MARKET OVERVIEW
1.1 Overview of the sportswear market
"Sportswear" or "sportswear" is a category of clothing that initially covered garments dedicated to individual or collective sports practice, and designed according to features that enhance athletes' performance and provide them with comfort and technicality.
Over the past two decades, however, the use of such garments has increased and is no longer exclusively dedicated to sporting activities. For reasons of comfort and aesthetics, sportswear has become an integral part of French people's clothing habits. Thus, sportswear has evolved from a strictly sporting use to a more varied one (sport, daily life), and today constitutes a style of dress for many people.
The sports market is considered one of the most dynamic markets of recent years, and sportswear is no exception to this growth, both in France and abroad. In fact, sportswear is the main component of the sports market in France, accounting for almost 60% of the country's sporting goods market . This is due in part to the growth in sporting activities, but also to the development and promotion of lifestyle sportswear.
These changes are creating new challenges and problems for market players, who must adapt to changing consumer habits and cope with the emergence of new players keen to enter this dynamic market.
Worldwide, the sector is expected to grow at a CAGR of 6.1% between 2022 and 2026.
In terms of players, the French market is dominated by major multisport retailers (such as Decathlon and Intersport), which account for around 80% of the total market.
1.2 A booming global market
The global apparel and footwear market has grown steadily over the past ten years, reaching $*,*** billion in **** according to Fashion United. The sportswear market has followed the same growth dynamic, reinforced by consumers' rising disposable incomes and their desire to maintain good physical condition. A **** study by Research and Markets estimates ...
1.3 National sportswear market follows global trend
In France, despite an inflationary context, the apparel market shows sustained growth in ****, with sales up by around *% vs. ****, according to the Observatoire Economique de l'Institut Français de la Mode (***).
Union Sport et Cycle forecasts **% growth in sales of sporting goods sold in stores and online in the first half ...
1.4 Foreign trade in sportswear
France's trade balance in the sportswear segment is largely negative: in a market where products are largely produced in Asia, it is a major importer from other parts of the world. The United Nations database, which records world trade data, gives us some figures for the category comprising tracksuits, skiwear and ...
DEMAND ANALYSIS
2.1 Determinants of demand for sportswear
*. Demand correlated with growth in sporting activities
A major factor in the growth in demand for sportswear is the development of sporting activities in general. While some sport is practised purely for leisure, others are motivated by a growing awareness, or even a tendency, to practise sport for health or aesthetic ...
2.2 Dynamics and trends in sportswear demand
*. Growing demand for high-end sportswear
As sportswear becomes an integral part of consumers' daily lives, it is becoming a style in its own right, even a social symbol of a successful life combining career, diet and fitness. The demand for high-end, even luxury sportswear is growing, as it reflects this type ...
MARKET STRUCTURE
3.1 The organization and dynamics of the sportswear market
The sportswear market is organized around players who can be divided into two categories:
Players specializing in the sale of sporting goods, who account for **% of market share (***). Non-specialized players with a much smaller market share: these are generally generalist sales networks and wholesale distribution chains (***).
In view of new market ...
3.2 Sportswear distribution networks in France
The "Union Sport et Cycle" has drawn up a typology of sporting goods retailers. The main categories in France are :
Specialist multisport superstores (***); Specialized retailers with an offer focused on a particular sport, selling mainly in their physical outlets and secondarily online. Multisport importers/distributors (***). Agents, who are store networks that ...
3.3 Market players
Although the number of companies operating under NAF code **.**Z rose slightly between **** and ****, the trend has been rather stagnant in recent years. In ****, *,*** companies operated under this code.
Number of companies registered under NAF code ****Z (***) France, ****-****, in units Source: ****
In terms of the regional distribution of specialist sporting ...
OFFER ANALYSIS
4.1 Physical retailing, the main source of clothing supplies
Today's sportswear offer is mainly made up of players operating in the physical retail sector:
Private label distributors such as Nike, Adidas, Lacoste, Le Coq Sportif and Quicksilver. These brands are aimed at the general public and are mainly positioned in the mid-range segment, with a small part of their offer ...
4.2 The development of online sales will upset the current balance
The existing balance, characterized by the preponderance of physical sales in the sportswear market, is not immune to the threat posed by the explosion of e-commerce.
In a context where footfall in so-called physical stores has not yet returned to pre-**** levels, physical players in the sportswear trade need to modify, ...
REGULATIONS
5.1 Regulation of the sportswear market
The trade and manufacture of sportswear are not subject to any particular regulations, nor are they any different from the trade and manufacture of clothing in general. In addition to the legal and tax legislation governing these activities, we can cite the following, as indicated by Crédit Agricole:
This activity ...
POSITIONING THE PLAYERS
6.1 Segmentation
- Sport 2000
- Go Sport France
- Adidas
- Puma Groupe
- Quiksilver Bilabong
- Lacoste Groupe
- Le Coq Sportif (LCS International)
- Foot Locker
- Courir France
- Intersport France
- Under Armour
- Patagonia
- Lululemon Athetica
- Picture Organic Clothing
- Oakley
- Odlo
- Columbia Sports Wear
- Helly Hansen
- The North Face
- Blizzard (Tecnica)
- Nordica (Tecnica Group)
- Millet
- BasicNet Group (Superga, K-Way)
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Reviews (3)
The sportswear market - France
Publicado en 09/11/2022 by Henri Pierre Ouhibi - Viager consulting
Étude intéressante, mais un tout petit peu courte et manquant de référence pour ma part.
The sportswear market - France
Publicado en 08/08/2022 by Domaine Saint Roch - Domaine Saint Roch
Operational
The sportswear market - France
Publicado en 16/11/2021 by Magalie Gomis
Clear and synthetic presentation.
Businesscoot Response:
Hello Magalie, We thank you for your opinion, and are happy to read that you are satisfied with this study.