Queenax is a leader in functional innovation with its Italian designed and manufactured Queenax functional frames and exercise equipment bring a wealth of different training options to any fitness…read more
Research to explore trends in female consumers’ purchasing of active wear
The Australian Sporting Goods Association (ASGA) has announced a new partnership with Victoria University and 10 Thousand Feet to undertake a major research project into female buyers of active wear.
This $140,000 research project will result in a comprehensive report about the trends in female active wear, consumer sentiment about the category and the future of the category in the Australian marketplace in the next five to 10 years. The report will provide valuable insights to brands, retailers and marketers of female active wear and for companies thinking of moving into that space.
ASGA Executive Director Shannon Walker, explained “the female active wear market has boomed in recent years, with new product ranges from major sporting brands, the expansion of yoga and active lifestyle retailing and, more recently, a number of fashion labels all getting in on the act.
“Despite this increasing trend there has been little research done into active wear and why it is resonating so strongly with the female market in Australia, or indeed overseas.”
The research project, which is expected to be completed in about nine months, will:
1. Identify what drives female consumers in their purchasing decisions with regard to active-wear and what is the place of sport versus fashion related decision-making
2. Understand their hierarchy of priorities in purchasing active-wear
3. Determine if there is a relationship between female purchasing decision-making in regard to active-wear and their participation (or lack of it) in sport and active recreation
4. Identify the (consumer and organisational) trends in the (female and household) active wear-industry. Identify what will be the major changes that are likely to happen in the industry in the next five to 10 years.
The project will involve four stages:
1. A literature review to determine current research in this space
2. Focus groups with female consumers
3. A Delphi study of sporting and active lifestyle brand and retail experts
4. A quantitative survey of female consumers.
The project is being led by senior researchers at Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL), including Dr Clare Hanlon, Professor Hans Westerbeek and Dr Ramon Spaaij, all internationally recognised experts in sports consumers and participation. They will be joined by retail and brand experts 10 Thousand Feet, who manage ASGA’s industry-leading Market Intelligence Surveys into footwear, apparel, golf and sporting goods retail.
Chris Morgan, former Australian Rugby League Chief Executive and a former ASGA Board member, will manage the project on behalf of ASGA, including selling subscriptions to the research.
Commenting on the project, Morgan stated “this is an expensive project – one we cannot do on our own. We’re looking for a number of research subscribers who will receive $140,000 worth of research into this exciting category for a fraction of the cost.
“This is ground breaking research (and) we expect ASGA members and others in the sporting and active lifestyle goods space will be very interested in subscribing to and being involved with the project. We’re also taking this to other stakeholders, including national sporting organisations, investment analysts, business advisory companies and advertisers, to name a few.
“We look forward to working with the sector to deliver this exciting project.”
Anyone interested in being involved or who would like more information can call Chris Morgan on 0412 851 800.
The Australian Sporting Goods Association was formed in 1981 as the industry association representing a broad spectrum of sporting and active lifestyle goods industry participants, including brands, manufacturers, distributors and retailers.
ASGA is a leading industry voice on issues impacting the health, trade, regulation and taxation of the sporting and active lifestyle industries. ASGA aims to foster market growth, provide services and advocate for increased participation in sport and physical activity.
Images (from top): Lorna Jane, Reebok/Les Mills and Country Road.
23rd April 2015 - LORNA JANE LAUNCHES VIRTUAL ACTIVE ROOM
6th January 2015 - FITNESS WEAR AS A CASUAL FASHION
11th October 2014 - COUNTRY ROAD LAUNCHES ACTIVEWEAR RANGE
5th February 2014 - NEW CO-BRANDED REEBOK/LES MILLS FITNESS WEAR HITS THE GYM FLOOR
13th September 2011 - GYM WEAR BECOMES LIFESTYLE WEAR
The Complete Guide to Leisure Industry Products & Services.
Talk To Us For Independent Advice & Specialised Services We're business people, not sales reps IP HUB is one of Australia’s leading advisors on telecoms for both small businesses and…read more
House of Tickets have partnered with i6 who create value in the palm of your hand with the supply of 3D lenticular products. Why 3D? “It’s more than just a ticket” Easy…read more
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
SMC2 constructive solutions are adapted to all kind of sports and their design and materials give them an architectural aesthetic for projects that have a public visibility. SMC2 provide clients with…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
Abel Sports is a leading manufacturer and supplier of premium quality AFL and Rugby goalposts, Soccer and other sporting goals, Flagpoles, flags and banners, coaches boxes and sports barrier nets.read more
JASSTECH Solutions are distibutors for the JAYLED LED lighting range of products, developed specifically for harsh Australian environments. Delivering the highest quality performance of any…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!