The report provides insights into current trends, consumer preferences, emerging opportunities and competitive landscape in the women's sportswear market. Understanding these trends helps companies in making informed decisions about how to differentiate in a growing space.
This report comes in PPT.
Advocacy for gender equality, the push for equal pay and recognition of female athletes have boosted the interest in women’s sports. High-profile events such as the FIFA Women's World Cup and WNBA games have significantly increased viewership, alongside expanded media coverage and social media visibility. Inspiring female athletes serve as role models, attracting new fans and encouraging young girls to participate in sports. Brands have responded to this surge with more sponsorships, endorsements and advertising, enhancing the financial viability and visibility of these sports.
Women’s sportswear grew faster than men’s over the last five years, but despite this better performance, this segment accounts for only 36% of global sportswear sales in 2023. Although women’s sportswear saw gains across regions, performance and drivers differ. Australasia leads in women’s sportswear share and significant growth over the last five years. In contrast, Asia Pacific lags, largely due to lower penetration in China and Japan. Meanwhile, Western Europe and North America have seen modest increases to reach 39% and 35% of overall sales, respectively.
Despite the growing interest in women’s sports, gender gaps persist in the sports world, offering opportunities for those who can capitalise on this expanding segment. Beyond traditional strategies, brands can partner with women in their quest for gender equality in sports or support them in their journey to a healthier lifestyle. Whether by expanding their portfolios, promoting a lifestyle, reaching sports aficionados, or advocating for women, brands have several avenues to support women and unlock growth opportunities in the process.
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
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