IBISWorld Market Research
Fashion trends have driven sales of high-quality, premium sportswear.
Melbourne, Australia (PRWEB) July 15, 2014
The Online Sporting Apparel industry has been kicking goals over the past five years, growing rapidly on the back of the increasing consumer acceptance of online shopping. Consumers have become more computer literate over the past five years, subsequently becoming more adept at and comfortable with using the internet to purchase sporting apparel and other items. Coupled with the introduction of smartphones and tablets, which have been increasingly used for online shopping, industry revenue is forecast to rise by a compound annual 22.6% over the five years through 2014-15. Bricks-and-mortar retailers have begun to realise the benefits of having an online presence, as many consumers moved away from purchasing sporting apparel at physical locations and decided to browse online websites instead. Companies such as Super Retail Group, which owns Rebel and Amart Sports, have expanded their online presence over the past five years in the face of competition from local and overseas online sporting apparel retailers. Industry revenue is forecast to be worth $70.8 million in 2014-15, up 16.3% on the previous year as demand growth begins to slow. Demand for upmarket sporting apparel, such as women's workout gear sold by Lorna Jane and Lululemon Athletica, is nearing its peak. Many consumers have already opted to purchase expensive sporting apparel that does not need to be replaced frequently, partially limiting the potential for growth. IBISWorld industry analyst David Whytcross states, “the lower growth potential is expected to continue over the next five years, as fashion trends move away from wearing sporting apparel for non-exercise purposes and as the take-up of online shopping begins to slow.”
According to Whytcross, “industry operators are expected to try increasing consumers' average spend on each transaction, as the majority of consumers are already shopping online and the market is expected to become saturated with more online sporting apparel retailers.” Bricks-and-mortar stores are expected to enter the industry, which will add to revenue but will likely lead to prices being lowered. Greater economies of scale will allow prices to drop and profit margins to improve.
The Online Sporting Apparel industry is characterised by a moderate level of market share concentration. The major companies, Lorna Jane and Super Retail Group, exert significant dominance over the industry due to their size, economies of scale and large customer base outside of the online space. Lorna Jane in particular has been highly proactive in developing its multichannel strategy, launching its online store in 2007 and successfully building its social media presence to drive customer engagement.
For more information, visit IBISWorld’s Online Sporting Apparel report in Australia industry page.
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IBISWorld Industry Report Key Topics
The industry includes companies that are engaged in selling sporting apparel online, including online-only stores and online stores that also have a bricks-and-mortar presence.
Industry Performance
Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle
Products & Markets
Supply Chain
Products & Services
Major Markets
International Trade
Business Locations
Competitive Landscape
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Industry Globalisation
Major Companies
Operating Conditions
Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance
Key Statistics
Industry Data
Annual Change
Key Ratios
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