A significant growth of sportswear market
While the percentage of purchasing formal suits in Europe decreased from 33% to 17% between 1963 and 2007, the consumption of sportswear and casual wear dramatically increased from 9% to 30% during the same period.
The massive expansion of the sportswear market in the mid- to late 1990s which ran in line with the casualisation of dress codes generally, not just for younger consumers but also for older ones, has to come to a halt. This does not necessarily mean that sports fashion has gone into decline. The continuing popularity of the trainer as the footwear of choice for a wide cross-section of the population as well as that of sweat and track tops, track pants and other items as comfortable, practical clothing is a demonstration that this is not the case.
(Buying director, mail order group of Mintel, 2006)
In this market, retailers have been forced to define more clearly what they are selling: Is it performance clothing for active sportswear, a fashion statement or simply a comfortable, practical and modern form of clothing?(Managing director, outdoor chain of Mintel, 2006) 
Why do I want to conduct this project?
The reason why i have decided to create the sportswear brand is that sportswear market is growing dramatically. While the men's formal suit industry is decreasing, the sportswear market is increasing gradually. Moreover, sportswear brands are expanding their market to the casual wear sector. According to Mintel survey, many sportswear and casual wear brands are focusing on clarifying their brand identity because of this phenomenon. And the graphic designs and branding identity designs of them are very crucial factors in in communicating the brand identity to consumers. And there have been needs for new graphic design and logo types which can reflect rapidly changing young consumers’ desire and can communicate a brand’s concept using an integrated graphic design scheme.
