Recapturing a Market Share through Sports Apparel and Footwear

Fashion and textile marketing 1
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Fashion and textile marketing 2
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

Fashion and textile marketing 3
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

Fashion and textile marketing 4
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.