The sportswear market - France

The global sportswear market, having endured a significant downturn during the health crisis with a reduction in size to $160.61 billion in 2020, is on a path of recovery. The pandemic initially led to prioritization of essential goods and a loss of interest in clothing, but also sparked a surge in demand for comfortable, athleisure-style clothing as people turned to sport for well-being, subsequently influencing the market. While the share of sportswear is projected to dip slightly due to a shift back to dressier items, the long-term forecast remains positive, with an expected recovery to a market size of $267.79 billion by 2028, growing at a CAGR of 6.6%. Sportswear's market share is anticipated to reach 23.6% by 2025. Despite the 2020 slump in production, the sector has been showing signs of resilience with an expected increase to 482 million garments and 340 million shoes produced in 2021. The United States continues to be the largest market, with $72.82 billion in sales in 2020, despite a decrease from the previous year. Innovations, particularly in e-textiles and sustainability, are becoming increasingly influential in the market dynamics. The sportswear segment encompasses footwear, clothing, and accessories, with footwear and clothing taking the largest market shares. In France, the market experienced a decline, not fully recovering to pre-Covid levels, with sportswear and sporting goods sales reaching €10.63 billion in 202. The shift towards eco-responsibility driven by younger, environmentally-conscious consumers and the rise of digital commerce are other notable trends shaping the sportswear landscape.

French Sportswear Market: Consumer Trends and Preferences in a Post-Crisis Landscape

In the wake of the recent global pandemic, the French sportswear market has undergone notable changes, reflecting the evolving consumer preferences and demands. More than half of the French population, particularly those between the ages of 16 to 24, have embraced sportswear not only for athletic purposes but also as everyday fashion items. This shift towards a more relaxed and casual style has been intensified during the health crisis, with a significant percentage of people prioritizing comfort over appearance in their clothing choices.

The market observed a decrease in the volume of clothing purchases by around 15% in 2020 when compared with pre-crisis levels, and despite signs of improvement, purchasing volumes remained lower than those recorded in 2019. Amidst this scenario, certain categories of sportswear, particularly men's T-shirts and sweatshirts, witnessed an uptick, possibly due to the "casualization of outfits" trend. Influences on consumer purchases in the sportswear domain are various with storefronts being the primary source of inspiration.

Despite the rise of digital mediums, multi-brand retailers seem to be the preferred choice for French consumers for athletic-intended sportswear, accounting for over 50% of the market's purchasing preferences. E-commerce platforms and social networks also play a significant role, with between 15% and 20% of purchasing decisions being influenced by online channels, underscoring the growing importance of digital presence in the sportswear market.

The 'Gorpcore' trend, which combines outdoor gear with everyday fashion, has especially taken hold amongst fashion and streetwear communities, attracting interest on social media platforms and becoming a distinct segment in the sportswear market. Moreover, there is a pronounced movement among consumers towards eco-friendly products. Sportswear brands are increasingly expected to demonstrate sustainability, with the younger generations, which represent a substantial proportion of the luxury sector consumers by 2025, leading the demand for environmentally conscious offerings.

Nike's "Move to Zero" effort is a response to this trend, highlighting the importance of incorporating sustainability into sportswear business models. This also suggests that the future success of sportswear brands may hinge on their ability to align with the eco-responsible values of Millennials and Generation Z consumers. With the sportswear market undergoing such significant transformations post-Covid, the French sportswear market is poised for a future characterized by greater casualness, digital influence, sustainability, and market segmentation.

Key Players Shaping the French Sportswear Market Landscape

The French sportswear market is dynamic and diverse, featuring an exciting mix of established global giants, innovative startups, and luxury brands venturing into the realm of athletic comfort. This chapter delves into the prominent names that leave an indelible mark on the field with their unique offerings, market strategies, and consumer appeal.

• Nike: As one of the titans of the sportswear industry, Nike holds a substantial piece of the market share, not just in France but globally. With its 'Move to Zero' program and forward-thinking sustainability initiatives, Nike has successfully endeared itself to environmentally conscious millennials and Gen Z consumers. The brand's eye-catching and function-driven designs, especially in their "Space Hippie" line, demonstrate a commitment to innovation while maintaining a strong street presence.

• Adidas: A standing rival to Nike, Adidas has made significant strides in the market by collaborating with renowned designer Stella McCartney. The brand's commitment is evident in its designs and partnerships that combine high fashion with athletic performance. Adidas continues to be a heavyweight player in the industry, known for its quality sportswear that caters to both professional athletes and fashion-savvy individuals.

• Lacoste: A notable entry from the luxury sector, Lacoste has infused sportswear with a touch of class and exclusivity. Collaborations like Lacoste x Supreme and Lacoste x Ricky Segal signify the brand's strategic use of partnerships to bolster its presence within the sector. These moves not only resonate with fashion-forward audiences but also contribute significantly to their profits and market positioning.

• Under Armour: Another notable brand in the athleisure and technical products segment is Under Armour. Renowned for its high-performance gear, the company has built a reputation around its athletic apparel that supports peak performance. Under Armour's presence is strong among fitness enthusiasts who demand both functionality and comfort from their sportswear.

• Decathlon and Intersport: Within France, multisport stores like Decathlon and Intersport are highly favored for sportswear purchases. These stores offer a wide range of activewear and equipment, catering to various sports and outdoor activities. They've also become important destinations for those seeking athleisure wear, thanks to their accessibility and variety.

• Salomon, Arc'teryx, and Oakley: These brands are particularly popular among fashion-conscious customers looking for high-quality, technical outdoor gear. Their designs often blur the lines between fashion and function.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 09/09/2022

Summary and extracts

List of charts

• Estimated size of global sportswear market based on a CAGR of 6.6%
• Worldwide market share by product type
• Distribution and evolution of Nike's worldwide revenues, by region
• Evolution of the Adidas Group's worldwide production of sportswear and footwear
• Breakdown of sportswear consumption by age group
• French sportswear market size (Index base 100 in 2015)
• Why do the French wear sportswear?
• What influences you when buying sportswear?
• Which physical stores do the French prefer for sportswear?
• Trend in the value of exports and imports between France and the rest of the world (sports and training footwear)
• French export and import volumes
• Value of exports and imports from Europe's leading sportswear countries
• Positioning of the Fashion and Clothing sector in the share of products and services purchased as a percentage of Internet users
• Sales of e-commerce platforms in 2017
• Market share of French sportswear leaders
• Number of French people wearing the brands of leading sportswear manufacturers