Sportswear Market in France

TREND

Sportswear continued to outperform other apparel and footwear categories in 2016.
Demand for sportswear stimulated by the growing numbers of people who play sport and work out to stay in good shape as well as the athleisure trend, which refers to a style based on wearing sportswear on a daily basis.
The rise of healthy lifestyles and the proliferation of athleisure have maintained sportswear’s growth momentum.
Growth in sports footwear picked up pace towards the end of the review period and this growth was predominantly driven by surging demand for performance apparel and performance footwear as health-conscious consumers increased their participation in various sports, in addition to the fact that running shoes are becoming a wardrobe staple for many fashion-conscious French people.
Consumers are becoming increasingly accustomed to the comfort of sportswear on a day-to-day basis, functionality and comfort are now core priorities in the apparel and footwear buying process for many consumers.

COMPETITIVE LANDSCAPE

Decathlon SA led sportswear in France in 2016 with a 16% value share, followed by adidas and Nike with respective value shares of 15% and 13%.
Each of these companies are well established in the country and have brands which enjoy high recognition among consumers.
Chained retailers such as Decathlon and Go Sport offer wide ranges of products under various brands and private label, while the mono-brand outlets of adidas and Nike offer comprehensive ranges of products under their own brands.
Both Nike and adidas were able to increase their value sales in sportswear as they reinforced their positions in the category 2016, particularly Nike, which recorded slightly faster growth than adidas.

PROSPECTS

Connected sportswear is expected to be a major trend over the forecast period.
There are already several items of smart apparel and footwear adapted to specific sports activities being marketed in France and each month new launches of such products are reported in the media.
The penetration rate of smartphones in France is particularly high and, as such, French consumers are expected to be receptive to these innovations, driving sales of connected sportswear during the forecast period.


The main motivations for doing sport for French people
Source: Institut Régional de Développement du Sport – Les chiffres clés du sport en île-de-france, September 2016
The 3 main values in Sport for French People
Source: Institut Régional de Développement du Sport – Les chiffres clés du sport en île-de-france, September 2016
Top sport activities practiced in France at least 1h per week
Source: Institut Régional de Développement du Sport – Les chiffres clés du sport en île-de-france, September 2016
Level of engagement based on the Social Profile (in %) Declared Leisure activities in France
Source: INSEP
Declared Leisure activities in France
Source: INSEP

Webography
* http://www.bva.fr/fr/sondages/les_francais_et_le_sport.html
* http://www.economie.gouv.fr/vous-orienter/entreprise/commerce-industrie/8-chiffres-cles-marche-sport-en-france
* Cover photo: Bloomberg.com
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