Fitness Clothing - US
Report description
Which groups undertake the most fitness activity? How often and how long do they work out? Which sports/activities are most popular? How do these factors shape purchasing of fitness apparel?
What are the most widely purchased types of fitness apparel and how does this vary with key demographic variables?
Which retail channels are most widely used and by which groups? To what extent are consumers now turning to online instead of brick-and-mortar retailers? Which consumers are most likely to purchase fitness apparel online?
Prior to purchase, which consumers are most likely to undertake research? To look to magazines? To seek the input of friends, family members or salespeople?
What are consumers’ perceptions of a “reasonable price” for specific products?
Which groups show the greatest interest in name-brand apparel? In fashionable apparel? In loose or form-fitting apparel? In American-made apparel?
Which groups are most likely to use fitness clothing exclusively for working out and not for casual wear?
What issues or problems are most widely noted by different consumer groups? Which are most likely to cite problems related to fit, elasticity, weak stitching, performance, technology, or odor?
Table of contents
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Fitness and sports participation drives apparel purchase
Aging boomers and drop in 18-24 year olds shape consumer base
Uncertain economic landscape poses challenges
Suppliers of well-established footwear brands lead apparel market
Innovations support enhanced performance, comfort and safety
High investment in branding and multiplatform marketing
The majority have purchased apparel in the past year
Young, affluent, and families purchase more apparel
Fitness activity shapes apparel purchases
Top activities include swimming, running, and going to gym
Retail preferences vary with gender, age, income, and activity level
T-shirts, swimsuits, and pants are most widely purchased
Notion of “reasonable price” varies with key demographics
Most undertake research and seek advice, at least sometimes
Heavy users of fitness apparel cite the most problems
Gender and age shape views of brand, fashion, fit, and quality
Asians and Hispanics stand out as key buyers of apparel
Insights and Opportunities
Target 18-24 year olds with social networking outreach
Hone in on families
Develop brands for seniors
Inspire Insights
Trend: Perfecting the Details
Trend: Green Technology
Market Drivers
Key points
Fitness activity drives apparel purchasing
Figure 1: Frequency of exercising, by incidence of buying sports and exercise clothing in the past 12 months, June 2011
Figure 2: Duration of average workout, by incidence of buying sports and exercise clothing in the past 12 months, June 2011
Nationwide activity and fitness levels: a mixed bag
The most popular sports include walking, swimming, and biking
Figure 3: Top 15 fitness activities/sports, by number of participants nationwide, 2010
Sports that are free or low cost show the greatest participation increase
Figure 4: Sports and fitness activities, showing the greatest increases and decreases in participants, 2009-10
Demographic drivers
Number of 18-24 year olds falls 2011-16
Figure 5: Population by age, 2006-16
As whites age, the younger multiethnic population becomes key consumer base
Figure 6: Population by race and Hispanic origin, 2006-16
Hispanic parents will warrant focus
Figure 7: Households with children by race and Hispanic origin of householder, 2009
Figure 8: Incidence and frequency of working out, by presence of children, September 2011
Competitive Context
Key points
Uncertain economy frames competitive landscape
Tepid consumer confidence suggests consumers limit discretionary purchases
Figure 9: University of Michigan’s index of consumer sentiment (ICS)*, 2001-11
Use of fitness clothing for casual wear
Figure 10: Attitudes toward fitness clothing, by age, June 2011
Leading Companies
Key points
Global suppliers with reputations grounded in footwear
Figure 11: U.S. apparel sales of major suppliers, 2010
Nike (Nike, Hurley, Converse)
adidas (adidas, Reebok, Rockport)
Puma
New Balance
Medium-sized suppliers specialized in apparel
Under Armour
Hanesbrands (Champion, Gear For Sports)
Fruit-of-the-Loom (Russell Athletic)
Suppliers with a focus on women’s apparel
Lululemon Athletica
Bravada
Fit Couture
Gap (Athleta)
Outdoor sports gear and specialty manufacturers
Innovations and Innovators
Key points
Reebok introduces EasyTone Apparel to create resistance
