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The Sportswear Industry : Boom or Gloom ?

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  1. Sportswear: a success story
  2. Changes occurring in the sportswear industry: why this infatuation with sportswear?
    1. Changes in living conditions
    2. Development of sports leisurewear
    3. Shift to fitness and healthy lifestyles
  3. A highly segmented market
    1. Teenagers have been identified as the main market driver
    2. Women emerge as key consumers
  4. The new outdoor phenomenon
    1. A booming sector...
    2. ...defined as a way of life...
    3. ...with a growing, regular customer base
  5. The importance of marketing as a vehicle for reputation and brand image
    1. Evolution of marketing budgets of big sportswear leaders
    2. Development of a strong brand name
  6. The success of brand strategy through innovation
    1. Technological Innovation
    2. Innovative advertising campaigns
  7. Sponsoring : a major impact in the brand image of the sportswear business
  8. The manufacturing practices within the industry
    1. Development of relocations and outsourcing practices
    2. Overview of the location of production

The sportswear industry has witnessed a transition phase in the past few decades. Indeed, the beginning of the 1970s saw the athletic sportswear evolve from specific product lines striving to target and migrate the small and unique markets into mainstream fashion products. The distinct difference between performance and fashion, function and style, formal and informal that once existed has become increasingly blurred. The way of performing in a sport has changed noticeably. It has been observed that playing a sport has turned from the old thought of offense to defence and vice versa to a relaxing activity. Thereby contributing to the all round development of mind and body. Paradoxically sport as an exclusive practice has entered into a different area tending to vanish from being in favor of a multiplicity of sports practices. This evolution has triggered an explosion in sports activities and their diversity makes understanding difficult in today's world. This has left the sportswear market in an arduous situation. Immaterial criteria now seem to have a predominant influence on consumer behavior. Changes in the way of life, the fashion phenomenon and sportspeople like Z. Zidane converting themselves into real "living gods", have elevated the sportswear brand names and brought them into the limelight. The sportswear industry is dominated by a few giants who launch fashion trends and invest aggressively in research and development as well as in advertising and promotion.

[...] an embroidered shirt 33 ANNEXE FLA Workplace Code of Conduct 39 ANNEXE Press Release 09 August ANNEXE The Petition 41 ANNEXE The Petition 42 ANNEXE The Declaration of the Human Rights 44 ANNEXE Adidas Standards of Engagement The sportswear industry has been through major changes in the past decades. Indeed, since the 1970s, athletic sportswear has evolved from specific product lines aimed at small and unique markets into mainstream fashion products. The distinct division between performance and fashion, function and style, formal and informal that once existed has become increasingly blurred. [...]


[...] In most of the countries where sportswear goods are manufactured, the role and social position of women means that they are accustomed to obeying men like their fathers, husbands or brothers. Secondly, if equality over pay is hotly debated in developed countries, especially in France, it is far from being the case in those countries where it is considered as normal that women are paid less because their wages are viewed as the household's second income, there to make up the shortfall of the husband's wage. [...]


[...] http://www.tieasia.org/exchain.html - Sportswear Industry Data and Company Profiles: Background information for the Play Fair at the Olympics Campaign www.cleanclothes.org/ftp/Background%20Company%20Profiles%20Olympics%20Campai gn.pdf - Garment Industry Supply Chains www.poptel.org.uk/women-ww/www_education_pack.pdf - Taking on the challenges, wherever we operate: Social and Environmental Reports . www.adidas- salomon.com/ . /taking_on_the_challenges_social_and_environmental_report_200 4.pdf ANNEXE : Chart of the turnover of the main sportswear brand names Top 10 mondial 2003 des marques de textile de sport Rang Marque C.A US C.A non-US Total PDM % Évolution ventes/02 1 Nike 1,398 1,881 3,279 7,5 + 2 Adidas-Salomon 438 1,933 2,371 5,4 + 3 Reebok 561 702 1,263 2,9 + 4 Russell 1,085 102 1,187 2,7 + 5 Quiksilver 439 533 972 2,2 + 6 VF Knitwear 737 130 867 2,0 + 7 Columbia 515 284 799 1,8 + 8 Champion 330 330 660 1,5 + 9 Puma 76 574 650 1,5 + 10 Descente 10 566 576 1,3 + Top 20 6,825 9,538 16,363 37,3 + Source SGI/chiffres 2003 (en millions de Top 10 mondial 2003 des marques de chaussures de sport Rang Marque C.A US C.A non-US Licences Total PDM % Évolution ventes/02 1 Nike 3,005 3,186 45 6,236 33,27 + 2 Adidas 750 2,028 215 2,993 15,97 + 3 Reebok 1,036 725 75 1,836 9,80 + 4 New Balance 891 186 151 1,228 6,55 5 Puma 173 802 139 1,114 5,94 + 6 Converse 245 0 570 815 4,35 + 7 Asics 178 476 38 692 3,69 + 8 K-Swiss 372 57 0 429 2,29 + 9 Fila 135 150 50 335 1,79 + 10 Vans 204 103 5 312 1,66 Top 20 7,870 8,365 1,475 17,710 94,49 + Autres 383 600 50 1,033 5,51 + Total 8,253 8,965 1,525 18,743 100,00 + Source SGI/chiffres 2003 (en millions de Top 10 mondial 2003 du matériel et de l'équipement Rang Marque C.A US C.A non-US Total PDM % Évolution ventes/02 1 Adidas-Salomon 525 963 1,488 2,90 + 2 Amer 636 612 1,248 2,43 + 3 Shimano 128 1,026 1,154 2,25 + 4 Acushnet Cos. [...]

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