A $140,000 project is set to give retailers an insight into the lucrative active wear market.
The Australian Sporting Goods Association (ASGA) is set to partner with Victoria University and 10 Thousand Feet to undertake a major research project into female buyers of active wear.
This $140,000 research project will result in a comprehensive report about the trends in female active wear, consumer sentiment about the category and the future of the category in the Australian marketplace in the next five to 10 years.
The report will provide valuable insights to brands, retailers and marketers of female active wear and for companies thinking of moving into that space.
ASGA executive director Shannon Walker said now is the right time to undertake the project.
“The female active wear market has boomed in recent years, with new product ranges from major sporting brands, the expansion of yoga and active lifestyle retailing and, more recently, a number of fashion labels all getting in on the act.
“Despite this increasing trend there has been little research done into active wear and why it is resonating so strongly with the female market in Australia, or indeed overseas.”
The research project, which is expected to be completed in about nine months, will:
1. Identify what drives female consumers in their purchasing decisions with regard to active-wear and what is the place of sport versus fashion related decision-making
2. Understand their hierarchy of priorities in purchasing active-wear
3. Determine if there is a relationship between female purchasing decision-making in regard to active-wear and their participation (or lack of it) in sport and active recreation
4. Identify the (consumer and organisational) trends in the (female and household) active wear-industry. Identify what will be the major changes that are likely to happen in the industry in the next 5-10 years.
The project will involve four stages:
1. A literature review to determine current research in this space
2. Focus groups with female consumers
3. A Delphi study of sporting and active lifestyle brand and retail experts
4. A quantitative survey of female consumers.
The project is being led by senior researchers at Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL).
They will be joined by retail and brand experts 10 Thousand Feet, who manage ASGA’s industry-leading Market Intelligence Surveys into footwear, apparel, golf and sporting goods retail.