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Sports Clothing and Footwear Market Report 2003
Key Note Publications Ltd, Jan 2003
In 2002, UK consumers spent £4.05bn on sportswear - £2.9bn on clothing and £1.15bn on footwear - which represented 10.3% of the total clothing and footwear market. Sports shoes have a 25% share of the total market in footwear compared to sports clothing, which represents 8.3% of total clothing. While the trainer has become the classic leisure shoe for most age groups, clothing is more susceptible to the vagaries of fashion.
Since the 1980s, it has been almost impossible to separate purchases that are for active sports participation from items that are purely for fashionwear. We estimate that only 20% of sportswear bought in the UK is for actual sport or exercise. However, fashions in participation and spectator sports do have an influence on demand, giving rises to successive fashion waves of sportswear designed for running, football, outdoor pursuits or board sports.
Nike, adidas and Reebok are the world's `big three' sportwear companies, with the top positions in the US and in the UK market. Generally, sportswear is a globalised industry, with production centred in the Far East, even for the lesser brands. Leading sport-specialised brands in the UK include Speedo (swimwear), Umbro (football) and Asics (running). Some brands occupy a dual position in sport and in fashionable casuals, particularly Italian brands such as Ellesse and Fila.
Sportswear benefits from the substantial retailing sector that developed in the 1990s, now consolidated into several major multiple operators: JJB Sports, Blacks Leisure and JD Sports are the largest. In 2002, a fast-growing discount retailer, Sports Soccer Ltd, bought the most famous British sports retailer, Lillywhites.
The early 2000s have generally been a period of consolidation for the sportswear industry. Renewed rapid growth seems unlikely to occur, while young people prefer `tribal' styles - hippy, boardwear, denim or leather, etc. - and reject the sporting look because their parents wear it. Specialist manufacturers are also suffering because of the move from competitive sports, to exercising in the gym or jogging, which require less dedicated clothing.
Assuming that low inflation continues, we forecast that consumer spending on sportswear will grow by a modest 17.6% over the next 5 years, reaching £5bn by 2007.
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