Latest News

Back to Latest News back

 

New research shows women want fashion and function in active wear

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


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.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Clubware

Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation

 
 

AIS Water

AIS Water, the trading name of Australian Innovative Systems, is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators…

read more

Aquatics / Safety / Technology

 
 

AlphaFit

AUSTRALIAN MADE. BUILT NOT BOUGHT. AlphaFit is a 100% Australian owned family company manufacturing gear specifically for the strength and conditioning, functional fitness and high-performance…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

BODY BIKE AUSTRALIA

BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

CERAMIC SOLUTIONS

Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …

read more

Aquatics / Design / Surfaces / Venues

 
 

HTS Group Ltd

HTS Group Ltd provides a complete design, system integration, installation and maintenance package to the transportation, traffic engineering, parking and sports timing industries in New Zealand,…

read more

Aquatics / Events / Sport / Technology

 
 

SGL GROUP

SGL is an innovative and progressive lifestyle, leisure and community consulting practice, operated by Phillip Gray and active since 1988. SGL has undertaken an extensive range of sport,…

read more

Aquatics / Consultants / Fitness / Recreation / Sport

 
 

TJS Services

TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide.  Our…

read more

Hospitality / Retail / Venues

 
 
 
 

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