There are ways of getting marketing data for areas of sportswear through a website called Euromonitor International, you have to purchase this information but it is for any country and can be just in Menswear, Womenswear or any other depending on which area you are wanting to get into and the information you require.
Please see below two screen shots from the website.
As you can see in the image below social media is part of why menswear sales have increased due to men being more self-aware of what they are wearing.
According to an article in The Telegraph sportswear sales are set to surpass £6 Billion by the end of 2015 and sales have been gradually increasing year by year since 2008, please see the graph below from the article.
The article discusses how sportswear has become more fashionable and with celebrities getting involved in the selling of sportswear by promoting it, sportswear sales keep increasing. Campaigns targeting women like the “This girl can” and “Like a girl” have drawn more attention to female sports and increased sales in women’s sportswear. Sport brands launching big campaigns to target a certain audience in order to increase sales seem to be common practice, Columbia sportswear launched their biggest ever campaign October last year to promote their outdoor wear and according to The Oregonian article Columbia Sportswear’s biggest-ever ad campaign features Gert as well as customers and employees they spent over $50 million dollars on the campaign and to get #TestedTough trending on Facebook, Instagram and Twitter. Social media is a big part of any campaign and I will be taking this into consideration when designing the logo’s because social media have certain restrictions for promotional images used, only 20% of the poster can be text and that includes all logo’s, they also compress the image by devaluing the image quality. This I learnt from doing the gaps campaign posters during my last project.
References for this blog;
Euromonitor International (article information and screen shots)- Euromonitor, 2016. Market Research on Sportswear [online]. Available at: http://www.euromonitor.com/sportswear. [Accessed 22nd April 2016].
Like a girl image- Always, 2016. OUR EPIC BATTLE #LIKEAGIRL [online]. Available at: http://always.com/en-us/about-us/our-epic-battle-like-a-girl . [Accessed 22nd April 2016].
The Telegraph (article information and graph)- Lauren Davidson, 2015. Five reasons the UK is going crazy for sportswear [online]. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11812263/Five-reasons-the-UK-is-going-crazy-for-sportswear.html. [Accessed 22nd April 2016].
The Oregonian (article information and image)- Allan Brettman, 2015. Columbia Sportswear’s biggest-ever ad campaign features Gert as well as customers, employees [online]. Available at: http://www.oregonlive.com/playbooks-profits/index.ssf/2015/10/columbia_sportswears_biggest-e.html . [Accessed 22nd April 2016].
This girl can image- Eliza Williams, 2015. Sport England launches This Girl Can campaign [online]. Available at: http://www.creativereview.co.uk/cr-blog/2015/january/sport-england-launches-this-girl-can-campaign/ . [Accessed 22nd April 2016].