UK Activewear Apparel Consumer Survey for Textile Companies

  • ID: 4439966
  • Report
  • Region: Global
  • 20 Pages
  • World Textile Information Network
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This Research Examines Aspects of Purchasing Behaviours of Consumers Living in the UK, Primarily Focused on Features that are of Interest to Textile Companies Operating in the Activewear Garment Sector

The activewear market is booming at present. The momentum it is currently gathering is facilitated by the rising number of health and fitness options. Growing popularity of exercise classes, along with a rising number of boutique fitness studios and low-cost chain gyms, support the market growth. Also, athleisure, which is now believed to be more than a trend but instead a change of people’s life values, accelerates the market expansion. Today, many people who enjoy exercising and live an active lifestyle prefer to be casually dressed in activewear, keeping them comfortable, functional and stylish.

Growing consumer interest in activewear garments results in a rising number of entrants into the marketplace. Besides, in the digital age of information, there are many information sources available that help to compare different options. This enables consumers to easily and quickly view different offerings and prices as well as share and access product reviews. All these factors result in buying decisions being more complex, making it more vital than ever that companies understand what consumers pay attention to when buying activewear products.

In fact, understanding consumer behaviour is not only critical to brands but also to their vendors as, very often, they need to assist their customers with decisions about end-use products and production processes.

This report presents the results of a consumer survey. The findings are based on the responses of 274 activewear garment shoppers who live in the UK. The paper is focused on aspects which are of primarily interest to textile companies operating in the activewear garment sector.

The report is divided into three main sections. In the first section of the report, we present the findings from the section of the survey which asked participants to rate the importance of price, high quality, fashionable appealing design, sustainability and clearly labelled textile technology. We also show results indicating how different environmental sustainability aspects are important (usage of hazardous chemicals, usage of organic materials, usage of recycled materials, CO2 emission, water pollution and recyclability or degradation after use), how different eco and social labels are recognised (EU Ecolabel, Confidence in Textiles, bluesign, Global Organic Textile Standard) and whether they influence the choice to buy activewear. We also investigate whether consumers are willing to pay more for sustainable activewear garments.

In the second section, we show the results of the average importance of several functional, comfort and durability properties that were listed in the survey. The research focused on the following properties: odour control, ‘stay dry’, ‘keep cool’, stretch, lightweight, UV protection, feeling of softness and smoothness to the skin, and high washing durability. We also present findings on how often consumers wash their activewear garments and how long they expect them to last.

Survey participants were asked to rate each of the purchasing factors and textile properties from ‘very important’ to ‘not important at all’. On a scale of 1 to 5, where 1 stands for ‘not important at all’ and 5 for ‘very important’, we calculated a mean of each response, based on which the average importance is determined.

In the last section, we looked at what fibres they like their activewear garments to be made of.

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Note: Product cover images may vary from those shown
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1. Executive Summary

2. Introduction

3 General purchasing factors
3.1 Importance of price
3.2 Importance of high quality
3.3 Importance of fashionable appealing design
3.4 Importance of sustainability
3.4.1 Importance of different environmental sustainability issues
3.4.2 Consumer willingness to pay extra for sustainability
3.4.3 Eco and social labels
3.5 Importance of clear labelling of textile technology used

4 Functional, comfort and durability properties
4.1 Importance of stretch
4.2 Importance of cooling property
4.3 Importance of high washing durability
4.3.1 Activewear washing frequency
4.3.2 Longevity expectations
4.4 Importance of lightweight
4.5 Importance of being absorbent to help to stay dry
4.6 Importance of odour control
4.7 Importance of softness and smoothness
4.8 Importance of UV protection

5 Fibre preferences

List of Figures:
Figure 1 How important are the following factors when choosing to buy an activewear garment? (The chart shows the average importance ratings on a scale of 1 to 5 where 1 stands for ‘not important at all’ and 5 for ‘very important’)
Figure 2 How important are the following factors when choosing to buy an activewear garment? (The chart shows the percentage of respondents choosing ‘very important’, ‘fairly important’, ‘neither’, ‘not important’ or ‘not at all important’ answers for each aspect)
Figure 3 In regards to environmental sustainability, how important are the following aspects when buying your activewear? (The chart shows the average importance ratings on a scale 1 to 5 where 1 stands for ‘not important at all’ and 5 for ‘very important’)
Figure 4 In regards to environmental sustainability, how important are the following aspects when buying your activewear? (The chart shows the percentage of respondents choosing ‘very important’, ‘fairly important’, ‘neither’, ‘not important’ or ‘not at all important’ answers for each aspect)
Figure 5 How much more are you willing to pay if activewear comes from a sustainable company? (Assuming that you have found an activewear garment that is £20 from a non-sustainable supplier)
Figure 6 Do you recognise any of the following labels for activewear?
Figure 7 When choosing activewear, does the label influence your choice to buy it?
Figure 8 How important are the following properties when buying an activewear garment? (The chart shows the average importance ratings on a scale 1 to 5 where 1 stands for ‘not important at all’ and 5 for ‘very important’)
Figure 9 How important are the following properties when buying activewear tops/T-shirts? (The chart shows the percentage of respondents choosing ‘very important’, ‘fairly important’, ‘neither’, ‘not important ’or ‘not at all important’ answers for each property)
Figure 10 How important are the following properties when buying activewear bottoms? (The chart shows the percentage of respondents choosing ‘very important’, ‘fairly important’, ‘neither’, ‘not important’ or ‘not at all important’ answers for each aspect)
Figure 11 How often do you wash your activewear garments?
Figure 12 How long do you expect your activewear garment to last?
Figure 13 What fibres would you like your activewear to be made of?

Note: Product cover images may vary from those shown
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Price and high quality are the primary considerations when choosing to buy activewear garments, according to the report ‘UK activewear apparel consumer survey for textile companies’.

The report presents the results of a consumer survey involving 274 activewear garment shoppers who live in the UK. It also shows that fashionable appealing design is of less concern than cost and high quality and, interestingly, is only slightly more important than sustainability. In fact, 74.8% of participants stated that they are willing to pay extra for sustainable garments.

Furthermore, the survey shows that almost all functional, comfort and durability properties of the activewear garments listed in the survey are important aspects when making a purchase. In total, between 77% and 90.5% of respondents rate these properties (apart from UV protection) as ‘very important’ or ‘fairly important’.

Discussing the report, author and market intelligence analyst Anna Borkowicz, says:

“The report examines the importance of the key aspects which are of primary interest to textile companies operating in the activewear garment sector. In the first part of the report, we present the findings from the section of the survey which asked participants to rate the importance of price, high quality, fashionable appealing design, sustainability, and clearly labelled textile technology. In the second part, we show the results of the average importance of several functional, comfort and durability properties that are listed in the survey. In the last section, we take a look at what fibres participants like their activewear garments to be made of.”

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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