The Sports Goods Market in Southern Europe (Greece, Turkey, Cyprus, Malta) - Vol. 3
EDM Publications, June 2008, Pages: 369
Focus on: Greece, Turkey, Cyprus, Malta
This report looks at the trends in sports participation and governmental initiatives to promote sports activities. It also provides import-export statistics from the last few years
The report includdes profiles of important companies in the sector and looks at the overall market size data and growth, with details on apparel, footwear and equipment and on the market for 10 major sports categories (fitness, team sports, golf and racket sports, running, cycling, action sports, water sports, outdoor sports, cue sports).
The structure and development of the supply chain at the wholesale and retail levels is analysed, with an analysis of the distribution strategies and channels, including the fashion circuit and the internet.
Consumers' attitudes toward sporting goods and marketing and ways of entering the market and optimizing brand penetration are also looked at.
The use of a common approach in this market intelligence will allow the reader to make useful comparisons among the different countries, facilitating benchmarking and indicating interesting areas of potential development. Brand owners will be able to determine their weak spots in certain countries and get ideas to improve market penetration. National distributors and agents may discover interesting foreign brands to carry in their own countries that have a strong presence in others, while sporting goods retailers will know what their counterparts are doing in other mature European countries to be successful and to win further market shares.
INTRODUCTION
1. Geographical, social and economic situation
1.1. Statistics on the population, its geographical spread, percentage of urban population and list of the cities with more than 100,000 inhabitants
1.2. Latest figures on GDP growth, including GDP per capita, with breakdowns for various income categories, and recent and projected evolution
1.3. Evolution of average wages and working schedules
1.4. Evolution of life expectancy, smoking and obesity rates
1.5. The official rates of inflation and unemployment
1.6. Consumer spending levels and patterns, with details on trends for durable items
(automobiles, housing) and fast-moving items including apparel, footwear and other relevant purchases
1.7. Factors that are likely to influence the growth and the stability of economic progress and of the consumption of sports goods in the future, including possible political risks
2. Sports participation. Frequent and occasional participation. General participation statistics, where available, and/or participation broken down by groups of sports activities, attempting to use common definitions throughout the continent for each activity, such as walking (exercise walking) or exercising (exercising with equipment), and the level of intensity (at least once a week, once a month, once a year)
2.1. The effects of macro-economic, cultural and other trends on participation in various kinds of sports
2.2. The shifting balance between competitive, team and individual sports, and between urban and outdoor sports
2.3. Changes in the amount of free time devoted to sports as compared to other leisure activities at different stages of the person's life
2.4. The importance of such sports-related concepts as fitness and wellness and closeness to nature in different segments of the population, partly based on cultural, educational, professional and income characteristics
2.5. General statistics on sports participation, possibly broken down by age and gender, providing historical quantitative information wherever possible
2.6. New trends in sports participation, especially by gender
2.7. The most popular spectator sports
2.8. Review of the different categories of sports goods which are declining or growing as a result of these trends in sports participation, popularity or for other (probably lifestyle-related) reasons
2.9. The initiatives of governmental and non-governmental institutions in favour of sports participation
2.9.1. Development policies and programmes for the construction and management of infrastructures related to sporting activities, including fitness clubs, team sports clubs, tennis clubs, swimming pools, golf courses, ski resorts, etc.. The existence and development of free access policies for these facilities
2.9.2. The importance of sport in the school curriculum. Structure and dynamics of physical education programmes for the general population and for future champions
2.9.3. National and local governmental initiatives aimed at fighting obesity, encouraging cycling, promoting healthy lifestyles and raising participation in various kinds of sports, with a focus on those that are also popular in the UK. The share allocated to sports in the national, regional and local budgets and their tendency to increase or to decline
2.9.4. Legislation that hinders or encourages the development of sports or the sale of sports goods in certain countries (import duties and special regulations on packaging, contents of hazardous substances, warranties, etc.)
