Sportswear in Romania

PROSPECTS

Healthy lifestyles and social responsibility boost sales of sportswear

The double-digit current value growth in sportswear in 2018 was sustained by the healthy living trend. The increasing popularity of having a balance between life and work, exercising and eating healthily, can be seen in the growing number of gym subscriptions and people running in parks.

The focus of fast fashion on sportswear raises consumers’ awareness

The penetration of fast fashion into sportswear increased consumer awareness of such apparel and footwear. Not only did such products become more available due to the expansion of fast fashion outlets, but their price positioning made sportswear more accessible to consumers who could not afford to buy popular brands such as Nike or adidas.

Growth in outdoor apparel is sustained by the popularity of skate parks

In the context of urbanisation in Romania, a very popular outdoor activity amongst generation Z in big cities has become gathering in skate parks. In the review period, and very visible in 2018, the importance and popularity of skate parks continued growing and created room for a niche but fast-growing apparel category, outdoor apparel.

COMPETITIVE LANDSCAPE

Decathlon’s expansion boosts its sales

In the review period, Decathlon (from Rouma Sport Distribution) established itself as the leader in sportswear in Romania. Its extensive expansion, combined with the intensive marketing of its private label lines, raised consumers’ awareness of Decathlon.

Internet retailing supports the positions of Nike and adidas

As big companies such as Decathlon are focusing their marketing activities on promoting their private label lines, the share of well-known brands is suffering. The most affected brands are adidas and Nike, which are seen as high-priced products by a significant number of consumers.

The growth of fast fashion in sportswear in the forecast period

In the coming five years, the diversity offered by fast fashion retailers and the comfort of fast fashion sportswear collections are expected to continue raising consumers’ awareness of sportswear and drive sales. The prices of such products are also accessible to consumers, and their widening availability across the country will contribute to growth.

Files are delivered directly into your account within a few minutes of purchase.