Recapturing a Market Share through Sports Apparel and Footwear

This report analyzes the sports apparel and footwear market and provides strategies for recapturing market share. It discusses the industry background, market outlook, purpose of the report, methodologies used, and the analytical framework. It also covers market segmentation, targeting, and product positioning.

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Table of Contents
Introduction....................................................................................................................................3
Industry background.................................................................................................................3
Sports apparel and footwear market outlook..........................................................................3
Purpose of report.......................................................................................................................5
Methodologies used....................................................................................................................5
Why sports apparel and footwear................................................................................................6
The analytical framework.............................................................................................................7
Product/market fit......................................................................................................................8
Transition to growth..................................................................................................................8
Growth........................................................................................................................................9
Market segmentation, targeting, and product positioning......................................................10
Sports apparel and footwear market segmentation..............................................................10
Sports apparel and footwear by type..................................................................................10
Sports apparel and footwear by end user..........................................................................11
Sports apparel and footwear by mode of sale....................................................................11
Sports apparel and footwear by material...........................................................................11
Sports apparel and footwear market targeting.....................................................................12
Product positioning..................................................................................................................12
The sports apparel and footwear marketing mix.....................................................................13
Product......................................................................................................................................13
Place...........................................................................................................................................13
Price...........................................................................................................................................13
Promotion.................................................................................................................................14
References.....................................................................................................................................15

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Recapturing a market share through sports apparel and footwear.
Introduction
Industry background
The fashion industry is very dynamic in its operations. Every individual in this industry
has a greater understanding of how the industry operates, its current trends, how it used to be
earlier and also have an idea of how one would desire the industry to look years to come. This
brings a blend of activities, eruption of new styles and fashions in the industry and yet a new
breed of fashion-sensitive industry players (Ghivan, 2019). In the fashion industry, there are a lot
of ongoing and the industry is subdivided into different related and unrelated business types that
satisfy a given market segment. This report will, therefore, focus attention on sports apparel and
footwear as a subset of the fashion industry.
According to the Clean Clothes Campaign (2004), sports apparel and footwear trace its
origin in the year 1970. This was driven by the desire to look different from the normal official
wear as people attended activities that are more indulging in informal and casual ways far from
the office and formal interactions. This trend and desire to look different during outdoor
activities led to the evolution of the sportswear and apparels industry over time. It is important
however to note that not all sportswear bought by individuals are actually bought for sports,
some buy these for leisure and the desire to be associated with a given product in the market.
Sports apparel and footwear market outlook
Allied Market Research (n.d) points out that sports apparel and footwear are majorly
worn as one is in a work out session or during a sporting activity. The global market share is
expected to grow as pointed out by the Allied Market Research (n.d) to garner $184.6 Billion in

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the period between 2015-2020. This is an equivalent of 4.3% Compound Annual Growth Rate
(CAGR). This growth is attributed to a number of campaigns such as the awareness on healthy
leaving and the need for increasing fitness among various sports personalities. The industry is
also supported by the significant entry of women into the sporting and fitness activities which
has enabled the industry to significantly grow its limits. In the year 2014, the United States of
America and other North America nations were the biggest revenue generators of revenue in the
sports apparel and footwear industry as compared to the rest of other regions. However, there is
an anticipated change in the performance of the sector by 2020. Revenue generation is seen to
shift and have a higher generation, especially in the Asia-Pacific regions. This new shift is
attributed to the increasing per capita income in the region steered by China and India.
Despite the anticipated growth in the industry, there are some challenges that also limit
the capacity to expand in the sector. There is an emergence of counterfeit sportswear which is
offered at relatively lower prices as compared to the original product. This has shifted customer
loyalty to cheap products which in essence are readily available. The market is highly dominated
by sports apparel and footwear giants such as Adidas, Puma, Nike, Umbro, Fila, among other
great companies producing the same. In order to beat counterfeits and other ills ailing the sector,
these multinational companies employ an array of strategies which make them feasible and to
operate at comparatively sustainable levels. They have incorporated strategies such as
partnerships, product launchings, acquisitions among other strategies.

