Global value sales of sportswear grew by 4% in 2017, benefiting from more consumers exercising, and the desire to project an image of health on social media. To differentiate their offer, sportswear brands will collaborate with designers and use tech wearables, and also increasingly compete on sustainability. As digitalisation challenges traditional retail, brands will continue to introduce experiential features online and offline, while trying to get a slice of the booming resale market.
With the continued casualisation of dress codes and the rise of social media, the influence of sports on consumers’ lifestyles is not restricted to fashion any longer, but extends to a variety of categories, from accessories to nutrition.
Collaborations between sportswear brands and designers are intensifying and multiplying as a way to offer consumers hype and novelty, as millennials and Gen Z seek to be distinct from others and to build their “brand me”, both online and offline.
Sportswear brands are increasingly competing in the area of sustainability, which resonates particularly well with outdoor sports fanatics. From changing their supply chains to launching upcycled garments, sportswear players are stepping-up their eco-friendly commitments.
As urbanisation rises around the world and metropoles not only concentrate purchasing power, but also influence the surrounding populations, sportswear brands are increasingly focusing on a local marketing approach for global success.
As connected consumers are disregarding the conventions of traditional retail, fashion and sportswear brands seek to grow experiential shopping to attract consumers’ attention.
Fashion and sportswear brands will increasingly try to get a slice of the resale market, which is set to account for a third of US wardrobes by 2030, as data-driven second-hand clothing platforms such as ThredUP, Grailed and Depop flourish.
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