Apparel experts forecasts on activewear
Experts from some of Australia’s leading apparel companies have contributed to the activewear research project established by ASGA.
The Australian Sporting Goods Association established a massive research project on women’s activewear in conjunction with Victoria Univerity and principal researcher Associate Professor Clare Hanlon.
The experts, from companies including Nike, adidas, Stylerunner, Under Armour and Rebel Sport, took part in a Delphi study managed by researchers at Victoria University. Over three in-depth surveys they predicted seven main trends they believe will influence the activewear market in the next five years.
The trends are:
• Sports participation trends
• Influences of growth in the market
• Potential threats
• Retail trends
• Product Innovation
• Modes of communication
• Future scenarios
They also looked at four main consumer segments and forecast how important those segments will be to activewear brands and retailers in 2021.
Professor Clare Hanlon says, “Brands and retailers marketing to women should be aware of how these seven trends will affect the way women make purchasing decisions.
“Using this research they can tap into those forces as a means of engaging with their current and future female customers.”
Hanlon is also reported as saying that the research shows the simple act of wearing activewear may help people feel they can become healthier.
"The research we've conducted... shows females believe activewear facilitates physical activity and good health," she says.
• The next stage in the $140,000 project is a national survey to understand how female customers make their purchasing decisions, and what language brands can use to entice them.