Latest News

Back to Latest News back

 

Research to explore trends in female consumers’ purchasing of active wear

Research to explore trends in female consumers’ purchasing of active wear
May 20, 2015

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


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

TICKETSERV

As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…

read more

Attractions / Entertainment / Events / Sport / Ticketing

 
 

GreeneDesk

Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology

 
 

SLE WORLDWIDE AUSTRALIA PTY LTD

SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…

read more

Insurance / Venues

 
 

Aquaspin

AQUASPIN™ - Aqua Cycling Aquaspin™’s sessions have been specially designed by our Master Trainer to be challenging yet fun group cycling sessions. Each session is tailored to…

read more

Aquatics / Fitness / Recreation / Wellness

 
 

Ecoline

Ecoline is a highly experienced and skilled company that offers world-first technology in safety, protects the environment and provides a unique and challenging custom-made adventure and educational…

read more

Attractions / Environment / Safety / Tourism

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

HIDROPLAY

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

Aquatics / Play / Recreation

 
 

Summit Fitness

Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/

read more

Fitness / Recreation / Technology / Wellness

 
 
 
 

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