Sports Retailing in the UK sample pages


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The UK sports goods market has been one of the most resilient retail markets throughout the recession supported by the more robust sectors such as sportswear, bicycles and fitness equipment. In the five years to 2019 incomes will gradually recover and consumers will feel more confident about spending on hobbies and memberships again, causing the market to outperform the previous five year period. Learn more with sample pages from our Sports Retailing in the UK report.

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Sports Retailing in the UK sample pages

  1. 1. Page 1 Sports Retailing in the UK | Published February 2014 Sports Retailing in the UK
  2. 2. Page 2 Sports Retailing in the UK | Published February 2014 63.0 63.0 26.3 24.3 10.6 12.8 2009 2014e % Sportswear Equipment for sport/camping Bicycles Expenditure analysis by category Bicycles is the winning category The bicycles market has consistently outperformed sportswear and equipment for sport/camping over the last five years, with the popularity of cycling to work schemes and greater uptake for leisure benefitting the likes of Wiggle, Chain Reaction Cycles and Evans, which have all achieved rapid sales growth throughout the downturn. We expect cycling to benefit from people looking for cheaper transport alternatives and forecast expenditure on the bicycles market to grow by 41.8% in the five years to 2014. Skates, rackets, fishing and fitness equipment will achieve the least growth in the coming five years Of the three sectors in the sports goods market, the recovery in expenditure on sport and camping equipment will be the most sluggish. Consumers will remain careful when buying into the likes of skates, fishing and rackets, preferring instead to prioritise spend elsewhere and postpone replacement purchases.
  3. 3. Page 3 Sports Retailing in the UK | Published February 2014 Opportunities for non-sportswear specialists remain With fashion playing a greater role in sportswear, we believe there are further opportunities for clothing retailers to develop sports ranges and expand within the market. They have the opportunity to take advantage of shoppers visiting their stores for day-to-day clothing, and at the same time picking up sportswear, boosting convenience for those shoppers that are time pressed. Indeed, over the next five years, we expect clothing retailers to steal share from sports specialists as they improve and widen ranges. Therefore, specialists must ensure that they remain aware of the changes within the sportswear market and react quickly to consumer demands. Opportunities to... • Increase revenue • Target a new customer base • Encourage add on purchases as consumers will cross buy into different categories • Take advantage of consumers’ growing interest in exercise • Respond to a change in consumer perception – shoppers are happy to buy own label sportswear • Incorporate sport-led catwalk trends • Create lifestyle image – a destination for shoppers to buy for different needs • Collaborate with sports figure heads and athletes • Attract young fashion conscious male consumers Threats of… • Losing customers to cheaper high street ranges • A negative impact on revenues • High street rivals offering imitation products for less • Lowering brand appeal if consumers are opting to buy high street own brand • Having to lower price points and offer discounts to better compete • The cost of needing to invest greatly in quality and marketing to justify price points • Spending more on stimulating marketing tactics to regain customer loyalty • More clothing specialists collaborating with athletes – less appeal for specialists
  4. 4. Page 4 Sports Retailing in the UK | Published February 2014 Brand promotion key to the success of pureplays Pureplays able to fill the gaps on the high street With the current dearth of local specialist sports stores, and little more than generic ranges of all-purpose activewear available at sporting retailers, it is unsurprising that sports specialist pureplays have become increasingly popular. By focussing on one activity or sport they provide a more extensive range than a physical store can, making them a destination for shoppers with specific sporting requirements. While the largest sports store in the UK, Sports Direct, will remain the dominant player in the market, the lack of depth in its ranges compared to sports specialist pureplays ensures they will remain successful. Benefits of pureplays Wider range than the high street One sport specialism Value for money Shop when it is convenient Product exclusives Cannot try before you buy Difficult to generate publicityHard to sell items that need fitting Lack of expert knowledge Products not immediately available Limitations of pureplays
  5. 5. Page 5 Sports Retailing in the UK | Published February 2014 Disclaimer All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Verdict Retail. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings, conclusions and recommendations that Verdict Retail delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such Verdict Retail can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect. This research is based on Sports Retailing in the UK To buy this report, please visit our Research Store For more information on the report Please contact Verdict on +44 (0)20 7551 9664, or by email: