1.1 Presentation of the sportswear market
« S portswear " is an English term meaning" sports clothing ».
It initially covers a category of clothing dedicated to sports practice individual or collective, and designed according to characteristics that improve the performance of athletes and provide them with comfort and technical skills.
Over the past two decades, however, it has been observed that the use of such clothing has increased and that it is no longer exclusively dedicated to the practice of sports activities. Indeed, the sportswear is now a part of the textile firmly rooted in the clothing habits of the French, because of the comfort they provide and the efforts made by the manufacturers of the sportswear to make more aesthetic clothes and promote them. As a result, the sportswear has moved from a strictly sporting use to a more varied use (sport, daily life, work) and is now a lifestyle in many people.
The sports market is considered to be one of the most dynamic markets in recent years and the sportswear does not escape this growth, in France and abroad. It is even the main component in France: valued at around 7 billion euros, it represents nearly 60% of the sports goods market in France. This is partly due to the expansion of mass sports, the development of the lifestyle sportswear and the promotion of it.
These changes create new challenges and problems for existing players in this market, who must adapt to changes in consumer habits and face the emergence of new players wishing to enter this dynamic market and source of new opportunities.
1.2 A constantly growing global market
The global clothing and footwear market has been growing steadily over the past decade. The market of the sportswear has logically experienced the same dynamic; the main growth driver has been the increase in consumers' disposable income as well as their willingness to maintain their physical condition .
Figures published by Euromonitor ...
1.3 The national sportswear market is following the global trend
While the the French Fashion Institute (***).
The Union Sport et Cycle announced in **** that the french sporting goods market had surpassed the ** billion euros in ****, in *% growth . Kantar World Panel indicated that the sportswear french was at *.* billion euros after an increase of €* billion over the last five years.
In Europe, ...
2.1 Determinants of demand for sportswear
A demand naturally correlated with sports practice The factors that initially led to the development and demand for sportswear are identical to those of sport in general. The main element is the consumers' willingness to engage in sporting activity for health purposes to maintain their physical fitness and well-being (***). This is ...
2.2 Sportswear trends
The determinants of demand for sportswear are nevertheless modified by the emergence of new trends These changes concern the use made of them and the typology of their consumers.
The sportswear as a new lifestyle
Since ****, the proportion of consumers of sportswear indicating that they wear it in their daily lives ...
3.1 The organization and dynamics of the sportswear market
The market of the sportswear is organised around actors who can be classified into two categories:
The stakeholders specialising in the trade of sporting goods which hold **% market share (***) ; Non-specialised actors whose market share is significantly lower: these are generally the general sales networks and the supermarket chains (***).
In view of ...
3.2 Sportswear distribution networks in France
The Union Sport et Cycle has established a typology of the actors involved in the distribution of sports articles. The main categories in France are:
The specialized multi-sport supermarkets (***).
The dense territorial network, high distribution capacity (***);
The specialized distributors which have a sport-specific offer, selling mainly in their physical sales outlets ...
4.1 Physical trade, the main source of clothing supply
The typology of the sportswear offer today is mainly made up of actors operating in physical sales, it is made up of:
Private label distributors such as Nike, Adidas, Lacoste, Le Coq Sportif, Quicksilver. They target the general public and are mainly positioned in the mid-range segment, with a small proportion ...
4.2 The development of online sales will upset the current balance
The balance in place, characterized by the preponderance of physics sales in the sportswear does not escape the threat posed by the explosion of e-commerce .
In addition, it is necessary for physical actors in the sportswear trade, as Philippe Moati, Professor of Economics at the University of Paris-Diderot, points out to ...
5.1 Regulations governing the sportswear market
Trade and manufacture of sportswear are not subject to any specific regulations or different from that of the trade and manufacture of clothing in general. In addition to the legal and tax legislation governing these activities, we can mention the following elements, as indicated by the Crédit Agricole :
This activity ...
- Sport 2000
- Go Sport
- Le Coq Sportif
- Foot Locker
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