Sportswear in Australia

PROSPECTS

Athleisure is here to stay

The athleisure trend is not expected to fade any time soon, and there are no signs of it slowing down either. Athleisure is growing across different demographics, providing increased opportunities for companies to innovate both in terms of products and designs.

Growing demand for functional sportswear

Activewear is not only limited to gyms or sports any more, and hence companies need to incorporate other functional elements into activewear. Companies should be working on producing activewear that is durable, breathable and can be used for a variety of purposes.

Marketing body confidence

Imagery is key, particularly when it comes to activewear; sportswear companies should therefore try and change the way women see themselves. They should market activewear depicting more realistic body types rather than the perfect body type as defined by society.

COMPETITIVE LANDSCAPE

Lululemon Athletica climbs the rankings

Lululemon Athletica has been able to successfully increase its share in sportswear by improving its online presence and online conversions. Online platform enhancements, in the form of website upgrades and improvement of images and visual merchandising, such as presentation of outfit possibilities, has increased its online sales.

Competition intensifying with new international players entering

The rising demand for sports apparel and footwear has pushed companies to compete by differentiating, enabling them to potentially secure extra sales in this profitable space. The sportswear industry is a highly fragmented one, with players competing on prices.

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