Sportswear in France

PROSPECTS

Athleisure trend continues to underpin expansion of sportswear

Sportswear posted the fastest growth in current value sales of any of the main categories in the French apparel and footwear market in 2019, and looks set to remain the most dynamic performer in this respect over the forecast period. This is partly explained by the fact that rising health awareness is leading more people to regularly partake in sports and fitness activities.

Sportswear brands increasingly focused on targeting women

Women represent an increasingly important target demographic for sportswear brands in France. More French women than ever before now participate in sports and fitness activities, while local media coverage of female athletes and women’s sports is on the rise.

Football jerseys become more fashionable among French consumers

Strong demand for licensed jerseys from both club and national football teams will continue to boost growth in sportswear current value sales over the forecast period. Once mainly favoured by young suburban men, these garments are increasingly worn by male and female consumers of all ages.

COMPETITIVE LANDSCAPE

Nike benefits from football partnerships as adidas is hit by supply chain issues

Nike remained the leading brand in sportswear in 2019, with adidas placing second. Nike recorded faster current value growth than the entire category for a second consecutive year, with the success of various teams for which it is the official kit supplier boosting sales.

Decathlon’s strategic focus on in-house brands proves a boon for Intersport

For the second year in a row, Intersport outperformed main rival Decathlon in the French sportswear category in 2019. This was partly due to actions taken by Intersport, including the opening of several more stores, the launch of a new home delivery service, aggressive price promotions and the expansion of its children’s apparel and footwear assortments.

Expansion of women’s sportswear ranges remains a priority for Decathlon

With sports and fitness activities becoming more popular among women in France, Decathlon is increasingly focused on catering to this consumer group. The chain offers an extensive range of women’s sports apparel and footwear under its own in-house brands, including jerseys, shorts, tracksuits, trainers and boots.

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