New running gear features high-tech fabrics and safety features
Fabrics offering improved moisture management and temperature control
Improvements in odor control
Seamless apparel offers greater comfort, less chafing
Mitts, cuffs, and thumb loops to keep hands warm
Reflective features to improve safety
Compression technology enters the mainstream
Figure 12: Under Armour E39 Electronic Compression Shirt, TV ad, 2011
Trends in winter gear and ski wear
Colors, designs, and features of jackets and pants
Innovations in gloves for skiing and other cold-weather sports
Socks integrate high-tech fabrics and sports-specific designs
Marketing Strategies
Key points
Overall branding identities and strategies
Nike—high performance and ambition
Figure 13: Nike, destroy tomorrow TV ad, 2011
Converse—trusted all-American brand associated with music
adidas—a three-tiered branding strategy featuring sport, culture, and fashion
Puma—international athletes and urban hipster style
New Balance—seeks to “motivate and inspire” with new brand slogan
Under Armour—a masculine image supporting top performance
Champion leverages high value and evokes sportsmanship
Lululemon offers yoga-inspired, holistic brand image
Bravada focuses on 20-something women with fun, fashionable and sexy fare
Associating with professional athletes, teams, and events
Tom Brady signs multifaceted deal with Under Armour
K-Swiss launches Jillian Michaels Collection
New Balance expands Heidi Klum line (and uses Project Runway to promote it)
Lacoste offers Andy Roddick collection
Sylvester Stallone to launch lifestyle brand including athletic wear
Major sponsorships and partnerships
In-store merchandising and displays
NBA and adidas launch ‘NBA Shop’ at Champs
Concept stores become flagships offering unique brand experiences
New Balance opens first ‘Experience Store’
Converse’s NY store offers unique apparel and customization services
Nike, Hurley, and Converse Team Open Salvation Retail Concept in Malibu
Examples of multiplatform campaigns from major suppliers
New Balance’s “Let’s Make Excellence Happen” campaign
Nike’s “The Chosen” campaign targets youth with action sports focus
Figure 14: Nike, “The Chosen” TV ad, 2011
adidas launches “all adidas,” its biggest marketing campaign ever
Figure 15: adidas, “all-in” TV ad, 2011
Under Armour reaches out to female athletes
Websites and other online initiatives
Nike using Facebook to roll out entertainment content featuring athletes
Retailers also developing innovative uses of social media
Incidence of Buying Sport or Exercise Clothing
Key points
Six in 10 report having purchased apparel in the past year
Figure 16: Bought any clothes for sports or exercise in the past 12 months, by gender, June 2011
Age drives purchasing of sports/fitness apparel
Figure 17: Bought any clothes for sports or exercise in the past 12 months, by age, June 2011
Those with $150K+ household income buy greatest number and range of apparel
Figure 18: Bought any clothes for sports or exercise in the past 12 months, by household income, June 2011
Households with kids more likely to buy fitness apparel
Figure 19: Bought any clothes for sports or exercise in the past 12 months, by presence and number of children in household, June 2011
Frequency of Exercising and Duration of Workout
Key points
Exercise drives apparel purchases
Figure 20: Frequency of exercising, by incidence of buying sports and exercise clothing, June 2011
Exercise is widespread, but declines with age
Figure 21: Frequency of exercising, by age, June 2011
Wealthier consumers work out more often
Figure 22: Frequency of exercising, by household income, June 2011
Those with 3+ household members work out more
Figure 23: Frequency of exercising, by number of people in household, June 2011
The majority work out for 30 minutes to an hour
Figure 24: Duration of average workout, by incidence of buying sports and exercise clothing, June 2011
Women average shorter workouts than men
Figure 25: Duration of average workout, by gender, June 2011
Duration of workouts drops with age
Figure 26: Duration of average workout, by age, June 2011
Participation in Major Sports
Key points
Most popular activities shape which apparel is most widely purchased
Figure 27: Level of participation in major sports, June 2011
Figure 28: Summary of frequency of participation in major sports, June 2011
Retailers Used for Fitness/Sports Clothing
Key points
Mass merchandisers are top retail choice in fragmented market
Figure 29: Source of fitness/sports clothing bought in the past 12 months (type of store), from store/catalog vs. from website, June 2011
