Sports Fashion's Influence on the Contemporary UK Market (5 Years)

This report provides a comprehensive analysis of the influence of sports fashion on the contemporary UK market over the past five years. It begins with an overview of the sportswear sector's growth, driven by the athleisure trend and increasing consumer interest in health and wellness. The report then delves into the rationale, aims, objectives, and research questions, setting the stage for an in-depth investigation. A detailed literature review explores the impact of globalization on the fashion industry, the growth of sports brands, determinants of market preferences, historical trends in sports products, and marketing strategies employed by various brands. The methodology section outlines the research philosophy, approach, techniques, design, data collection methods, sampling, and analysis techniques. The report includes thematic analysis of data and discusses the findings, offering conclusions and recommendations. It highlights the importance of marketing strategies, brand influence, and cultural factors in shaping consumer behavior within the UK sports fashion market. The report aims to provide insights into the industry's evolution and offer strategies for future growth.

How sports fashion has influenced
the contemporary market in the last 5
years within the UK

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview................................................................................................................................1
1.2 Rationale of the research.......................................................................................................1
1.3 Aim of the study....................................................................................................................1
1.4 Objectives of the study..........................................................................................................2
1.5 Research questions.................................................................................................................2
1.6 Importance of research..........................................................................................................2
1.7 Scope of the research.............................................................................................................3
1.8 Limitations of the study.........................................................................................................3
1.9 Dissertation structure.............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Impact of globalisation on fashion industry..........................................................................5
2.3 Growth of sports brand in past 5 years..................................................................................6
2.4 Determinants of market preferences......................................................................................7
2.5 Growing trend of sports products from1970s till date...........................................................8
2.6 Marketing strategies adopted by different brands of sports products....................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 Introduction..........................................................................................................................10
3.2 Research philosophy............................................................................................................10
3.3 Research approach...............................................................................................................10
3.4 Research technique..............................................................................................................11
3.5 Research design...................................................................................................................11
3.6 Data collection.....................................................................................................................11
3.7 Sampling..............................................................................................................................12
3.8 Data analysis........................................................................................................................12
3.9 Ethical consideration...........................................................................................................12
3.10 Research limitations...........................................................................................................13
3.11 Validity and reliability.......................................................................................................13
CHAPTER 4: DATA ANALYSIS................................................................................................14

4.1 Introduction..........................................................................................................................14
4.2 Thematic analysis................................................................................................................14
CHAPTER 5: DISCUSSION OF THE FINDINGS......................................................................22
CHAPTER 6: CONCLUSION AND RECONMMENDATIONS................................................25
6.1 Conclusion...........................................................................................................................25
6.2 Recommendation.................................................................................................................26
REFERENCES..............................................................................................................................27
APPENDIX....................................................................................................................................30

Table of Figures
Figure 1Growing sales of Sports wear.............................................................................................7

CHAPTER 1: INTRODUCTION
1.1 Overview
The sportswear sector of UK has been able to enjoy good weather since last few years. It is
due to increasing trend of sportswear among youngsters. The athleisure trend going on in the
market has helped in increasing the acceptability and has become highly receptive to the ongoing
sports trend in UK. Along with being fashionable, a wide range of sportswear is relaxing and
comfortable styling for people. The companies are facing a wide range of competition in this
field and are expected to continue to invest in this area. The trend is considered as more
acceptable while socializing and mixing sportswear with the formal wear in office or in the
evening clothing as well. The entities involved in offering sports wear are exploring market to
the core so that the best can be offered to customers.
To find out hidden opportunities of sportswear in the market, it is important for
companies to conduct detailed market analysis and ascertain growth projections in the industry.
It has been assessed that the consumers have shown high level of interest towards wellness and
health trends. Further, they are also driving themselves towards athleisure trend which is
dominating clothing trend these days. Some of the common components of sportswear are gym
attire for men and women, yoga leggings, ski suits, t-shirts, tracksuits, polo shirts, swim wear,
leotards, etc.