2.9.5. The role and development of tour operators in the organisation of hiking expeditions, ski tours and other travel packages related to sporting activities
3. Trends in manufacturing and trade for sports goods
3.1. Statistical information on annual production, in terms of volume and value
3.1.1. Production and export figures, where available and significant, and their analysis including prospects for future production and interest in joint venture, distribution and licensing deals
3.1.2. Import figures and their analysis
3.2. Description of major national manufacturers and brands of various types of sports goods, including profiles of selected companies that have a significant place in the local or international market or an interesting development strategy
3.3. Estimated national market shares of major foreign and national sports goods brands
4. Market size
4.1. Best possible estimates of the size and growth rate of the sports goods market in volume and value, particularly at the retail level. Evolution since 2004, with an in-depth analysis based on multiple sources and on different parameters
4.2. The estimated market shares taken by footwear, apparel and equipment in the national sports goods market. Estimated sales of certain types of sports goods, with a breakdown for some specific segments and indication of the market leaders in these product categories
4.3. The estimated market shares taken by the different sales channels
4.4. A review of each of the sports categories covered by the Project For each of these ten sports categories we provide details on:
- Availability of sports venues or resorts and plans for new ones
- Development of participation levels
- Dynamics in club memberships, permits & licenses
- Market size and growth for the related products
- Major brands (possibly with market shares or hierarchy in terms of sales and/or brand awareness) and ways in which they are distributed
- Major specialist retailers (possibly with their hierarchy)
- Specific marketing activities, including grassroots initiatives
4.4.1. Fitness (includes home fitness, aerobics, strength and cardio training, and Nordic fitness)
4.4.2. Team Sports (including football, rugby, basketball, volleyball, handball, hockey, floorball, cricket, etc.)
4.4.3. Golf & Racket Sports (tennis, badminton, squash, table tennis)
4.4.4. Running and exercise walking
4.4.5. Cycling (including mountain biking, but not BMX, which is covered under Action Sports)
4.4.6. Action & Fun Sports (surfing, kite surfing, skateboarding, inline skating, BMX cycling and other extreme sports, but not snowboarding, covered under Snow Sports)
4.4.7. Snow Sports (alpine ski, cross-country ski, snowboarding, snowshoeing, bobsleigh, etc.)
4.4.8. Other Water Sports (swimming, scuba diving, rowing, canoeing, rafting etc.)
4.4.9. Hiking and other Outdoor Sports (trekking, climbing, fishing, camping, but not hunting)
4.4.10. Cue Sports (bowling, darts, archery, etc., but not shooting)
5. Structure and development of the chain of distribution for sports goods at the wholesale stage
5.1. Structure and forms of distribution for sports goods (sales subsidiary, distributorship, agency) that are most common in each region and in each country, illustrated by a few significant examples of successful market penetration by foreign companies
5.2. The development of the various functions and roles assumed by the different types of companies and individuals involved in the supply chain over time (distributors, agents, wholesalers, retailers)
5.3. The sales and distribution structures and policies adopted by the major global sports brands (Nike, Adidas, etc.) in each country or region (e.g. Scandinavia or the Nordic region of Europe)
5.4. The sales and distribution structures and policies adopted by smaller brands in each country or region
5.5. Trends in distributor discounts and agents' commissions for different types of products
5.6. Profiles of some major national and regional distributors and agents of foreign brands. Ways in which they operate
5.7. Recent changes in distribution resulting from mergers, acquisitions, divestitures and major changes in trade flows (e.g. accession to the European Union)
5.8. Trends in the proportion of re-orders made by retailers for certain sports items and related logistic issues
5.9. Methods of payment adopted by national sports goods vendors and distributors with retailers, and ways of securing the payment of invoices
6. Structure and development of the chain of distribution for sports goods at the retail stage
6.1. The growth or decline in total retail sales, and the place taken by sports goods in this pattern
6.2. The general evolution of retailing and electronic commerce, including preferences for downtown or suburban shopping
6.3. . Lease rates in urban and out of town locations, the cost of sales personnel and other factors affecting the cost structure, the pricing of sports goods and the profitability of retail operations
6.4. The development of the shopping malls, with a description of some of them, and their impact on the retailing of sports goods
6.5. The development of factory outlets and other ways of clearing stocks of unsold merchandise
6.6. The structure of retailing for sports goods. Estimated shares of different types of retail channels trading in sports goods as part of the total volume of retail sales of sports goods and the evolution of these shares
6.7. The major retail players. Their estimated market shares. The presence of international retailers or possible reasons for their absence
6.8. Profiles of some major retail companies
6.9. The role and the evolution of the integrated chains and of the buying groups
6.10. The challenges to the specialty trade from the fashion retail sector (fashion boutiques and shoe shops), and the specialty sports goods retailers' reactions
6.11. The role and the evolution of the different types of outlets including general specialty sporting goods stores, specialised sporting goods stores (particularly in the outdoor sector), department stores, hypermarkets and supermarkets, single-brand stores and shop-in-shops (company-owned or franchised), etc.
