French market
The sportswear market in France
Strictly speaking, sportswear refers toall clothing designed to be worn while practicing a sport. From a less Manichean point of view, it's clothing for men or women made up of distinct pieces, such as jackets, pants, sweaters, skirts and shirts, which are casual in style and can be worn on their own or in various combinations for informal activities. Sportswear has always played in two categories, offering both products for sporting activities and products that are comfortable and easy to wear on a daily basis. If one in two French people prefers to feel comfortable in their clothes before looking at their look, it's because in recent years, at work or in the city, attitudes have changed.
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Strictly speaking, sportswear refers toall clothing designed to be worn while practicing a sport. From a less Manichean point of view, it's clothing for men or women made up of distinct pieces, such as jackets, pants, sweaters, skirts and shirts, which are casual in style and can be worn on their own or in various combinations for informal activities. Sportswear has always played in two categories, offering both products for sporting activities and products that are comfortable and easy to wear on a daily basis. If one in two French people prefers to feel comfortable in their clothes before looking at their look, it's because in recent years, at work or in the city, attitudes have changed.
The latest report 'Global Sportswear Market to 2025 with COVID-19 Impact Analysis' by GlobalData reveals thata quarter of all clothing sold in the first year of the pandemic (2020) was made up of "sportswear" items. While the share of sportswear is expected to fall slightly this year as consumers opt for dressier items, the return to pre-pandemic norms will not be as noticeable for the professional wardrobe. Sportswear's share of the apparel market is expected to reach 23.6% by 2025.
The COVID-19 crisis has had a major impact on this market. Naturally,French consumers shifted their purchases to essential goods, partly due to the closure of various stores, and partly due to a loss of interest in the clothing sector. But paradoxically, successive confinements have created a vast demand for more comfortable clothing, and the 'athleisure' style - sophisticated segment of sportswear - has boomed. Another analysis is that the French returned to sport during the crisis, boosting demand for sports equipment, which belongs to the sportswear segment.
As a result, sportswear is now an essential part of the French wardrobe, and the fashion and luxury sectors have grasped the importance of this trend. Examples include Salomon, Arcter'yx and Oakley, all of which are very popular with fashion-conscious customers in France and Europe.
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