Sportswear in South Africa

PROSPECTS

Activewear trend moves sportswear into everyday use

Fashion trends remain hugely influential in shaping sales of sportswear. Sports apparel has increasingly evolved from traditional stretch leggings and loose shorts and shirts.

Focus on health and wellness boosts sports participation

Sportswear is also benefiting from a strengthening health and wellness trend in South Africa, with consumers increasingly interested in fitness and sports. South Africa has often been counted amongst the unhealthiest nations globally, with high obesity statistics and well as high levels of related chronic diseases.

Price concerns benefit affordable private label but also boost unbranded and counterfeit sales

Affordability is an increasingly important factor in sales of sportswear as the economy continues to underperform. Unemployment rates continue to increase, as do interest rates and the cost of goods and services.

COMPETITIVE LANDSCAPE

Sports sponsorship proves beneficial in boosting customer loyalty

Overall sportswear continues to be led by global brands adidas and Nike. These players offer a huge selection of sports apparel and footwear and benefit from widespread distribution, including through their own network of stores.

Price-sensitivity shapes shares as economic constraints bite

While adidas and Nike remain in the lead in sportswear, they were inevitably negatively impacted by the difficult economic scenario towards the end of the review period. Many consumers became less likely to replace items from these brands as frequently or switched to more affordable brands, second-hand options or even counterfeits.

Leading sports goods stores capitalise on demand for leading global brands

Foschini Group’s sports goods stores such as Sportscene have grown in consumer popularity as they have been able to capitalise on the continuing activewear trend, attracting consumers, especially young adults and teenagers. Leading international brands are the primary point of interest for these consumers, with Nike, adidas, Red Bat, Fila, New Balance, Vans and Kappa being among the most popular brands of 2019 in these stores.

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