Sportswear in Chile

PROSPECTS

Increasing participation in large sporting events increases sales of sportswear

During the review period, there was an increase in the number of sporting events, such as marathons, triathlons, ironman, among others which occurred in Santiago and the regions. These events are organised by public entities such as the National Sports Institute (IND), as well as by private organisations and sportswear companies.

Participation in specific sporting activities boosts sales of performance and outdoor apparel and footwear

Along with the increase in the participation of massive sporting events, there has also been an increase in participation in more specific sporting activities. This explains the increase in participation of Chilean consumers in various dance groups, private football leagues, trekking groups, mountaineering groups, among other activities.

Counterfeiting is not a strong issue in Chile

Local consumers are more likely to pay for original products due to low prices and seasonal discounting events as well as the kudos of owning an original branded product. However, there are certain areas in Santiago, such as the Persian market, known as "Persa Bio-Bio", where consumers can find a variety of counterfeit items such as t-shirts, shoes, coats, among others.

COMPETITIVE LANDSCAPE

Sponsorship of football teams remains successful strategy to boost sales

A successful strategy to increase sales and gain visibility remains the sponsorship of the main football teams in the country. adidas, the leading sportswear player, is the main sponsor of Universidad de Chile, while Under Armour has been the sponsor of Colo-Colo since 2013, which together with the good reputation of the brand has allowed it to quickly increase its value share.

Rapid growth of Comercial Madison due to outdoor brands

Comercial Madison rapidly gained value share during the review period. This company has made a name in Chilean apparel through the representation of several internationally outstanding brands, including The North Face, Mammut and Marmot, which are all present in the outdoor category.

Non-specialised sports brands are set to intensify competition

Competition from non-specialised sports brands is also set to grow over the coming years as an increasing number of companies will invest in sports collections. Consumers, particularly women, look for designer as well as functional apparel at reasonable prices, and it is in this area where non-specialised sports brands are expected to find space to grow.

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