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1.1 Market definition

A sports article can be defined as equipment used to practice a sport . It can be clothing (shoes, jersey, etc.), equipment (tennis rackets, football, handball, etc.) or even machines, particularly those used for weight training (rowing machines or mats for example) Talking about the market means talking about two aspects, manufacturing and distribution .

Care must be taken to distinguish between sports goods and sports equipment, the latter designating a facility or construction that allows the practice of one or more sports

Nevertheless, the sportswear ...a type of clothing whose style was thought up in the United States, can be considered as sporting goods Although this is more of a clothing trend than real items developed for sports practice. This study will therefore focus as much on sportswear for the practice of sports as on sportswear for the practice of sport sportswear .

In a market once made up of small family businesses, the last few decades have definitively changed the established order. Production is no longer the same, transformed by technological innovations and globalisation; and large companies, such as Decathlon and Intersport, have taken over the distribution of sports goods. In addition, more and more startups are trying to succeed in a high-potential market.


1.2 A fast-growing global market

The sale of sporting goods in the world in **** represented a *** billion dollar market according to the figures of Capitalmind . One third of this market is controlled by ** major sports brands, the main ones being Intersport, Decathlon and Dick's Sporting Goods
Sa growth the same year was *,*% . According to the consulting ...

1.3 A slightly growing national market

According to the figures communicated by the Sport Union and taken over by the Ecomedia group on the sports goods market (***), an estimate close to that of Statista for the period **** - ****, in *% growth compared to ****

Precisely, the manufacture of sports articles in the territory is relatively important and generates revenues ...

1.4 Market Specifics

A distribution market controlled by generalists
One of the particularities of the sporting goods distribution sector is the great importance of some big names Decathlon , Intersport , Go Sport and Sport **** have managed to establish themselves throughout the country, totalling thousands of sports shops. The small non-specialized businesses face difficulties and are ...


2.1 Structural and cyclical demand

The growth of sports practice in France
The current evolution of lifestyles (***) when it was only **% in **** according to figures from the Ministry of Sport, whose reports are available here

Source: ****
This increased practice necessarily implies a higher demand for sporting goods The new system will be the first of its ...

2.2 New audience, new practices and innovations

Enlargement towards segments with little or no sporting activity
The future for manufacturers and distributors of sporting goods lies in the sale of products to underdeveloped segments . Brands pay special attention to women . According to Union Sport et Cycle In ****, they will account for **% of the sports textile market, and will ...

2.3 Reasons for not practicing sports

The INJEP report can be taken from the INJEP report, which gives a picture of the non-practitioners and their reasons for not doing sport

Source: ****
This graph shows that the more the French advance in life, the less they'll do sports .
Source: ****
Although the previous graph could be linked to age, ...


3.1 Forces involved and organisation of the sector

The value chain in the French sporting goods market can be broken down as follows two main categories: manufacturers and distributors . However, as stated Sport Union In the following paragraphs, further details can be given. Indeed the association identifies * main types of manufacturers (***):
the new entrants The Group's activities in emerging ...

3.2 Production in several stages

The production process depends on the product. However.., the preliminary stage is always the same needs analysis jocks. Comes then the design products. Designers and engineers, more or less numerous depending on the technical nature of the product, work together to design the product so that it complies with the specifications ...

3.3 Distribution is carried out by brands more or less involved in the manufacturing process

According to the report PIPAME In this context, we can distinguish * types of companies (***).
Companies that distribute products designed, manufactured or assembled in France The manufacturers (***) produce their articles, part of which is made in France. They have no distribution network of their own. The manufacturer-distributors (***) produce their articles, part of ...


4.1 An abundance of products

There is a multitude of sports articles available on the market . The most are simple and generally bring little added value (***):

Source: ****

4.2 Variable prices

First price brands these generally offer affordable products for everyone, without any particular visual distinction. This allows them to aim for a broad public and to make sport affordable to all, for people with disabilities prices from *€ to **€ depending on the product. Among the brands lowcost we find Artengo and Kalenji ...


5.1 Regulations

Textile products are in particular subject to transparency obligations in terms of product composition. According to the DGCCRF : " The labelling or marking of textile products is covered by a Community text, directly applicable in all Member States "
With respect to the sportswear In particular, trademarks are threatened by counterfeiting. According to ...


6.1 Segmentation

  • Rossignol
  • Salomon
  • Babolat
  • PIQ
  • Decathlon
  • Intersport
  • Go Sport
  • Adidas
  • Nike
  • Puma
  • Courir
  • Foot Locker
  • Sunset Sport
  • Glisshop

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Mathieu Luinaud

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Pierre Doussau

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