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SUMMARY
The global market size of performance sportswear is currently estimated at
US$6.40bn, having risen 19.4% over the last four years, and is expected to
grow a further 18.75% to US$7.6bn by 2014.
It is important to understand why and how yesterday's performance apparel
emerged in order to better consider and speculate how it is likely to develop
in the future. The dynamics of the performance apparel sector are more akin to
the dynamics of pharmaceutical and hi-tech industries, than to the high street
textile industry, and this affects the way the sector behaves. It is both the
theme and contention of this report that performance apparel is entering
another stage in its evolution.
In the days of prehistory, clothing covered the body, providing warmth,
protection and, as time progressed, a degree of modesty. It then began to
change from purely function, into fashion and function. Clothes delivered a
statement about status, wealth and sophistication. Today, that statement has
developed further into one about being 'fit for purpose', clothing that
performs. In a 21st century that is prone to regulation - and full of health
and safety standards - fitness for purpose is an important issue.
This is the third edition of just-style's review of the performance apparel
market. In the previous edition, the idea was put forward that the consumer -
in the developed world, at any rate - is now accustomed to the idea of
performance, and expects performance from both garments and fabrics.
Performance is now a given.
In this latest edition the sector is reviewed worldwide, by analysing a global
industry which has two segments: sportswear and protective clothing, both
including performance apparel. As a result of this, performance apparel is
sold in two different ways, at two different price points. As sportswear, it
is sold to the individual consumer at retail prices. As protective wear, it is
primarily a B2B sale to the wearer's employer at wholesale prices.
This report provides a comprehensive review of the global performance apparel
market, including a definition of the market, market estimates 2004-2014,
market dynamics and key strategic issues, evolution of the market (past
present and future) and the use of textiles in safeguarding the health of the
human body.
TABLE OF CONTENTS
Chapter 1 Executive summary
Chapter 2 Introduction
- Why is performance important?
- Performance is now expected
- Report coverage
Chapter 3 Performance apparel defined
- Theme of the 2008 report
- Performance apparel defined
- Sports, sports participants and sportswear
- Definitions of sportswear (according to SGMA)
- Total sports apparel
- Active sports apparel
- Sports-licensed apparel
- Performance sportswear
- Performance protective wear
- Definitions of corporate wear and protective wear
- Workwear
- Career wear
- Corporate casual wear
- Uniforms
- Protective clothing
- Performance apparel as garments, fabrics and trims, fibres and treatments
Chapter 4 Performance apparel market estimates
- Explanation of the methodology for calculating performance apparel market
estimates
- The 2004 performance apparel market
- The global performance apparel sportswear market
- The global performance apparel protective wear market
- The 2008 performance apparel market
- The global performance apparel sportswear market
- The global performance apparel protective wear market
- The 2014 performance apparel market
- The global performance apparel sportswear market
- The global performance apparel protective wear market
- The just-style annual trend line, 2004-2014
- The world market for performance apparel at wholesale prices in 2008 and
2014
Chapter 5 Performance apparel market dynamics
- Introduction and performance apparel history
- The product life cycle
- Context
- Phases of the product life cycle
- A: Pre-introduction
- B: Introduction
- C: Growth
- D: Maturity
- E: Responsiveness to context
- Micro level: Industry players
- Protective wear companies
- Sportswear companies
- Customers
- Protective wear customers
- Sportswear customers
- Protective wear suppliers
- Sportswear suppliers
- The revenge of suppliers
- Protective wear competition
- Sportswear competition
- Complementors
- Macro level: Non-industry issues
- Economic deterioration (credit crunch)
- Sportswear as fashion
- Sports performance participation
- Regulation
- The environment and corporate social responsibility
- Industrialisation in the developing world
- F: Potential scenarios for further performance apparel evolution
- Scenario 1: Fit into a new market - successful commoditisation
- Scenario 2: Extension to fit an existing or similar market
- Scenario 3: Immediate withdrawal and replacement
- Portfolio management and the optimal product development path
- The quest for the optimal path
- Looking into the future (long tail theory)
- Is there a possibility of enlarging the market?
Chapter 6 Safeguarding the human body
- The US Army Casualty Care programme
- The University of Ulster's Smart Clothes project
- Smartex's smart clothes
- Thermal monitoring
- EU involvement
- PSV Eindhoven: Football meets sports medicine
- Shoe technology
List of figures
- Figure ES1: Phases of the performance apparel life cycle
- Figure 1: Sports/product category matrix
- Figure 2: Performance protective wear matrix
- Figure 3: Players in the performance apparel sector
- Figure 4: Phases of the performance apparel life cycle
- Figure 5: Attributes of DuPont Sorona fibre
- Figure 6: Contextual fit
- Figure 7: A new view of movement within the pyramid of needs
- Figure 8: Pull marketing - Triumph, Eurojersey and Invista
- Figure 9: Forces for commoditisation
- Figure 10: Long tail theory
List of tables
- Table 1: Example sports that have UK associations
- Table 2: US sports ranked by participants, SGMA survey 2007
- Table 3: Retail and wholesale prices and costs for performance apparel,
using a waterproof jacket as an example (US$ and %)
- Table 4: The performance apparel market, 2004 and 2008 (US$bn and %)
- Table 5: The just-style performance apparel market trend line, 2004-2014
(US$bn and %)
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