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

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.

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