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Active Wear research project moves into ‘Delphi Study’ phase

May 12, 2016

The Australian Sporting Goods Association is calling on industry experts in the design, branding, marketing and retailing of women’s active wear to sign up for the Delphi Study of the Active Wear: Forecasting Future Trends in Female Consumer Behaviour research project.

A Delphi Study is a type of research methodology that asks experts in a particular sector (in this case the female active wear industry) to provide their thoughts on the future of the sector.

The commitment for participants is 90 minutes over a three month period, during which they will be asked to complete three surveys (of about 30 minutes each). These can be completed whenever and wherever the participant is located.

The responses will be anonymised and collated, so no individual’s responses will be able to be identified.

We’re particularly interested in learning what industry experts think about the following issues and how things may change in the next five to 10 years.

1. 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. What is their hierarchy of priorities in purchasing active-wear?
3. 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. What are the consumer and organisational trends in the female active wear-industry?
5. What will be the major changes that are likely to happen in the industry in the next five to 10 years?

The Delphi Study is the third stage of a four stage, $140,000, research project. It 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.

The project is being led by senior researchers at Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL), including Dr Clare Hanlon, Professor Hans Westerbeek and Dr Ramon Spaaij, all internationally recognised experts in sports consumers and participation. 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.

All participants will receive a free copy of the Stage Three (Delphi Study) Infographic, valued at $5,000.

Companies interested in participating in the Delphi Study, or finding out more about the project, should call Shannon Walker of the Australian Sporting Goods Association on 03 9320 2655. 

Images: Active wear from Alanic (top) and comedy group Skit Box parodies the active wear trend (below).

7th April 2016 - COMEDY GROUP PARODIES THE ACTIVE WEAR TREND

30th March 2016 - WORLD’S LARGEST SPORTS RETAILER SET TO ENTER AUSTRALIAN MARKET

6th January 2016 - BREAKING THE GLASS CEILING FOR WOMEN IN SPORT

20th May 2015 - RESEARCH TO EXPLORE TRENDS IN FEMALE CONSUMERS’ PURCHASING OF ACTIVE WEAR

6th January 2015 - FITNESS WEAR AS A CASUAL FASHION

 

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