibilities.

Small Australian brands come to the fore with sustainable activewear

Sportswear has witnessed a wave of sustainable activewear from small Australian brands. Sustainability is becoming a major issue in sportswear, since most activewear is made of polyester or nylon, which are non-biodegradable, and ends up in landfills since they cannot be broken down.

Growing influence of e-commerce intensifies pressure on store and online players

The category saw significant company activity at the end of the review period. Notably, in outdoor apparel, Spotlight Group, the owner of the Anaconda brand, acquired Mountain Designs in 2018.

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