Latest News

Back to Latest News back

 

New research shows women want fashion and function in active wear

June 29, 2016

Australian women make a sharp distinction between function and style when purchasing active wear, according to first-of-its-kind consumer research conducted by Victoria University for the Australian Sporting Goods Association (ASGA).

The research found women will pay more for functional active wear that provides comfort, is breathable, and hides sweat, while avoiding stylish active wear that only looks good.

The $140,000 study – aimed at forecasting the drivers and trends in Australia’s female active wear market over the next five years – uncovered the opinions of 72 active women, aged 16 to 35 years, in eight focus groups in metropolitan and regional Australia.

It found women are no longer content to go to male-dominated sports and exercise shops to purchase their active wear, and will instead, seek out retail experiences that cater to their expectations, both in-store and online.

Lead researcher Dr Clare Hanlon from Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL) said the study showed women looking to purchase active wear currently receive surprisingly limited marketing attention from brands and retailers.

Hanlon explained “they are seeking, but have trouble finding, connections to brands that are authentic and speak their language.”

ASGA Executive Director Shannon Walker said the research is a warning for female active wear brands and retailers or any company thinking about moving into the category, adding “women are no longer content to purchase ‘cut-down’ versions of men’s active wear or fashionable items that masquerade as suitable for exercise.”

The research is the first in a multi-stage project to provide valuable qualitative information for brands and retailers wanting an in-depth understanding of female active wear buyers.

The final report is due by the end of 2016.

Other principal investigators in the project are ISEAL’s Professor Hans Westerbeek and Associate Professor Ramon Spaaij.

The Australian Sporting Goods Association was formed in 1981 as the industry association representing a broad range of sporting goods and active lifestyle industry participants, including manufacturers, importers, wholesalers and retailers.

Images courtesy of Nike (top) and Devotion (below).

19th May 2016 - AUCKLAND ENTREPRENEURS PARTNER WITH SURF BRAND O’NEILL TO OFFER NEW RANGE OF YOGA WEAR 

12th May 2016 - ACTIVE WEAR RESEARCH PROJECT MOVES INTO ‘DELPHI STUDY’ PHASE

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

9th March 2016 - SPORTING GOODS SECTOR WELCOMES NEW VICTORIAN ECOMMERCE DEAL WITH CHINA

27th May 2015 - RETAIL INDUSTRIES TO BENEFIT FROM HEALTHIER LIFESTYLES WHILE GYMS TO EXPERIENCE REVENUE DECLINE

20th June 2014 - ISEAL RESEARCH TO FOCUS ON EFFECTIVENESS OF FITNESS SERVICES

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

 

SUNBATHER

Solar Pool Heating & Swimming Pool Covers since 1974. Sunbather offer an Australian made product which undergoes continual development to enable you to trust in the Sunbather brand. We deliver a…

read more

Aquatics / Venues

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

Perfect Gym

Perfect Gym is a modern, feature rich, cloud based facility management software. Now in its sixth year of operation, and having expanded into 16 Countries worldwide, we count some of the largest and…

read more

Access / Fitness / Marketing / Recreation / Technology

 
 

AAC ID SOLUTIONS

AAC ID Solutions is a leading supplier of identification access wristbands, barcoded wristband tickets, lanyards, membership products and RFID solutions for events and venues, working with thousands…

read more

Access / Marketing / Safety / Ticketing

 
 

IEDM

iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Sport / Technology

 
 

WOW Wipes

With poor hygiene identified as a deterrent to member satisfaction in aquatic, fitness, recreation and sport facilities, Wow Wipes anti-bacterial/disinfectant wipes offer a simple, low-cost way for…

read more

Aquatics / Fitness / Recreation / Safety / Sport

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business