1.2 Rationale of the research
It is necessary for the researcher to ascertain relevance of topic on which research will be
conducted. The chosen topic for study must hold some relevance so that it can serve to the
specific purpose (Eggers, Hansen and Davis, 2012). Researcher does not hold extensive
knowledge regarding sportswear market in the UK and various aspects that have a significant
impact on the industry. Lack of knowledge regarding the same attracted researcher to develop
understanding through research. Further, increasing trends of sportswear in the market also
attract researcher to study topic in an effective manner. With the view to gather adequate
knowledge regarding the sportswear industry, researcher has conducted research on sportwear
industry of UK.
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1.3 Aim of the study
Aim - “To analyse how strategic methods of marketing encourage consumers influence when
buying sports products and investigate the views of those who work within the industry to
provide ideas and strategies for future.”
1.4 Objectives of the study
Based upon the aim of study, following objectives can be framed.
 To assess how sportswear brand’s (Nike, Adidas, Puma) marketing strategy makes
them competitive in the industry and influence customers in the UK.
 To explore that how the use of sportswear has influenced youth to a specific brand.
 To evaluate that if there has been any growth within the sports brand in last five years
and investigate the influence of sportwear on consumers.
 To ascertain the strategic methods that apply while marketing sports products.
 To assess the influence of culture on fashion.
1.5 Research questions
Based on the objectives framed for the research, following research questions can be made:
 How sports brands (Nike, Adidas, Puma) marketing strategy makes them competitive
in the industry and influence customers in the UK?
 How the use of sports wear has influenced youth to a specific brand?
 If there has been any growth within the sports brand in last five years and ascertain the
influence of sportswear on consumers?
 What are the strategic methods applied to market the product?
 What is the influence of culture on fashion?
1.6 Importance of research
It is necessary to ascertain importance of research so that it can fulfil its purpose in the best
possible manner. Present research will be conducted to assess the strategic methods of marketing
which encourage consumers to buy sports products. Further, it also aims at investigating the
views of those who work within industry to provide ideas and strategies for the future. Research
has helped in ascertaining marketing strategy that is adopted by companies so that it can remain
competitive in the industry which can further fulfil expectations of the consumers as well. Study
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also plays an important role in the assessment of influence on youth to a specific brand of their
choice.
The research holds a great importance in finding growth in the industry in last five years.
It will help in understanding market aspect of sportswear and its ongoing trend in the industry.
Another factor that holds a great importance in the research is to ascertain the impact of culture
on fashion being preferred by the youngsters these days. The research will help the scholar to
assess all important factors that have been driving this industry and leading the sector towards
giving significant contribution in GDP of nation.
1.7 Scope of the research
The present research aims at analysing strategic methods of marketing encourage
consumers influence when buying sports products and investigate the views of those who work
within the industry to provide ideas and strategies for the future (Lamb, Hair and McDaniel,
2011). The scope of research is wide as it has become a significant contributor towards GDP of
the country. Further, topic that has been chosen by scholar has not been studied much and
requires extensive research on the same. The research will be helpful in understanding
sportswear market to the core. Rigorous research on the same will help in providing extensive
learning to the readers and other researchers who are planning to study the field of sportswear. It
will help in finding out the areas which has not been discovered much. It will help in ascertaining
different marketing strategies adopted by companies who are already a part of this industry in
market. Hence, the scope of research is quite wide and the topic requires extensive study to reach
to a valid and effective conclusion.
1.8 Limitations of the study
There are various limitations that are attached to the study that will be conducted by the
researcher on sportswear market in UK. There are fewer chances to conduct the study with
utmost perfection as there are some constraints attached to it. One of the major constraints is
time and budget constraint. It requires adequate time to conduct a research as there are various
aspects to be considered by the researcher. Improper time frame may lead to deviations in the
results. Further, inadequacy of budget also acts as a major drawback in conducting the research
in an effective manner.
