Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…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.
At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…read more
Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…read more
Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…read more
Rhinoplay offers playground equipment in Australia that is safe, durable, and most importantly fun! We specialise in creating unique indoor playgrounds for play centres and outdoor playgrounds for…read more
Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…read more
Aflex Inflatables are the leaders for obstacle courses, pool toys, waterparks and land-based watersides and fitness runs. They are industry leaders offering the widest range of pool, lake and beach…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!