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Activewear - US - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Footwear

No. of Pages : N/A

The activewear sector is thriving in an otherwise soft apparel and footwear market. Although nearly three quarters of Americans are overweight or obese as of 2014, the onset of fitness trackers and other wearables is helping to positively influence change when it comes to health management. This should lead to higher levels of exercise, which in turn should propel the market forward.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Obesity worsens in an aging society
Figure 1: Percentage of adults 20 or older* who are overweight or obese, 1999-2002 and 2011-14
Are brands getting lost in an activewear abyss?
Figure 2: Correspondence analysis – Favorite brands, July 2016
Market is saturating
Figure 3: Reasons for buying activewear, July 2016
The opportunities
Focus on the most active: young affluents
Figure 4: Purchase incidence, by exercise frequency, July 2016
Understand the role of branding
Figure 5: Attitudes toward activewear brands, by custom groups, July 2016
Tie clothing back to an experience
Figure 6: Store preferences, by generation, July 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Population growth expected among key buyers
Apparel is down in a stable economy
Obesity rates are going in the wrong direction
A more health-conscious America?

MARKET FACTORS
Population growth expected among 25-44-year-olds
Figure 7: Population by age, 2011-21
Opportunity to grow penetration among multicultural segments
Figure 8: Population by race and Hispanic origin, 2011-21
Economy stable; consumer confidence remains high
Figure 9: Consumer confidence and unemployment, 2007-August 2016*
Apparel industry at large seeing softness
Nearly three out of four Americans are overweight or obese
Figure 10: Percentage of adults 20 or older* who are overweight or obese, 1999-2014

MARKET PERSPECTIVE
Global and societal shifts boost the industry but is saturation imminent?

KEY PLAYERS – WHAT YOU NEED TO KNOW
So many brands
Staying alive and relevant
Sporting goods retailers stuck in the middle
Activewear gets smarter and fancier

WHAT’S WORKING?
Nike a clear favorite; Lulu who?
Figure 11: Correspondence analysis – Favorite brands, July 2016
Figure 12: Favorite brands, July 2016
Figure 13: Percentage who are unaware of listed brands, by area, July 2016
Women becoming a targeting focal point
Figure 14: Favorite brands, by gender, July 2016
Fitness Junkies have their favorites too
Figure 15: Favorite brands, by custom segments, July 2016
Direct-to-consumer business models take over
Ethical and environmentally friendly practices don’t go out of style

WHAT’S STRUGGLING?
Sporting goods stores face challenging times
Figure 16: Sporting goods stores shopped, by gender and age, July 2016

WHAT’S NEXT?
Next iterations of activewear: more technical, more technological, and more upscale
Technical fabrics
“Smarter” clothing
Data driven shopping experiences
Designer options

THE CONSUMER – WHAT YOU NEED TO KNOW
Active people buy more activewear
Exercise is not the top reason for purchase
Enthusiasm level for fitness influences where people shop
Comfort is king

BEHAVIORS AND ATTITUDES TOWARD FITNESS
Average (Rank: 3)
Above average (Rank: 4-5)
Young men work out the most frequently
Figure 17: Exercise frequency, by demographics, July 2016
Walking is by far the most popular activity
Figure 18: Types of exercise, July 2016
Figure 19: Purchase incidence, by repertoire of number of fitness activities participated in regularly, July 2016
Young women most likely to agree new fitness wear is an inspiration
Clothes are motivating
Clothes do not play a role

ITEMS PURCHASED
T-shirts and shoes top items purchased
Figure 20: Items purchased, by gender, July 2016
Involvement in activewear category correlated with exercise level
Figure 21: Items purchased, by exercise frequency, July 2016
Figure 22: Repertoire analysis of items purchased, July 2016
Figure 23: Repertoire analysis of items purchased, by repertoire analysis of exercise frequency, July 2016

CONSUMER SEGMENTATION
Fitness Junkies (FJ)
Casually Active and Stylish (CAS)
Sitting Idle (SI)
Figure 24: Consumer segmentation custom groups, by select demographics, July 2016
Activewear reigns in Fitness Junkies’ closets
Figure 25: Buying behavior: activewear versus other types of clothes, by custom groups, July 2016
More
Same

REASONS FOR BUYING
Number one reason for buying activewear is not to work out in it
Figure 26: Reasons for buying activewear, July 2016
Figure 27: Top reasons for purchasing athletic footwear, July 2016
Fitness clothing can be a motivator for beginning a new fitness regime
Figure 28: Reasons for purchasing activewear, by reasons for exercising, July 2016
REASONS FOR NOT BUYING
“I don’t need anything” top reason for not buying activewear
Figure 29: Reasons for not buying activewear, July 2016
Cost is also a barrier
Figure 30: Financial-related reasons not buying activewear, by age and household income, July 2016

RETAIL CHANNELS SHOPPED
General merchandise stores favored over specialty
Figure 31: Retail channels shopped, July 2016
Fitness Junkies seek out specialized assistance
Figure 32: Select retail channels shopped, by custom groups, July 2016
Roughly one in five buy online; mobile has ample room to grow
Figure 33: Select retail channels shopped, by method of shopping, July 2016
Figure 34: Select retail channels shopped, by method of shopping by generations, July 2016
Experiences over transactions
Figure 35: Preference for shopping at stores offering experience, by select demos, July 2016
In their words

IMPORTANT ATTRIBUTES
Comfort is the most important attribute
Figure 36: Important attributes, July 2016
Figure 37: Associated topics in social conversations about activewear and comfort, September 2013-16
Are there enough plus size and big and tall options?
Figure 38: Agree with comfort is an important attribute, by BMI, July 2016
Younger women seek fashion while older women seek comfort; men interested in brand names
Figure 39: Select important attributes, by gender and age, July 2016
Figure 40: Attitudes toward modesty, by gender and age, July 2016
In their words

ATTITUDES TOWARD ACTIVEWEAR
Brand name not a main driver
Figure 41: Attitudes toward activewear stores and brands, by gender, July 2016
Celebrity endorsers most appealing to young men
Figure 42: Attitudes toward celebrity or athlete endorsements, by gender and age, and Hispanic origin, July 2016
From athleticwear to daywear
Figure 43: Attitudes toward occasion for wearing activewear, by generation, July 2016

CONSUMERS’ THOUGHTS ON ADDRESSING OBESITY

APPENDIX – DATA SOURCES AND ABBREVIATIONS

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations
Terms
BMI
Custom groups

APPENDIX – MARKET
Figure 44: GDP change from previous period, Q1 2007-Q2 2016
Figure 45: Disposable personal income change from previous period, January 2007-July 2016
Figure 46: US gasoline and diesel retail prices, January 2007-August 2016

APPENDIX – CONSUMER
Correspondence analysis methodology
Figure 47: Barriers to regular exercise, July 2016
Figure 48: Detailed repertoire analysis of items purchased, July 2016
Figure 49: Repertoire of number of fitness activities participated in regularly, July 2016
Figure 50: Number of mentions of “comfort” or “comfortable” in social media, September 2013-16

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