Sportswear in Romania

PROSPECTS

New trends of wearing sportswear for everyday use support growth

Sportswear recorded strong double-digit current retail value growth in 2019 and is expected to continue to do so over the forecast period. New fashion trends promoting sportswear for everyday use and not only for sports activities were the major drivers in 2019.

Sports-inspired footwear set to continue to record the strongest current value growth

Sport-inspired footwear recorded the strongest current retail value growth in 2019 and is expected to maintain this performance over the forecast period, boosted by the widening availability of collections offered by major footwear market players, including domestic companies. The so called “Sneaker-mania” or “ugly-shoes trend” is prevailing, and it appears that the trend of ugly shoes, with futuristic designs of the sole, is likely to remain popular for some time.

Expansion of branded store networks supports growth

Branded store networks focused intensely on expanding their outlet networks in 2019. Mono-brand stores such as adidas and Nike all increased their retail value share, supported by investment in new outlets.

COMPETITIVE LANDSCAPE

International brands gain ground

Internationally renowned sportswear brands, including adidas, Nike and Puma, gained ground at the expense of smaller brands and private label sportswear products in 2019. This trend was supported by growing consumer disposable incomes and the expansion of the sports good store networks of these well-known brands.

Decathlon maintains its lead

Decathlon (by Rouma Sport Distribution) rapidly established itself as the leader in sportswear in Romania after its entry to the country at the beginning of the review period. Its extensive expansion, combined with strong marketing of its private label lines, raised consumer awareness of Decathlon.

Female consumers expected to become the main purchasers of sportswear

The diversity offered by fast fashion retailers and the comfort of fast fashion sportswear collections are expected to continue raising consumer awareness of sportswear and drive sales going forward. Female consumers are purchasing more sportswear.

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