Sportswear in Hong Kong, China

PROSPECTS

Active lifestyles boost sportswear

Sportswear brands have prospered since the rise of the athleisure trend in Asia Pacific. The trend of Hong Kongers striving for a healthier and more active lifestyle is showing no signs of slowing down.

Passing the baton from function to fashion

Performance apparel was once the anchor category of local sportswear, leading sales growth, despite the enduring influence of fashion trends over the sporting world. The rise of the athleisure and streetwear trends has weakened the boundaries between sport and fashion.

Premiumisation drives sales up

Time is money, and this is especially true in Hong Kong, being one of the most dynamic cities in the world. That is why people living there who adopt a healthy and active lifestyle usually have better spending power.

COMPETITIVE LANDSCAPE

Shifting away from department stores

Sportswear brands have rapidly expanded their retail networks in Hong Kong to boost their retail sales. Department stores, however, has become a less favourable choice as a retail channel compared with multi- and mono-brand stores.

New Balance is well placed to challenge strongly

New Balance has steadily increased its presence in sports apparel in Hong Kong over the past decade. As sportswear sales rise rapidly, the company has successfully explored its new growth opportunity in sports apparel.

Fila competes through aggressive shop expansion

The Italy-founded, Korean-owned athleisure brand Fila is undergoing aggressive outlet expansion and increased its physical retail units to 22 in 2018, a number that includes its latest store opening, its concept store in Causeway Bay. Local celebrities Juno Mak and Kay Tse were also invited to attend the opening ceremony of the store.

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