6.12. The changing role of mail order houses and electronic commerce in sports goods
6.13. The role, evolution and scope of the private label programmes developed by the retailers and by the buying groups. Price differentials with branded products
6.14. Trends in mark-ups and pricing. Dynamics in the evolution of average selling prices since 2004 and macro-economic and micro-economic factors influencing these trends
6.15. Equipment rentals
6.16. Location of sports goods stores and bases for selection, including trends in the spread between urban and suburban locations for sports goods stores (in percentage terms)
6.17. Programs for the training of store personnel and successful examples of incentives adopted for their performance
7. Consumers' attitudes towards sports goods The market for sports goods in terms of the socio-economic characteristics of the population
7.1. Fashion trends affecting the consumption of sports goods
7.2. Observation of the sports and fashion items that consumers of the two sexes and of various age, professional and income groups are wearing at school, at work and in other circumstances. Attitudes towards sports clothing and footwear as a fashion item. The use of sports outerwear and sports footwear by consumers for sporting activities, for protection against the cold and as casual sportswear at work or for leisure
7.3. Attitudes of consumers towards the sports brands as compared to the fashion and casual brands, and related dynamics. Effect of these attitudes on the growth of certain types of sports goods
7.4. Factors that influence the consumer's decision-making process as far as sport-related purchases are concerned
7.4.1. Personal factors: parents versus children, wives versus husbands, peer pressure, etc.
7.4.2. Grounds for consumers' preferences for certain sports goods among different age group and other socio-cultural-economic groups including the price, the look, the technical features, the brand name and their relative importance
7.4.3. Brand awareness for sports goods brands and banners: The difference in the importance of global and other brands. Big brands versus lower prices for little known brands or unbranded item
7.4.4. Sports and fashion icons of the local youth
7.4.5. Constraints on the consumers' purchasing of sports goods
7.5. The share taken up by sports goods in the total spending budget of consumers in the countries covered by the Project as compared to other important items
7.6. The importance of the issue of counterfeited products for consumers in the less developed markets and the basis of distinctions made by them between authentic and counterfeited products. Estimated extent of the counterfeiting process in the sports goods sector. What the sports brands are doing about this
8. Marketing
8.1. Exhibitions for trade operators and consumers and relative importance of international trade shows
8.2. Other sources of information about the sports goods industry used by trade customers and end users: publications, websites, etc.
8.3. Other forms of marketing and communication used for the promotion of sports goods including various types of advertising, sales promotion, direct marketing, merchandising, PR, sports sponsorships, etc.. Actions and methods that have worked well for certain vendors or retailers
8.4. The effect of various forms of discounting
8.5. Evaluation of the overall average IMC (integrated marketing communications) budget required to enter the market in certain cases
9. Ways of entering the market and of optimising brand penetration (for certain regions, such as Scandinavia or the Nordic region, reference will be made here to an independent chapter on regional commonalities and the advantages and disadvantages or trading through a single independent or company-owned regional distribution structure)
9.1. Retailers' demand for certain foreign sports products in little supply and other business opportunities
9.2. Main handicaps in doing business in the country
9.3. Attitudes of those involved in the distribution of sports goods towards foreign products, particularly those of British vendors and those of other European countries
9.4. Preliminary moves before entering the market
9.5. Ways of finding sports goods suppliers used by distributors and retailers. Problems and practices in establishing contacts with them
9.6. Examples of successful market penetration and of some recent significant changes in the supply chain
9.7. Examples of unsuccessful market penetration and explanations for their failure
9.8. Recommendations about licensing and franchising, or the establishment of a sales subsidiary, a joint venture or another form of foreign direct investment (FDI), as alternatives to the choice of a distributor or of direct sales to retailers as modes for market entry
9.9. Customs and logistics issues
9.10. Protection of intellectual property rights
9.11. Strategies adopted by the leading specialist brands and by cross-category suppliers, either international or local, wherever available
APPENDICES
Appendix 1: List of all the companies, associations and governmental bodies interviewed in the country
Appendix 2: List of major distributors of sports goods in the country
Appendix 3: List of major retailers and buying groups for sports goods in the country
Appendix 4: Contact details (name and address) of top government officials responsible for programmes aimed at raising sports participation in the country
Appendix 5: Other useful contacts in the country, including lawyers, shipping agents, etc.
Appendix 6: Newspapers, magazines and internet websites used as sources for this country report
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