PathMinder Pty Ltd have partnered with AllUser Industries srl to bring Europe’s most advanced high security portals to the Australian and New Zealand markets. AllUser Industries started to…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
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…read more
Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…read more
We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…read more
Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…read more
Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
Polin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…read more
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!