the sportswear market | France

1.1 Presentation of the sportswear market

"Sportswear " or".. sports garments "is a category of clothing that initially covers the clothing dedicated to the practice of sport individual or collective, and designed according to the characteristics that improve the performance of athletes and provide them with comfort and technicality

However, over the last two decades, it has been observed that the use of these garments has increased and is no longer exclusively devoted to the practice of sports activities. In fact, the sportswear fact is now  strongly rooted in the clothing habits of the French, because of the comfort they provide and the efforts made by manufacturers to make them more comfortable and more aesthetic. Thus, the sportswear has evolved from a strictly sporting use to a more varied use (sport, daily life, work) and today constitutes a dressing style for a lot of people;

The sports market is considered to be one of the most dynamic markets in recent years and the sportswear has not escaped this growth, both in France and abroad. The sportswear is even the main component of the sports market in France: it represents almost 60% of the sporting goods market in the country. This is due in part to the increased growth in sports participation, but also to the development of the sportswear lifestyle and his promotion.

These changes create new challenges and problems for the players in this market, who must adapt to changing consumer habits and face the emergence of new players willing to enter this dynamic market.

In terms of players, the market is strongly dominated by the large multi-sport retailers (such as Decathlon and Intersport), which account for around 80% of the total market.