Five distinct customer groups
Sportswear retailing is becoming polarised into those selling it for fashion, sport, comfort and practicality
Sports Lifestyle (33%): "I buy items only or mostly to wear for leisure/fashion"
Doing the Splits (19%): "I buy some items to wear for sports participation/exercise and other items for leisure/fashion"
Sports Experts (13%): "I buy items only or mostly to wear for active sports participation/exercise"
Double Ups (11%): "I buy the same items to wear for both sport participation/exercise and leisure/fashion"
Sports Avoiders (24%): None of these.
Source: GfK NOP
The consumers who are purchasing sportswear the most are people who have sports life style and they are buying sportswear for the purpose of leisure and fashion.
