Active Wear: Forecasting Future Trends in Female Consumer Behaviour

You are invited to become part of the most exciting sports apparel research ever undertaken in Australia.

Active Wear: Forecasting Future Trends in Female Consumer Behaviour, is a $140,000 research project that will result in a comprehensive report about the trends in female active wear, consumer sentiment about the category and the future of the category in the Australian marketplace in the next five to 10 years. The report will provide valuable insights to brands, retailers and marketers of female active wear and for companies thinking of moving into that space.

The research project, which is expected to be completed  by about mid-2016, will:

  1. Identify what drives female consumers in their purchasing decisions with regard to active-wear and what is the place of sport versus fashion related decision-making
  2. Understand their hierarchy of priorities in purchasing active-wear
  3. Determine if there is a relationship between female purchasing decision-making in regard to active-wear and their participation (or lack of it) in sport and active recreation
  4. Identify the consumer and organisational trends in the female active wear-industry. Identify what will be the major changes that are likely to happen in the industry in the next 5-10 years.

The project will involve four stages:

1.       A literature review to determine current research in this space (completed)

2.       Focus groups with female consumers (completed)

3.       A Delphi study of sporting and active lifestyle brand and retail experts (completed)

4.       A quantitative survey of female consumers (completed).

Each stage will result in a formal report and an infographic of the major points, together with a final report bringing all the data together.

There are three subscription options for this $140,000 research project:

Lead Subscribers ($15,000) receive:

  • The infographic and full report for each stage
  • The final report
  • Participation in the Delphi Study
  • A presentation and workshop by the researchers for your business

Sponsors ($10,000) receive:

  • The infographic and full report for each stage
  • The final report
  • Participation in the Delphi Study

 Participant subscribers ($5,000) receive:

  • The infographic for each stage
  • The final report

The project is being led by senior researchers at Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL), including Dr Clare Hanlon, Professor Hans Westerbeek and Dr Ramon Spaaij, all internationally recognised experts in sports consumers and participation. They will be joined by retail and brand experts 10 Thousand Feet, who manage ASGA’s industry-leading Market Intelligence Surveys into footwear, apparel, golf and sporting goods retail.

This is ground breaking research. We expect ASGA members and others in the sporting and active lifestyle goods space will be very interested in subscribing to and being involved with the project. We’re also taking this to other stakeholders, including national sporting organisations, investment analysts, business advisory companies and advertisers, to name a few.

We look forward to working with the sector to deliver this exciting project. Anyone interested in being involved or who would like more information can call Shannon Walker on 03 9320 2655.