ACTIVE WEAR: FORECASTING FUTURE TRENDS IN FEMALE CONSUMER BEHAVIOUR RESEARCH
The Australian Sporting Goods Association (ASGA), commissioned Victoria University to undertake Active Wear: Forecasting future trends in female consumer behaviour, a significant research project that provided valuable insights to brands, retailers and marketers of female active wear. This research provides details on findings on the following objectives:
- Identify what drives female consumers in their purchasing decisions concerning active wear and what is the place of sport versus fashion related decision-making
- Understand what is female hierarchy of priorities in purchasing active wear
- Determine if there is a relationship between female purchasing decision-making regarding active wear and their participation (or lack of it) in sport and active recreation
- Identify the consumer and organisational trends in the female active wear industry and what will be the significant changes likely to happen in the industry
What is included in the Research
Literature Review Report
A systematic literature review on female decision making in regard to the consumption of active wear has been conducted. The review looks at research about women’s participation in sport and physical activity and their consumption of active wear.
Focus Group Report
This report provides details on the focus groups of female consumers of active wear. Using qualitative research, the drivers of females’ purchasing decisions were reviewed, with regard to active wear, sport versus fashion related decision making, and the hierarchy of priorities in purchasing active wear.
Delphi Study Report
The report gives an overview of key findings identified in the Delphi study of 19 active wear brand, marketing and retail experts. These experts completed three rounds of surveys to identify future trends in the female active wear market over the next five years (to 2021), with a focus on consumer behaviour and purchasing decisions.
National Survey Report
The National Survey report provides valuable quantitative research that will allow brands, marketers and retailers to understand, in-depth, the purchase decision-making habits of female consumers of active wear. The study surveyed 1025 female active wear consumers. The sample comprised representatives of the ustralian population ranging from 16+ years of age, who had purchased active wear in the last two years.
The following report provides valuable evidence-based information. It will allow brands, marketers and retailers to understand, in-depth, the purchase decision-making habits of female consumers of active wear, and industry trends of female active wear.
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Together, this valuable research will allow brands, marketers and retailers to better understand the drivers of Australian female active wear consumption, with a focus on consumer behaviour and purchasing decisions.
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Emerging and predicted participation trends and influences for females
The needs of females in sport and physical activity have changed in the past decade. Participation in non organised physical activity is increasing, but decreasing in organised sport.
MOST POPULAR SPORT OR PHYSICAL ACTIVITY FOR GIRLS (5-14 YEARS)
1. Swimming /diving
5. Outdoor soccer
6. Organised dance
MOST POPULAR SPORT AND PHYSICAL ACTIVITIES FOR WOMEN (OVER 15 YEARS)
1. Walking for exercise
Participation rate: 30.4%
Number: 1 7,457,000
Participation rate: 19.1%
Participation rate: 8%
Participation rate: 6.4%
Participation rate: 5.4%
What influences females to participate in sport and physical activity vary according to their life stage
GIRLS/YOUNG TEENS 5–14 YRS
Pre to primary to secondary school
- Fun, enjoyment
- Parental support
(e.g., cost, transport)
- Friends who
- Body image
(e.g. shape, weight
WOMEN 19–64 YRS
School to university or
work, moving out of the
family home, beginning
a live-in relationship,
- Safe, accessible
- Culturally targeted
- Flexible activity
MOTHERS 18-40 YRS
- Suitable and
- Group activities
with their children
OLDER WOMEN 65+
- Reduced cost of
- Health reasons
- Scheduled routine
FEMALES ALL AGES
- Role models
- Feeling confident
- Availability of
- Social interaction
- Focus on reward,
- Welcoming and
- The right to exercise
Emerging female consumer trends in active wear
HEALTHY GROWTH IN THE SECTOR
Sales of women’s active wear
apparel for 2013–2014
In 2013-2014 the US active wear accounted for 16%
(US $33.7B) of the total apparel market and women’s
active wear apparel grew 5% (US $7 B).
Sales of fitness and athletic clothing market for 2015 to 2020
Twelve months ending July 2015, the active wear market was worth $628 million. The market is predicted to grow by over 20 per cent between
2015 and 2020.
CONSUMER-LED INCORPORATION OF FASHION INTO THE MARKETING AND CONSUMPTION OF ACTIVE WEAR BRANDS
Kids active wear
Women play a big part in kid’s active wear
consumption. US data shows that 80%
of purchasers of kids’ active wear are
women, mostly in the 25-44 age bracket.
2013 data also showed that girl’s active
wear attracted more sales growth (8%)
than boys (4%).
Changes to the active wear wardrobe
Reports from Canada and the US suggest the
growth in active wear sales has, in part, been due to
the consumer trend of bringing active wear into their
casual daytime wardrobe. In Canada, women make
60% of active wear purchases with 1/3 being used
for casualwear and only 1/5 being used for sport/
exercise. Furthermore, about a quarter of Americans
report dressing more casually than they used to,
particularly American women.