Sportswear Is Eroding The Sales Of Regular Clothing.

According to the Deutsche Bank Comprehensive Research Report, from 2008 to 2015, Sportswear The average growth rate is 4.1%, while the growth rate of non sportswear is only 0.2%. In 8 years, 7 years are lower than the overall level of the industry. Sportswear is eroding the sales of conventional clothing.

Morgan Stanley's forecast of global sportswear sales

　 　 Nike ADI Scrambling for women's sports market

Not long ago, Nike India launched the latest commercials. They found many India women who embodied the spirit of sports. In the melodies of Da Da Ding, the charm of India women in sports and the duality of sports itself were displayed in order to make India girls fall in love with sports.

In recent years, the female consumer market has been seen as a new growth driver for the sports market. Deutsche bank comprehensive research report also shows that yoga pants, fast drying clothes and other sportswear gradually become consumers' new sweets, especially in the women's clothing market, and sales are increasing.

In order to catch up with female consumers as soon as possible and seize the market for women's sports products, Nike has done enough work. Since the launch of the "Nike Women" strategy in New York in October 2014, a series of marketing campaigns targeting women have been launched.

In November 2014, Nike first opened a line of women's experience shop, attracting a group of women who love sports. In July 2015, Nike in New York SOHO area for the female Nike VIP users to create a senior fitness studio "Nike 45 Grand", female users can experience Nike+ Running, Nike+ Training Club and other digital service space, but also get the top trainers on-site counseling. 　

Nike 45 Grand external

In April 2015, Nike launched the Better for it, a large marketing project targeting female consumers. It began to tell more about sports experience in everyday sports from the perspective of civilian women, and encouraged them to persevere in sports.

In 2016, Nike Women will play more and more, and directly launched an original drama "Margot vs Liy: big house girl vs fitness maniac", which started content marketing in the field of film and television.

"Margot vs Lily: big house girl vs fitness maniac"

Nike is rapidly occupied the female sports market through integrated marketing communication, offline experience activities and Nike+ digital platform. Data show that as of October 14, 2015, Nike's female product line's revenue reached $5 billion 700 million. Nike's goal is to achieve annual revenue of $11 billion in the 2020 fiscal year, which will account for 1/5 of total annual revenue.

Recently, the Nike action has been upgraded and the high value custom sports underwear has been launched. Consumers can choose the type, color, size and hot stamping slogans of underwear according to their preferences in the flash shop BraHaus of Manhattan, New York, such as "I Run My World", "take care of your girls" (Take Care of Your Girls) or "sweat without sweating".

Adidas, of course, has also smelled great business opportunities in the female sports market. It has just established a "X shaped" Pop-up concept space in Vitoria Park, providing free exercise training experience for young women. On the one hand, of course, it is used to promote the brand new PureBoost X series shoes for women's customers. In addition, the space is also used as a venue for women to run and exercise in Vitoria park during winter.

Luxury and fast fashion must share with Nike ADI.

The fashion trend movement is becoming more and more closely related to fashion. In addition, the sports apparel market is becoming more and more clear. Many brands have launched their sports leisure series. According to Sun Xun, a fashion consultant researcher, at present, the concept of "light sports + fashion professional sports" is widely favored by the market.

Chanel

Recently, Chanel designer Karl Lagerfeld made his first voice for sports. He summed up as a senior coach. "Now, sports are no longer a discipline, but an attitude. What does fashion give to sports? That is to make better, tailored clothes. With this concept, he successfully married fashion and sports. In order to welcome the Rugby World Cup, Chanel recently designed a special edition of rugby football series.

Tory Burch

The Tory Burch, the US luxury clothing brand, has also launched a new sports apparel brand Tory Sport. The first series of the brand includes 151 single items: clothing, handbags, shoes, accessories, etc. in running, tennis, golf, swimming and yoga.

Y-3

Y-3, also known for its casual clothes and sports shoes, has launched a sports series called Y-3 Sport.

The biggest difference between it and Y-3 is the use of Adidas in sports equipment technology, including Boost, Torsion system, Primeknit and so on. This improves the comfort and durability of the product. In the design style, he inherited the black style of Yamamoto. In addition to the clothing series, Y-3 Sport also launched three running shoes.

H&M

Sweden H&M launched sportswear 20 years ago. In 2012, the London Olympic Games officially launched a complete series of sporting goods. Apart from its independent display area, and from 2014, the Swedish Olympic athletes' uniform during the Winter Olympic Games is sponsoring the Swedish National Olympic team this year to provide training costumes for athletes during the Olympic Games in Rio.

ZARA

Spain's ZARA also launched the ZARA SPORT campaign for the first time. The first wave is aimed at promoting sports such as running and summer yoga. The design and material are mainly designed with high permeability and thermoregulation. Color is not only black and white, but also the most popular fluorescent colors this spring and summer, while sports accessories include sports shoes, kettle, sports cap, yoga mat and so on.