Men more likely to shop at general and specialty sports stores
Figure 30: Source of fitness/sports clothing bought in the past 12 months (type of store), from store/catalog, by gender, June 2011
Young consumers turn to a greater range and number of retailers
Figure 31: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by age, June 2011
Online retail use highest among younger users
Figure 32: Source of fitness/sports clothing bought in the past 12 months (type of store) from website, by age, June 2011
Those with household income of $100K+ turn to the greatest range of retailers
Figure 33: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by household income, June 2011
Those with kids shop at range of retailers, including specialty stores
Figure 34: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by presence and number of children, June 2011
Sports enthusiasts shop heavily at all retailers beyond Walmart
Figure 35: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by monthly participation by sport, June 2011 (part 1)
Figure 36: Source of fitness/sports clothing bought in the past 12 months (type of store) from store/catalog, by monthly participation by sport, June 2011 (part 2)
Types of Fitness/Sports Clothing Bought
Key points
Gender key factor shaping the types of apparel purchased
Younger consumers buy a greater number and range of products
Figure 38: Items of fitness clothing bought in the past 12 months (type of clothing), by age, June 2011
Income drives purchasing and shapes apparel choices
Figure 39: Items of fitness clothing bought in the past 12 months (type of clothing), by household income, June 2011
Those with kids buy greater range of products
Figure 40: Items of fitness clothing bought in the past 12 months (type of clothing), by presence and number of children, June 2011
Perception of “Reasonable Price”
Key points
Men and women have different ideas of “reasonable price”
Figure 41: What is a reasonable price to pay for items of fitness clothing, by gender, age and household income, June 2011
Younger and more affluent consumers have higher “reasonable price” perceptions
Figure 42: What is a reasonable price to pay for items of fitness clothing, by age and household income, June 2011
How People Shop for Fitness/Sports Clothing
Key points
Most shop solo, but many do research and turn to others for input
Figure 43: How people shop for fitness clothing, June 2011
Younger buyers more likely to undertake research, seek input and advice
Figure 44: How people often shop for fitness clothing, by age, June 2011
Those with 2+ children often undertake research and seek input
Figure 45: How people often shop for fitness clothing, by presence and number of children, June 2011
Problems with Fitness Clothing
Key points
Issues with clothing vary with gender
Figure 46: Problems encountered with fitness clothing, by gender, June 2011
Younger consumers most likely to complain about loss of functionality
Figure 47: Problems encountered with fitness clothing, by age, June 2011
Sports players report greater range of problems with apparel
Figure 48: Problems encountered with fitness clothing, by monthly participation in major sports, June 2011 (part 1)
Figure 49: Problems encountered with fitness clothing, by monthly participation in major sports, June 2011 (part 2)
Attitudes Toward Fitness Clothing
Key points
Attitudes toward brands, fashion and fit vary with gender
Figure 50: Attitudes toward fitness clothing, by gender, June 2011
Age shapes attitudes related to fit, fashionability, and brands
Figure 51: Attitudes toward fitness clothing, by age, June 2011
Parents seek more fashionable, form-fitting and name brand apparel
Figure 52: Attitudes toward fitness clothing, by presence and number of children, June 2011
Monthly sports players seek higher-quality, name-brand, fashionable wear
Figure 53: Attitudes toward fitness clothing, by monthly participation in major sports, June 2011 (part 1)
Figure 54: Attitudes toward fitness clothing, by monthly participation in major sports, June 2011 (part 2)
Impact of Race/Hispanic Origin
Key points
Asians and Hispanics buy more fitness apparel
Figure 55: Bought any clothes for sports or exercise in the past 12 months, by race/Hispanic origin, June 2011
Whites less likely to work out than other groups
Figure 56: Frequency of exercising, by race/Hispanic origin, June 2011
Asians and Hispanics work out for longer
Figure 57: Duration of average workout, by race/Hispanic origin, June 2011
