By the end of this year, the sportswear market will have topped £6 billion, predicts research firm Key Note (Sports Insight).
And the key driver of that growth? Female apparel, the firm says, which saw an 11 per cent increase (volume sales) last year, where sportswear grew 9.5 per cent to £5.9 billion.
Marketing campaigns such as ‘This Girl Can’ are thought to have had a positive impact on the sector and there are campaigns and an increase of women-specific products eeking into the trade, including Shimano’s Strongher initiative (launched by Marianne Vos), and BikeBiz’s own Women of the Year project, which will return in 2016. This year, Trek’s John Burke suggested that inside five years he expects sales to women to amount to half of all the brand’s turneover.
Here’s a think piece on the perils of neglecting this opportunity in the cycle industry.