Sportswear retained demand in 2020 despite the lockdown and home seclusion measures introduced to stem the spread of Coronavirus (COVID-19). Indeed, long periods in the home encouraged the wearing of athletic and casual wear for comfort.
The growth of sportswear has attracted new brands into Canada, thereby increasing the availability and range of brands for consumers and intensifying the competition. For example, Gap Canada shut down some of its premium-priced Banana Republic outlets, while opening new stores of its Athleta women’s sportswear banner.
Brand owners and retailers developed or expanded brick-and-mortar operations with a view to creating unique in-store experiences, even as e-commerce continued to register solid sales growth in 2021, For example, the multibrand sportswear retailer Foot Locker, which sells brands like adidas, New Balance and Nike, opened Community Power flagships concept stores in Toronto and Vancouver. The stores aim to offer an elevated shopping experience.
Robust retail value (constant 2021 prices) growth is expected in all sportswear categories over the forecast period. The athleisure trend is set to continue to burgeon, with more casual and sports-inspired clothing and footwear becoming increasingly acceptable inside and outside the workplace, for example.
As in the review period, sustainability and ethical issues are expected to continue to resonate with consumers moving forwards, and brand owners will need to address these concerns. Outdoor sportswear brands will need to be especially responsive, as their core demographic spends significant time outdoors and is highly aware of sustainability issues.
Brand owners and consumers received a shock from the onset of COVID-19 in 2020. The closure of non-essential retailers as part of the measures to cope with the virus accelerated a shift to e-commerce and omnichannel strategies.
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Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
See All of Our DefinitionsThis report originates from Passport, our Sportswear research and analysis database.
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