Sportswear sales in the UK are set to surpass 6 billion pounds by the
end of this year, due to the blurring line between activewear and high
fashion driving up demand, according to research by Key Note.
The report notes that the British sportswear market grew 9.5 percent to
5.9 billion pounds in 2014, following a growth of 8.7 percent in 2013 and
5.3 percent in 2012, the year of the Olympics, and just 1.9 percent in
2011. It predicts that the sportswear sales will total 8.65 billion pounds
in 2019, based on current growth rates.
Key Note attributes the increase in growth to the fashion side of the
sportswear market, with designer and celebrity collaborations with sports
brands becoming increasingly commonplace, as well as the growth in women’s
sportswear, which increased 11 percent in volume sales in 2014.
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Women help drive sportswear growth
The report highlights the fusion of fashion and sports, with fashion
brands launching ‘sports luxe’ lines, such as Alexander Wang’s affordable
collaboration with H&M and Ralph Lauren with its smart shirt for athletes
with built-in sensors to track the wearers activity. It isn’t just
designer, the high street with retailers including Boohoo and Missguided
launching fitness lines.
Celebrity tie-ups are also helping the market, Puma named Rihanna as
creative director, while Adidas partnered with Kanye West on its Yeezy
Boost range, and even Beyonce is getting in on the act with an activewear
collection set to launch in Topshop.
Another factor the report adds is that major sportswear labels are
increasing their focus on female customers. Nike opened its first
female-only European store in London this summer and its competitors
including Reebok, Puma and Under Armour have all launched campaigns
targeting their female customers this year.
Image: Nike