世界のアクティブスポーツウェアおよびスポーツシューズ市場レビュー：2014年までの市場予測（2008年版）

Abstract

With growth in these apparel sectors being very much marketing-driven, 2008 is an important year for the active sportswear and athletic footwear industry. Not only is it an Olympic year, but an Olympics that will take place in Beijing, China, creating a completely different environment for the world' s major sporting event than is the case in developed economies.

As reviewed in this third edition report from just-style, a lot is riding on this oppourtunity for the major sports brands, all of which will be paying attention to the domestic Chinese market, the Olympic tourist market and the world market spin-offs from television coverage, not to mention internet exposure of their product catalogues.

The active sportswear and athletic footwear product group is one of the most heavily-branded areas of apparel. There are only two truly global players: Nike and Adidas-Reebok. They compete with a multitude of smaller and regional sports brands, and also with the sports ranges of casualwear brands. The purchasing choice is frequently determined by the sportsman or woman you admire, or the team that you follow and therefore the brand that you aspire to wear.

The sportswear product segment is one of the most confusing to define and categorise, and the argument of ' what makes a consumer of sports clothing and athletic footwear?' is a theme which runs through this report.

As consumers, we have all become ' available' to sports brands and retailers trying to reach us with their marketing material. The main reason for this being that sport is a huge business, and particularly, a huge business for television. This is backed up by the SGMA' s recent suggestion that the sportswear sector is becoming less ' professional' and less ' extreme' . On the other hand, it is in the commercial best interests of the equipment, clothing and footwear providers to ' up' the value of their products by relating them to real or perceived benefits.

This latest global market review concentrates on consumers who enjoy a sporting lifestyle, and garments that will be used in active sport, including competition, recreation and exercise, with comprehensive data and analysis including:

• Definition of the market for active sportswear and athletic footwear
• What people around the world use their sportswear for
• Market estimates broken down by product and geographic region
• Forecasts for overall consumption to 2014
• Supply to the market
• Market share of the global players and review of secondary players
• Product, styling and lifestyle trends driving the industry forward

Table of Contents

Chapter 1 Executive summary

• Report scope
• This sporting life: Report introduction and theme
• The active sportswear and athletic footwear market
• Market estimates
• The market in 2005 and 2007
• The market in 2014
• Supply to the market
• Developments in sportswear

Chapter 2 Introduction and report theme

• The theme of this edition
• Clothing and footwear sporting definitions
• This sporting life: Live the dream
• Report contents and coverage

Chapter 3 The active sportswear and athletic footwear market

• Source of the definition of active sportswear and athletic footwear
• Total sports apparel
• Active sports apparel
• Sports licensed apparel
• Sports and their participants
• Apparel, footwear and equipment
• The sports/product matrix
• Sportswear, population, regions and the ' propensity to purchase'
• Sources of data
• Units and exchange rates

Chapter 4 Market estimates

• The active sportswear and athletic footwear market, 2005-2007
• Growth, 2005-2007
• Market estimates, 2007
• International background
• World market estimates, 2007
• Population
• Combined market value and spend per person
• The active sportswear market
• The athletic footwear market
• Market estimates, 2014
• Future drivers of the active sportswear and athletic footwear markets
• World market estimates, 2014
• Population
• Combined market value and spend per person
• The active sportswear market
• The athletic footwear market
• Market growth, 2007-2014
• Active sportswear growth, 2007-2014
• Athletic footwear growth, 2007-2014
• Annual time lines

Chapter 5 Supply to the market

• Channels of distribution
• Retailers, brands and no-name merchandise
• Global brands
• Other important companies in the sportswear sector
• Competition from the casualwear ' pretenders'

Chapter 6 Current and future developments in sportswear

• Sports and the clothing and footwear that is worn
• Attitude, aspiration and product
• Converse
• Toray
• Fila
• Nike
• Celebrity, the cult of celebrity and sponsorship
• The retail situation
• Supply and the control of costs
• Licences and joint ventures
• Brand ownership and acquisitions

List of figures

• Figure 1: Percentage split of active sportswear and athletic footwear in the world, 2005 and 2007 (%)
• Figure 2: Global regional population share, 2007 (m people and %)
• Figure 3: World market and spend per person, for active sportswear and athletic footwear, 2007 (US$m and US$)
• Figure 4: Active sportswear by region and population, 2007 (US$m and %)
• Figure 5: Active sportswear spend per person by region, 2007 (US$)
• Figure 6: Athletic footwear by region and population, 2007 (US$m and %)
• Figure 7: Athletic footwear spend per person by region, 2007 (US$)
• Figure 8: Athletic footwear by region and population, 2007 (m units and %)
• Figure 9: Global regional population share, 2014 (m people and %)
• Figure 10: World market and spend per person, for active sportswear and athletic footwear, 2014 (US$m and US$)
• Figure 11: Active sportswear by region and population, 2014 (US$m and %)
• Figure 12: Active sportswear spend per person by region, 2014 (US$)
• Figure 13: Athletic footwear by region and population, 2014 (US$m and %)
• Figure 14: Athletic footwear spend per person by region, 2014 (US$)
• Figure 15: Athletic footwear by region and population, 2014 (m units and %)

List of tables

• Table 1: US top sports ranked by participants, 2006 (no. of participants and %)
• Table 2: The sports/product category matrix
• Table 3: Estimate of the propensity to purchase in the developing world, 2007
• Table 4: Exchange rates as of 11 October 2007
• Table 5: Main regional consumption of active sportswear and athletic footwear, 2005 and 2007 (US$bn and %)
• Table 6: World and regional markets for active sportswear and athletic footwear, 2007 (m people, US$ and units)
• Table 7: World and regional markets for active sportswear and athletic footwear, 2014 (m people, US$ and units)
• Table 8: Active sportswear growth by region, 2007-2014 (US$m and %)
• Table 9: Active sportswear growth in spend per person, by region, 2007-2014 (US$ and %)
• Table 10: Athletic footwear growth by region, 2007-2014 (US$m and %)
• Table 11: Athletic footwear growth in spend per person, by region, 2007-2014 (US$ and %)
• Table 12: The combined sportswear market by region, 2003-2014 (US$bn)
• Table 13: The active sportswear market by region, 2003-2014 (US$bn)
• Table 14: The athletic footwear market by region, 2003-2014 (US$bn)
• Table 15: The athletic footwear market by region, 2003-2014 (m units)
• Table 16: The combined sports market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
• Table 17: The active sportswear market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
• Table 18: The athletic footwear market by region as an index, 2003-2014 (US$ percentage growth, 2007=100)
• Table 19: The athletic footwear market by region as an index, 2003-2014 (unit percentage growth, 2007=100)
• Table 20: Branded, own-label and anonymous merchandise US dollar share, 2005 and 2007 (%)
• Table 21: Adidas and Nike shares of world active sportswear and athletic footwear markets by region (US$bn and %)