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Purpose of the report
The fashion company has had dwindling market share over a decade period of time. This
has limited the organization’s growth and made it very difficult for the organization to find a foot
in the fashion industry. Owing to the ever increasing competition and ever-changing and shaping
the business environment (Wroblewski, 2018), the fashion organization cannot find fair
competition and has difficulties in capturing and maintaining a given market share. The
institution of the new marketing executive in the company looks forward to making changes in
the fashion organization in order to try and turn things around for better market share. This
report, therefore, seeks to analyze and present a better strategy for the fashion organization so
that when the recommended strategies are implemented, the organization stands a chance to
weather competition, capture the lost market share and to open up new market niches for the
greater good times ahead in its business lines.
Methodologies used
The report employed vastly the use of secondary data in determining the various
strategies to use in revamping the market share for the fashion and textile organization. This type
of research methodology relies heavily on information that is already gathered by other sources.
The research opted for secondary data in determining the best marketing strategies since the
methodology has a number of advantages that outweigh its counterpart, primary sources
(Balkissoon, Do and Keene, 2019). First, the secondary research method is considered cheap.
This is due to the fact that the data is readily available due to research already conducted by
others. Secondly, this type of data acts as a guide during any primary research hence gives a
better direction on any research being conducted. Thirdly, for the availability of resources such
as government data, the secondary research method is better placed in this quest.

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Despite the advantages of other research methodologies, secondary research methodology
is also limited by other factors. It has some disadvantages as well. Some information that is
retrieved from secondary sources are already outdated or overtaken by time and events, hence if
relied upon may give an untrue reflection of the real scenario. This type of methodology also
lacks specificity and may not directly address the research question. This type of research
methodology may also have challenges of lacking in information especially with regards to
developing countries where there is a lack of primary research conducted on any search topic. In
this case, the secondary data would be deficient (Sparrow, 2014).
Why sports apparel and footwear
Sports apparel and footwear is a feasible business for the firm owing to the fact that there
is an expansion of sporting activities in the sporting world. Many athletes and other sports
personalities use designed and customized sportswear in daily sporting activities which exist
every season within a calendar year. The sporting arena is as diverse as possible hence the
organization stands a chance in diversifying the sports product portfolio to capture as many
sporting activities as possible. Another factor to consider is the fact that sporting activity is
widely expanding. Women, for instance, are embracing sports and are getting involved with
sporting activities. This presents an untapped marketing niche that the company can capture
without having to face greater challenges. Sportswear during fitness and healthy living practices
is also presenting an opportunity to capture consumers who are not necessarily in the sporting
field.
However, the risk associated with the proposed business venture is stiff competition in
the market. Many sports apparel and footwear companies have been in the industry for a longer
time and have captured a bigger chunk of the market share. Companies like Nike, Umbro, Fila,

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Adidas just to mention a few, are far much ahead in the sportswear company (Durden, 2018).
The stiff competition is, therefore, the biggest risk to the firm. This could be mitigated however
by being unique in offering competitive prices for the good quality products to the consumers.
Ensuring promotional activities that are customer oriented and introducing a discount as a
motivation strategy could help the firm overcome the competition challenge (Mestrovic, 2010).
The analytical framework
The analytical framework applied in this study is the growth-oriented framework. Since
the organization is focusing on recapturing a market share, it must focus its strategy towards the
growth of the organization by ensuring that the market is available for the chosen enterprise of
sports apparel and footwear. Relying on secondary data and research methodology, growth
analytical framework seeks to determine avenues for growth and answers the questions of when
to grow, how to achieve the anticipated growth and the types of growth metrics that one should
track (Branda, Lala, and Gopalakrishna, 2018).
The growth analytical framework employs the use of a startup pyramid which in essence
is a startup growth strategy which exposes a business to the desired game plan in consideration to
the stage of the business. The startup pyramid comprises of three stages where the business can
be placed.

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Figure 1: Sports apparel by wholesale; Source: MarketLine Data Base
Product/market fit
The product that an organization seeks to bring to the market must be one that really fits
in the environment where the organization seeks to have it in. This stage is included at the very
base of the growth framework pyramid. The ideal knowledge that this stage seeks to set in an
organizational setting is the fact that one should not introduce in a market, a product that has no
consumers, this could be a waste of limited organizational resources. The sports apparel and
footwear business that the organization seeks to add to its line of products, should be one that has
a perfect fit in the market in which the organization seeks to introduce it.
Transition to growth
After determining that the product one is introducing into the desired market matches
with the need of the targeted customers, it is prudent that the organization identifies its take off to
growth as spelled out by the transition to growth stage. This stage involves an understanding of

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the product and how it satisfies the need of your clients and how best the organization can
achieve market expansion by capturing more people to use your product. This stage sets the
organization to the next phase of the growth strategy which is growth.
Growth
This is the final stage of the growth pyramid. At this stage, the organization is set to put the
product on a test and to begin satisfying the demand of the clients. The stage commences by the
process of testing avenues and channels then analyzing the performance of the chosen channels.
After the analysis, the organization is set to optimize the channels and zero down to the high-
performance channels suitable to the growth strategy.
Figure 2: Growth Framework Model. Source: SEMRush Blog