Forever 21

In 2015, Forever 21 joined hands with Shanina to launch a series of sports. Forever 21, announced that it will launch a series of high-tech products with the theme of "fit, function and fashion".

UNIQLO

In recent years, UNIQLO, such as UNIQLO, Sports and Active, has captured many young sports groups. Especially in the interior, it is necessary to buy products, which are more competitive than those of professional sports brands.

Also include licensing Cynthia Rowley, Rebecca Minkoff, Ramy Brook and Elie Tahari, all launched their own sportswear series.

Local sports brands will increase their luxury goods to 280 billion 800 million.

Benefit from the running economy, coupled with the extensive attention of the Chinese Super League and the CBA League in recent years, the market capacity that our sports brand can excavate is considerable. According to the China Athletic Association, China held 134 marathons and road running competitions last year, an increase of 160% over the same period in 2014.

In the annual report released last year, Anta, Lining, XTEP, 361 degrees, PEAK, China trend (Kappa) and so on have basically achieved double growth in revenue and net profit. Anta is leading by 11 billion 126 million yuan in revenue and 24.7% in growth.

According to Euromonitor, a market research firm, by 2020, China's sportswear market will exceed the luxury market, with two digit growth to 280 billion 800 million yuan per year, and the luxury market will grow to only 192 billion 400 million yuan per year.

In fact, since 1989, the first pair of PEAK sneakers went public, and by 2015, Anta's annual business income exceeded 10 billion. The Chinese sports brand actually has a history of 27 years. However, the design concept of sports brand in China is lagging behind, the category structure is single, and the phenomenon of plagiarism and Shanzhai is serious. Most brands are still in the production and marketing process, and their professionalism and creativity are often ignored.

With the gradual awakening of consumers' consumption concept, they are tired of plagiarism, bad quality and single structure sports products, which compels domestic sports brands to make changes.

Anta disclosed in its 2015 annual report that it will establish a joint venture with Itou Tada, a subsidiary of Tokyo listed company, Desanto, Japan and DescenteGlobalRetailLimited, a subsidiary of Tokyo listed company ITOCHUCorporation, to operate exclusively in China (excluding Hongkong and Macao) and engage in the design, sales and distribution business of all categories of products with "Descente" trademarks. "Descente" will open the way for Anta to enter the Chinese ski market.

At the end of 2015, Anta completed the acquisition of outdoor leisure and mountaineering brand Sprandi (Sprang Di). In 2013, Li Ning Co also authorized LI-NINGADVENTURE outdoor brand LI-NINGADVENTURE to the team of former Lining people in Hunan. But with the national fitness campaign and the Winter Olympic Games approaching, there is great room for development of our local sports brands in skiing equipment and outdoor areas.

PEAK is sponsoring the Wuhan tennis open, Zhuhai elite and WTA Singapore year-end finals by co operating with world renowned women tennis players to enhance their competitiveness in the women's sporting goods market. A more fractionable market will lead to greater profit margins, and local sports brands are making efforts in the female market.

5 reasons for the rise of sports brands

In addition to the "running economy" and policy support mentioned above, there are 5 main reasons for the joint business network reporter from Kaga.

1, the introduction of Hallyu fashion has led to a more diversified way to match sports shoes and more visually displayed in the public view.

2, sports brand has also begun to differentiate, specialization, whether Adidas or Nike, has gradually opened a variety of professional market segments like women, running and other stores, so that consumers shopping more targeted.

3, the promotion of sports concept leads to the movement behavior itself becoming a fashion. Friends circle, fitness pictures and so on become the trend. Take weight loss, before it may be diet, eat less, skip rope at home, or go to the gym for professional training. Now a set of professional equipment, from clothing to shoes, accessories, so that fat is not ugly, let the weight loss process become a self display process.

4, UA and other professional sports brand rise, let consumers have a further understanding of sports brand and functionality, consumers from buying a sportswear, choose ADI or Nike, change to think why I want to exercise, what sports I want to do, what professional brand in this sub market, and finally form a purchase, and become a brand fan.

5, ADI, Nike and puma have made use of social media, through KOL, to revitalize some classic styles, making retro and classic become synonymous with fashion, so that sports brands can take a big step in the direction of fashion brands and cater to the tastes of young people. Social media also lets all kinds of sports brands better display their culture in front of consumers, such as VANS as for extreme sports culture, CONVERSE as for street culture, ASICS in the field of running and professionalism of SKECHERS, and so on, so that different brands get their fans.

It can be seen that after the long recession of performance decline, inventory crisis and large-scale closure, the spring of sports brand has arrived.