The Two Sides of Europe: Parallel Strategic Challenges in Sportswear

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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