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Strategy Briefing

The Two Sides of Europe: Parallel Strategic Challenges in Sportswear

51 pages, Aug 2012

US$2,000

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About This Report

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Sportswear brands exposed to the double whammy of an ageing demographic and an escalating debt crisis in Western Europe will need to be savvy in pricing and segmentation strategies, especially as fast fashion ramps up its sportswear participation. Will Poland, the Euro-Zone’s fastest growing economy, and Russia, with its increasingly sophisticated middle class, provide safe havens of growth? These two faces of Europe present key challenges in a tough global operating environment.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

What this report includes

Up-to-the minute analysis of the latest trends in the industry
New product development, forecasts and other themes
Unique graphics and illustrated case studies
Most recent brand and company news
New insight into the size and shape of the market

Why buy this report

Clear, concise powerpoint format makes it easy to digest
Leading industry opinion keeps you abreast of latest news and trends
Forward-looking outlook on a category, market or issue affecting the industry
Latest five year forecasts assess how the market is predicted to develop
Understand the competitive environment, the leading players and brands

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Introduction

Scope

Objectives

Key findings

The Global Context

Emerging markets prop up the global performance of apparel

Nike vs adidas and the emerging market battlegrounds

Opportunities in Eastern Europe vs stagnation in Western Europe

Super league of growth markets beef up global apparel value

The BRICs will continue to drive the global growth agenda

Where do Nike and adidas need to strengthen their positions?

The Challenge of Austerity-hit Western Europe

Prudence is the name of the game in austerity-hit Western Europe

Outdoor sportswear holds sway in Germany

Fashion dictates sportswear culture in Italy and France

Middle ground of UK apparel under downward pressure

Fast fashion and affordable luxury both present opportunity

The UK's Olympic spike will have negligible long-term impact

Crossover between sports and leisurewear grows in importance

The power of television media as the UK hunkers down

Fast fashion raises the competitive ante in Germany

Outdoor sportswear attracts a broad demographic mix

adidas leads ranking but is far from dominant in home market

Crisis unlocks opportunity for large-scale players in France

Sportswear categories show resilience as France tightens belt

Online platforms will drive competitive differentiation

Retail polarisation defines new apparel era in Italy

All sportswear categories under heavy pressure

Economic crisis presents opportunity for larger scale players

Spain's retail sector is bracing for worse to come

Spain's international sporting prowess is key to growth

Counterfeit sportswear could grow as the debt crisis deepens

Turkey is Western Europe's silver lining of growth

Youthful middle class heralds new era for sportswear

New mall culture presents opportunity for leading brands

The Opportunity of Eastern Europe

Russia spearheads Eastern European opportunity

Second and third tier towns are the next growth frontier in Russia

Everyday fashion drives sportswear demand

adidas on course to become a billion euro brand in Russia

Economic growth fuels spendthrift consumption in Poland

Cycling and fitness culture has boosted sportswear demand

Status consumption culture fuels sportswear opportunity

Poland and the Euro 2012 effect

Summary 1 Recommendations

Per capita spending reveals opportunities in East and West

The demographic challenge for sportswear

The retail challenge for sportswear

Summary 2 key growth opportunities by market

Report Definitions

Definitions

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Strategy Briefing

The Two Sides of Europe: Parallel Strategic Challenges in Sportswear

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

Key findings

The Global Context

Emerging markets prop up the global performance of apparel

Nike vs adidas and the emerging market battlegrounds

Opportunities in Eastern Europe vs stagnation in Western Europe

Super league of growth markets beef up global apparel value

The BRICs will continue to drive the global growth agenda

Where do Nike and adidas need to strengthen their positions?

The Challenge of Austerity-hit Western Europe

Prudence is the name of the game in austerity-hit Western Europe

Outdoor sportswear holds sway in Germany

Fashion dictates sportswear culture in Italy and France

Middle ground of UK apparel under downward pressure

Fast fashion and affordable luxury both present opportunity

The UK's Olympic spike will have negligible long-term impact

Crossover between sports and leisurewear grows in importance

The power of television media as the UK hunkers down

Fast fashion raises the competitive ante in Germany

Outdoor sportswear attracts a broad demographic mix

adidas leads ranking but is far from dominant in home market

Crisis unlocks opportunity for large-scale players in France

Sportswear categories show resilience as France tightens belt

Online platforms will drive competitive differentiation

Retail polarisation defines new apparel era in Italy

All sportswear categories under heavy pressure

Economic crisis presents opportunity for larger scale players

Spain's retail sector is bracing for worse to come

Spain's international sporting prowess is key to growth

Counterfeit sportswear could grow as the debt crisis deepens

Turkey is Western Europe's silver lining of growth

Youthful middle class heralds new era for sportswear

New mall culture presents opportunity for leading brands

The Opportunity of Eastern Europe

Russia spearheads Eastern European opportunity

Second and third tier towns are the next growth frontier in Russia

Everyday fashion drives sportswear demand

adidas on course to become a billion euro brand in Russia

Economic growth fuels spendthrift consumption in Poland

Cycling and fitness culture has boosted sportswear demand

Status consumption culture fuels sportswear opportunity

Poland and the Euro 2012 effect

Summary 1 Recommendations

Per capita spending reveals opportunities in East and West

The demographic challenge for sportswear

The retail challenge for sportswear

Summary 2 key growth opportunities by market

Report Definitions

Definitions

Why buy this report?

Want to find out more about this report?

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