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- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 25/06/2023
Summary and extracts
1 Synthèse du marché
1.1 Définition et périmètre d'étude
"Sportswear" ou "vêtements de sport" est une catégorie de vêtements qui couvre initialement les vêtements dédiés à la pratique sportive individuelle ou collective, et conçue en fonction des caractéristiques qui améliorent les performances des athlètes et leur apportent confort et technicité.
La sensibilité accrue à un mode de vie sain, ainsi que la popularité croissante des majeurs évènements sportifs stimulent la croissance du marché. Cependant, au cours des deux dernières décennies, l'utilisation de ces vêtements s'est accrue et n'est plus exclusivement consacrée à la pratique d'activités sportives.
Le marché mondial du sportwear est très dynamique, avec un taux de croissance annuel composé estimé à 10.4% entre 2019 et 2025. Bien que les Etats-Unis dominent le marché du sportwear, notamment grâce à la présence d’industriels clé tel que Nike ou Adidas, l’Asie-Pacifique devrait enregistrer le TCAC le plus élevé (11%) entre 2019 et 2025, du a l’amélioration du niveau de vie, les faibles coûts de fabrication et l'augmentation des niveaux de revenus dans cette région.
Le chiffre d’affaires du marché du sportswear italien a diminué de 16% en 2020. Cependant, les prévisions indiquent un TCAC de 4% jusqu’en 2025. Le marché est dominé par Nike et Adidas. Ces deux marques sont également omniprésentes dans le monde du football italien, élément clé pour l’image de marque.
La pandémie de Covid 19 à fortement touché le marché du sportswear en Italie. Les consommateurs italiens ont en effet préféré rester prudent et donner la priorité aux produits considérés comme essentiels. En revanche, le segment des vêtements de sport a mieux résisté à la crise que l’industrie de la mode, avec une baisse des ventes moins importante que la performance globale du secteur. De plus, le canal de l’e-commerce a progressé durant la crise, et les confinements ainsi que l’essor du télétravail ont suscité un intérêt croissant pour les vêtements de sport.
List of charts
- Sportswear Market - Main Players
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Latest news
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
- The network has 1,751 stores worldwide.
- Décathlon has just sold the walls of 90 of its stores for 600 million euros.
- The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
- The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.
Adidas still going strong despite the Kanye West scandal. - 20/11/2023
- Adidas had a colossal stock of Yeezy sneakers, estimated at over a billion euros.
- Yeezy sneaker sales accounted for 7% of Adidas sales.
- Adidas organized two massive destocking operations, generating 400 million euros in the first online sale and almost the same amount in the second.
- Resale prices for Yeezy sneakers vary between 100 and 300 euros.
Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
- Number of Decathlon employees in Israel: 500
- Number of Decathlon stores in Israel: 10
- Most popular sector: Camping
Decathlon changes strategy - 22/07/2023
- Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
- The company aims to reduce the in-store offer by 20% by streamlining its brands.
- The company has 1,751 stores worldwide, including 325 in France.
- In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
- Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
- Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
- Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
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le marché des vêtements de sport | Italie
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