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Market segmentation, targeting and product positioning
Sports apparel and footwear market segmentation
Market segmentation refers to the art of classifying the market for a particular product
into common characteristics, similarity and how the products complement each other in the
market. It is purposely to focus concentration and effort in an identified subdivision in the market
and to maximize the sales or production for such a particular market (Rautela, 2017). This report
segments the sports apparel and footwear business in the following manner;
Sports apparel and footwear by type
This classification is based on the type either as an athletic sports apparel and footwear
and/or non-athletic sports apparel and footwear. This classification will enable the organization
to produce sportswear that captures both sports personalities and those that are interested in
casual wear and keeping fit.
Figure 3: Sales by product category; Source: Statista
Footwear Sports apparel

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Sports apparel and footwear by the end user
This report also classifies the sportswear business by the end user. This focuses on
designing the sports apparel and footwear into whether it is for men, or women or better still if
the target is children. This classification will enable the organization to be able to have a variety
of market avenues without limitation.
Sports apparel and footwear by mode of sale
The sports apparel and footwear are also classified based on the means through which
they will be made available to the targeted market. This will follow setting up retail shops in
different parts of the country and also enter the online marketing platform. Clients will be able to
walk in stores and window shop for their desired products or purchase them via online podium
and delivered to them at a fee.
Figure 4: Sports Apparel and footwear by mode of sale: Source: IBISWorld Report

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Sports apparel and footwear by material
Sports apparel and footwear are made from different materials which are also desired by
different clients. This is due to the difference that exists in the purchasing power and level of
income by the targeted clients. This classification will largely include leather materials and non-
leather materials.
Sports apparel and footwear market targeting
Based on the sportswear market segments identified above, the business is set to
apportion main customers by providing products that seek to satisfy various market segments.
Men, women, and children all form part of the vast plan of a variety of products that will see to
their needs met in different ways. There will also be a targeting focusing on satisfying athletes
and other sports personalities, and also produce fitness and casual wear for families and
personalities who sports is not their choice (Nielsen, 2019).
Product positioning
The company's products in the sports apparel and footwear look towards gaining a
competitive advantage in the sportswear arena. There are many competitors in the field and
hence the organization has to set means of wading the stiff competition in this field by having a
better product mix and positioning the products in a more competitive manner (Nielsen, 2019).
The product positioning statement the company seeks to use is “The elegance and comfort of
sportswear." This statement focuses in informing the consumers of the elegance that exists in the
use and association with our company's sportswear and the associated comfort that comes with it,
actually, it informs the customers that our sports apparel and footwear is the better option in the
sportswear arena.

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The sports apparel and footwear marketing mix
According to Professional Academy (2019), a marketing mix is a tool that is used by a
business to determine the offering of a product or the brand. The report uses the 4 P’s theory to
determine the appropriate product mix for sports apparel and footwear enterprise.
Product
The business is set to offer sports apparel such as women and men jerseys, stretcher T-
shirts, fit hats, customized hoodies, fleece among other designer apparels. Footwear that the
business should focus on are sketchers, women's flex appeal shoes, sneakers among many more.
The idea is to have products that are appealing to the consumers they are designed for and
offered at relatively affordable prices. The products are readily available for online shopping and
retail outlets.
Place
To make the products readily available and able to completely satisfy the consumers, the
company seeks to offer the customized customer specific sports products at retail outlets
established in strategic points readily available for the consumers. These products are also
readily available in online platforms for clients who may be at geographically dispersed
locations. The company will initiate delivery services to the clients at relatively affordable prices
across different locations.
Price
Pricing is one aspect of the business growth strategy to be employed by the organization.
The sportswear to be provided by the organization should be able to provide value for the money
charged. The customization of the company's products to suit the desires of the customers is key
to the perfect achievement of the organizational goal. The company will, therefore, price its

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products properly since the price of a product is a key determinant of how much the company
will be able to sell (Wasserman, n.d).
Promotion
Hose (2019) points out that there is no one consumer ready to spend money on
purchasing a product that s/he has not heard about. Product promotion is, therefore, a key aspect
of the marketing mix and a great growth strategy. The sports apparel and footwear company
should strategize on strong promotional avenues to ensure that the customers are well informed
of the company's offerings. One great strategy that the company seeks to explore is a specific
positioning statement as earlier identified “The elegance and comfort of sportswear.”

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References
Allied Market Research (n.d). Sports Apparel Market by End-User (Men, Women, Kids) and
Mode of Sale (Retail Stores, Supermarkets, Brand Outlets, Discount Stores, Online stores)-
Global Opportunity Analysis and Industry Forecast, 2014-2020. [Online] Allied Market
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