Blacks most likely shoppers at mass merchandisers and general sports stores
Figure 58: Source of fitness/sports clothing bought in the past 12 months (type of store), by race/Hispanic origin - actual store/catalog, June 2011
Hispanics and “other race” buy apparel through a range of online retailers
Figure 59: Source of fitness/sports clothing bought in the past 12 months (type of store), by race/Hispanic origin - outlet’s website, June 2011
Hispanics most likely to buy most individual items
Figure 60: Items of fitness clothing bought in the past 12 months (type of clothing), by race/Hispanic origin, June 2011
Hispanics and those of “other race” more likely to research apparel
Figure 61: How people often shop for fitness clothing, by race/Hispanic origin, June 2011
Multiethnic consumers more likely to seek fashionable apparel
Figure 62: Attitudes toward fitness clothing, by race/Hispanic origin, June 2011
Custom Consumer Tables
Dads stand out as top buyers of apparel
Figure 63: Bought any clothes for sports or exercise in the past 12 months, by gender and presence of children, June 2011
Dads turn to sports chains and smaller specialty stores
Figure 64: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender and presence of children - actual store/catalog, June 2011
Dads shop for apparel at wide range of websites
Figure 65: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender and presence of children - outlet’s website, June 2011
Young blacks favor basketball, and whites favor swimming, hiking
Figure 66: Bought any clothes for sports or exercise in the past 12 months, by race and age, June 2011
Hispanics 18-44 buy apparel for more sports than non-Hispanics
Figure 67: Bought any clothes for sports or exercise in the past 12 months, by Hispanic origin and age, June 2011
Problems encountered with clothing vary with age and gender
Figure 68: Problems encountered with fitness clothing, by gender and age, June 2011
Cluster Analysis
Infrequent, Short, and Helpless
Demographics
Characteristics
Opportunity
Loose-fitting and Shapeless
Demographics
Characteristics
Opportunity
Fashionable Researchers
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 69: Fitness clothing clusters, June 2011
Figure 70: Frequency of working out by fitness clothing clusters, June 2011
Figure 71: Duration of average workout by fitness clothing clusters, June 2011
Figure 72: Ways of shopping for fitness clothing by fitness clothing clusters, June 2011
Figure 73: Problems encountered with fitness and exercise clothing by fitness clothing clusters, June 2011
Figure 74: Attributes that describe attitude toward fitness and fitness clothing by fitness clothing clusters, June 2011
Cluster demographic tables
Figure 75: Fitness clothing clusters, by gender, June 2011
Figure 76: Fitness clothing clusters, by age, June 2011
Figure 77: Fitness clothing clusters, by household income, June 2011
Figure 78: Fitness clothing clusters, by race, June 2011
Figure 79: Fitness clothing clusters, by Hispanic origin, June 2011
Cluster methodology
Appendix—Other Useful Tables
Figure 80: Frequency of exercising, by gender, June 2011
Figure 81: Duration of average workout, by household income, June 2011
Figure 82: Duration of average workout, by presence and number of children, June 2011
Figure 83: Source of fitness/sports clothing bought in the past 12 months (type of store), by gender - outlet’s website, June 2011
Figure 84: Source of fitness/sports clothing bought in the past 12 months (type of store), by household income - outlet’s website, June 2011
Figure 85: Source of fitness/sports clothing bought in the past 12 months (type of store), by presence and number of children - outlet’s website, June 2011
Figure 86: Source of fitness/sports clothing bought in the past 12 months (type of store), by number of people in household - actual store/catalog, June 2011
Figure 87: Source of fitness/sports clothing bought in the past 12 months (type of store), by number of people in household - outlet’s website, June 2011
Figure 88: Source of fitness/sports clothing bought in the past 12 months (type of store), by monthly participation by sport - outlet’s website, June 2011 (Part 1)
Figure 89: Source of fitness/sports clothing bought in the past 12 months (type of store), by monthly participation by sport - outlet’s website, June 2011 (Part 2)
Appendix—Trade Associations
Related research categories
By sector: Apparel and clothing
By market: United States (in North America)
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