Sports Apparel Industry caters to the demands of clothing and footwear for different types of sports. This industry is gaining popularity with every single passing day. Global scenario has changed now, after advent of TV and internet. Sports fans from all around the globe want to watch their favourite games on TV. This trend has given boost to games played in different countries. To make games more appealing and popular, organisers are going extra mile to buy designer, stylish and trendy clothes for their players.
Sports Apparel industry incorporate both athletic footwear and apparel is exceedingly a labour intensive market. Therefore, majority of the production take place in low income countries. Bulk of the workers with in the supply chains of sportswear are young and female and they inevitably work beneath hard terms of employment and underprivileged working condition.
Characteristics of Industry
The ever growing and popular sports apparel industry is busy uplifting its look to project the industry as “Trendy & Stylish” (wto.org, 2010). These are some of the characteristics of the industry:
Sports fans all over the world want to see their favourite players in designer clothes. This reflects demand for good professional clothing & footwear.
Health and fitness conscious people want to wear trendy and smart clothes to match their life style. This reflects the demand for leisure- clothes.
Efficient sales channels are key to this industry. As better is the supply of the apparels, the better will be the demand for the same.
Growth of sports is directly proportional to the growth of international market for sports apparel. This presents strong opportunity for the sports manufacturers.
The chain in this industry typically involves the apparel designers, manufacturers, retailers and the suppliers.
The range of products includes sportswear, footwear, camping equipments, exercise equipments and clothes, firearms & hunting equipments etc.
Sports apparel industry is not a local industry, only catering to the local markets. This is an international industry which thrives on the popularity of the sports all across the globe.
The industry caters to two types of clients- Professionals players and leisure based players.
The better is the quality of sports apparel, technology used the higher will be the demand.
Athletic Footwear – Global Market Share
Presence of big brands makes this industry more noticeable. These days sportswear is considered need rather than want. Strategic stances of some of the popular companies are listed below:
Nike is the world’s largest seller of the sports apparel and athletic footwear. It employs more than 33,000 people from different countries. Year 2009 reported revenues of about $19.20 billion.
The target FY09 aims to track efficiency using new Apparel Index. Year 2015 is marked for quality products achieving the baseline standards. The management is constantly reviewing its apparel policies.
Adidas is a German bases sports apparel manufacturer company. Company products include men clothing, women clothing, watches and eyewear. Company is second largest apparel wear manufacturing company after Nike.
Adidas core competency is based on its customer service, brand recognition, supply chain ad competitive policies.
Reebok International limited is a subsidiary of German Adidas, which manufactures sports apparel, accessories and footwear.
Reebok apparel strategy focuses on product offering and aggressive marketing. The company products have the ability to supply to a niche segment of the market. Its promotional strategy also includes celebrity relationships.
PUMA is a German multinational company that manufactures high-end sportswear, athletic shoes and lifestyle footwear.
PUMA is relatively a new entrant in this industry, trying to gain some market-share. The company is competing against big brands like Nike and Adidas, which are old players in this market.