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Restricted access to some websites can limit the secondary data collected by researcher
which can further have a strong influence of outcomes of the researcher. These obstacles in
research process can have a significant impact on the results which can further deviate the
conclusion and recommendations section of the study as well.
1.9 Dissertation structure
It is important that the dissertation flows in a specified format so that the reader can
gather knowledge without any hassle. The format also helps in giving a clear view of the
research. Hence, considering this aspect, the dissertation will have the following format:
 Chapter 1: Introduction: It is the first chapter of dissertation hoc helps in making the
assessment of overall idea lying in the study. It helps in specifying aims and objectives
of the research as well.
 Chapter 2: Literature review: It is considered as one of the most important chapter of
the research where secondary data through books and journals is gathered so as to
establish the knowledge base regarding the topic.
 Chapter 3: Research methodology: It helps in gathering the type of research tools and
techniques that will be used in conducting the research. Some important elements are,
research approach, philosophy etc.
 Chapter 4: Data analysis: The elements that has been gathered through various sources
is analysed in this chapter using appropriate technique that has identified in research
methodology.
 Chapter 5: Findings and discussion: Based on analysis of data, the information is
critically evaluated. Th comparison is made between the information being gathered
through various sources.
 Chapter 6: Conclusion and recommendations: Based on all the chapters stated above,
the research is then concluded and recommended considering all important aspects.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
After introduction, another chapter that holds greater importance is literature review. It helps
in gathering current knowledge to the stated topic. It also helps in presenting substantive findings
of the research which is done by using secondary sources of data. In this manner, the gaps
between the present and past studies can be identified by the researcher and readers as well. In
the present dissertation, literature review helps in developing concrete knowledge base with
respect to sportswear in UK. It also helps in drawing out understanding with regard to marketing
strategies being adopted by top notch brands of the country such as, Nike, Adidas and Puma.
Further, literature review section of this dissertation will help in dealing with assessment of
determinants that has significant impact on demand and supply aspects of clothing in European
Union. In this manner, literature review will help in fulfilling the purpose of gathering and
conveying ideas with respect to current topic of the dissertation, that is, sports products in UK.
Critical analysis of various studies from different authors have been done in this section of
dissertation.
2.2 Impact of globalisation on fashion industry
According to Lamb, Hair and McDaniel (2011), globalization is referred as international
transactions in the form of trade between two countries. The greatest revolution that has been
experienced by fashion industry due to growing exchange between the countries. It has led to
accessibility to latest fashion trends to other countries as well. Some of the common elements of
fashion industry are, textiles, clothing, apparel and footwears. One of the major effect of
globalization is by keeping people informed regarding what is coming up in the market. It can be
done through the use of old and new media, such as, radio, television, newspaper, social
websites, blogs, billboards etc. Further, there is an increase in the tendency of copying western
fashion all around the world which has resulted in replacement of traditional clothing of each
country. The western countries tap their market which belongs to other countries by exporting in
those regions. It has increased the requirements and expectations of people living in other
countries. Their desires have led the market of fashion industry expand to many folds. However,
in contrast to this, as per the views of Muhamad, Melewar and Alwi (2012), people living in
other countries want to remain up to date regarding the trend being followed in the market. The
speed of production for fashion products has been increased where people are more likely to
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purchase fashion products with grater rapidity than before. It has resulted in increase in demands
of the products which has led to increase in brand names which are monopolizing the fashion
industry. It tempts people to improve their lifestyle and fashion sense rather than accepting as
they are.
According to Wirtz, Tuzovic and Kuppelwieser (2014), there is a rise in the demand of
newest styles in the market. It motivates the brands and other production houses to keep moving,
changing and being innovative in this field. The desires of people to buy and flaunt latest fashion
in the market has been attached to social status they carry in the market. However, in contrast to
this, as per the views of Pels (2015), globalization has led to make fashion as a strong dominant
force where investment in this industry have increased so as to cope up with the ongoing
increased demands.
