Ufoodi is a unique bespoke strategic food agency consultancy that works with independent food and beverage, hospitality operators that recognize the importance of an independent health check on…read more
New research shows women want fashion and function in active wear
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).
12th May 2016 - ACTIVE WEAR RESEARCH PROJECT MOVES INTO ‘DELPHI STUDY’ PHASE
7th April 2016 - COMEDY GROUP PARODIES THE ACTIVE WEAR TREND
20th June 2014 - ISEAL RESEARCH TO FOCUS ON EFFECTIVENESS OF FITNESS SERVICES
The Complete Guide to Leisure Industry Products & Services.
Hydrocare Pool Services Pty Ltd offer 25 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…read more
HG Sports Turf are market leaders in the design and construction of premium sports fields across Australia, New Zealand and Asia. The Sydney Olympics in 2000, 2006 Commonwealth Games in Melbourne,…read more
House of Tickets is Australia and New Zealand's foremost print, ticketing and access solutions specialist, servicing more than 2,000 clients and producing in excess of 40 million per tickets a…read more
At Johnson Health Tech Australia (JHTA), we offer high quality, innovative products under six different brands: Matrix, Vision Fitness, Horizon Fitness, LiveStrong, Tempo and Treo. Each brand is…read more
a_space is an established provider of playground and outdoor fitness equipment Australia wide. We have been designing and constructing high quality, commercial playground equipment in Australia since…read more
Commercial Aquatics Australia provides aquatic solutions nationwide and is one of the largest and most experienced companies specialising in the design, construction, renovation, service, maintenance…read more
Aerobic Microphones Australia provides audio products for the fitness industry. Products include the sweat resistant Cyclemic and Aeromic headworn microphones and pouchbelts that are made in…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!