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Brands gear up to tap the growing female sportswear market

"Women power is gaining prominence in 2019 as many female sportspersons are setting records in some of the world’s historically male sports. This was particularly evident when Cori ‘Coco’ Gauff become the youngest player to qualify for Wimbledon and the USA’s women’s soccer team won their second consecutive FIFA World Cup title. Also, more women now occupy high level positions like head coaches and even as owners of male dominated sports teams."

 

Brands gear up to tap the growing female sportswear marketWomen power is gaining prominence in 2019 as many female sportspersons are setting records in some of the world’s historically male sports. This was particularly evident when Cori ‘Coco’ Gauff become the youngest player to qualify for Wimbledon and the USA’s women’s soccer team won their second consecutive FIFA World Cup title. Also, more women now occupy high level positions like head coaches and even as owners of male dominated sports teams.

This growth in female sportspersons is being tapped not just by activewear but also other fashion brands. Edited’s retail data platform analysed the new offerings launched by brands for two of the most prominent US female team sports.

The data tracked over 500 new soccer related products. It noted that the vast majority of products stocked byBrands gear up to tap the growing female sportswear these brands included T-shirts and jerseys. The top two stockists included Fanatics and Dick’s Sporting Goods, which stocked 255 and 129 products respectively. Retailers like Walmart and Macy’s are also breaking into the top five list with their product offerings too. This trend suggests that there’s demand for this product and retailers are capitalising on it. This is encouraging retailers to stock more sports-related assortments, and align their drops around particular sporting events.

WNBA increases stock of women sports apparels

Founded in 1996, the WNBA recently increased its stock of women sports apparels by 261 per cent YoY. The league procured its apparels from not just existing goods retailers but also first time investors. Its pricing structure for buying these apparels has also changed with the price of its cheapest garment decreasing from $22.00 last year to $7.99 this year. However, price of its most expensive garment has increased from $75.00 to $139.99. The average full price commanded by the brand has risen dramatically, while its number of products discounted has declined.

Growing market influences brands to launch new styles

The sportsworld has not just influenced the runway but has successfully translated well into the mass market. For example, many brands launched new sports jerseys as a part of their Spring ’20 collection. They also introduced new athleisure styles. For instance, Nike, which earlier stocked only $35.00 Dri-Fit t-shirts, now offers premium $100.00 WNBA jerseys.

The growing popularity of sports apparels makes it necessary for brands to launch innovation trends in this sector. Edited helps these brands to achieve this goal besides helping them to monitor new upcoming market trends.

 
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