COVID-19 has significantly changed consumers’ behaviour towards healthy living, a trend that has become top-of-mind in every aspect of their lives in 2021. Despite gym closures and severe lockdowns, an increasing number of Chileans are turning to sports as a way of stay physically fit and to cope with the psychological impact of the situation.
Home seclusion changed clothing habits in Chile, and in the absence of social gatherings, the priority was casual and comfortable apparel, which some local consumers referred to as “homewear”. Sweatpants and fashionable sportswear in general became the new normal.
At the beginning of 2020, Under Armour announced a shift in its sales strategy, increasing its marketing and product investment while outsourcing the distribution to local operators and, by doing so, focusing on top-of-funnel activities. As part of this strategy, Forus won exclusive rights to distribute Under Armour in Chile.
The reopening of the local economy during 2021 only reinforced the trend for outdoor activities including exercise, with activities such as trekking and being in nature to avoid crowded places becoming commonplace. This has driven new demand for sportswear from consumers previously unaware of or not interested in specific items for these types of activities.
Apparel in general, and fast fashion in particular, is perceived as a major polluter in terms of waste and its impact on the environment. This is driving the increasing pursuit of certification and textile innovations to include environmentally-friendly processes, cleaner packaging and in some cases, high-tech textiles that require less washing.
Counterfeit and illegal goods are extremely common in sportswear, but they struggle to cannibalise sales from genuine brands for two main reasons, as consumers of both are two very different groups. There is no consumer migration from official to illegal markets.
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Understand the latest market trends and future growth opportunities for the Sportswear industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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