2.3 Growth of sports brand in past 5 years
According to Ismail, Mubarack and Thulkifly (2015.), there is a significant amount of
expansion in growth perspectives of sports brands in past 5 years, which are prevailing in UK. It
has been analysed that the sales of sportswear have crossed £6 billion in 2015. It is due to
increase in blurred line between athletic wear and fashion. The main reason of its increasing
trend in that it has become fashionable. Wearing gym clothes for the whole day has become an
everyday attire. However, in contrast to this, as per the views of Ryan (2016), another important
reason of increasing in acceptance of sports wear in daily life happened to take place due to
London Olympics that held in 2012 which increased the interest of people towards sportswear.
The major brands of sportswear of the country managed to attract large chunk of customers
towards them by adopting appropriate kind of marketing strategy.
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Figure 1Growing sales of Sports wear
(Source: Five reasons the UK is going crazy for sportswear, 2015)
According to Whitelock (2013), sports in UK has been supporting more than 450,000
jobs where sports has become an industry of £20 billion in last 5 years. It has been believed that
it is just the beginning of fastest growing industry in UK. The brands of sportwear are adopting
various tools that can help in attracting maximum number of potential customers towards it. The
market is mostly dominated by international brands in the country such as, Adidas, Nike and
Adidas.
2.4 Determinants of market preferences
According to Thackeray, Neiger and Keller (2012), there are some main determinants of
market preferences in the sports wear market. These are, price of products, price of related
goods, income of the consumers, expectations of the customers, taste and preferences of the
customers, etc. There is an inverse relationship between price and quantity demanded.
Consumers have higher preferences for the products whose prices are low. However, in case of
sportswear, it is considered as a symbol of status. In that case, people tends to prefer the products
which are at higher prices in comparison to the one which are cheaper. Income is considered as
an important determinant of preference. Higher the average income prevailing in the country,
higher will be the demand of the products. The taste and preference of the customers keep
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changing and hence they demand the products which are much more modernised and in trend in
case of sports wears. Hence, wearing an Adidas, Nike or Puma have become a status symbol in
the customers. Therefore, the preference for the same is higher. However, in contrast to this, as
per the views of Kim and et.al. (2012), sportswear is considered as the luxury goods. It acts as a
pleasure and esteem for the customers and hence its demand increases as the income of the
customers rises. The products offered buy Adidas, Nike and Puma are considered to come under
the quota of luxury goods where the elasticity of demand is high. Hence, it is only preferred by
the people whose income is higher.
2.5 Growing trend of sports products from1970s till date
According to Fifield (2012), pre 1920sportswear are originally described as activewear
which are referred to as the clothing which has specifically being designed for sports. Further, in
1930 to 1945, Clare Potter and Claire McCardell were the first American designers who became
famous for offering innovative clothing design for sportswear. It was the duration when it was
adopted not only in sports but also as formal wearing in offices in America. After the second
world war, in 1946, another trend emerged in the sports market where various types of fabrics
were used to make it more comfortable clothing. Changes were brought in both men and women
wearing styles. This was the period where the adoption of sportswear in daily life increased as it
was considered as the most comfortable outfit then the formal one. However, assessment of trend
in 21st century in sports wear showed that an average of 64% women tends to prefer casual wear,
including sportswear rather than opting for informal wearing. It increased the interest of various
brands in producing hoodies, track suits, yoga pants and other sports clothing that can be worn in
daily life as well.
2.6 Marketing strategies adopted by different brands of sports products
According to Eggers, Hansen and Davis (2012), the trend of leading a healthier life has
captivated the people of UK. The brands in the market are using it as a tool to market their
products. The fitness trend is dominating the market and through that way, sportswear trend is
allowing people to wear on regular basis rather than opting it only when they are involved in any
sport. It has been analysed that men likely to wear more sports apparel for non-sports use. Brands
are trying to operate in competitive world and succeed through adoption on creative and
innovative methods. They tend to offer new products to its customers. Some of the common
methods adopted by the companies include, social media, media campaigns, sponsorships to
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