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The rapid take-up of online shopping, coupled with the growth in fashionable sportswear, has driven industry revenue. For this reason, industry research firm IBISWorld has added a report on the Online Sporting Apparel in Australia to its growing industry report collection.
Melbourne, Australia (PRWEB) July 15, 2014
The Online Sporting Apparel industry has been kicking goals over the past five years, growing rapidly on the back of the increasing consumer acceptance of online shopping. Consumers have become more computer literate over the past five years, subsequently becoming more adept at and comfortable with using the internet to purchase sporting apparel and other items. Coupled with the introduction of smartphones and tablets, which have been increasingly used for online shopping, industry revenue is forecast to rise by a compound annual 22.6% over the five years through 2014-15. Bricks-and-mortar retailers have begun to realise the benefits of having an online presence, as many consumers moved away from purchasing sporting apparel at physical locations and decided to browse online websites instead. Companies such as Super Retail Group, which owns Rebel and Amart Sports, have expanded their online presence over the past five years in the face of competition from local and overseas online sporting apparel retailers. Industry revenue is forecast to be worth $70.8 million in 2014-15, up 16.3% on the previous year as demand growth begins to slow. Demand for upmarket sporting apparel, such as women's workout gear sold by Lorna Jane and Lululemon Athletica, is nearing its peak. Many consumers have already opted to purchase expensive sporting apparel that does not need to be replaced frequently, partially limiting the potential for growth. IBISWorld industry analyst David Whytcross states, the lower growth potential is expected to continue over the next five years, as fashion trends move away from wearing sporting apparel for non-exercise purposes and as the take-up of online shopping begins to slow.
According to Whytcross, industry operators are expected to try increasing consumers' average spend on each transaction, as the majority of consumers are already shopping online and the market is expected to become saturated with more online sporting apparel retailers. Bricks-and-mortar stores are expected to enter the industry, which will add to revenue but will likely lead to prices being lowered. Greater economies of scale will allow prices to drop and profit margins to improve.
The Online Sporting Apparel industry is characterised by a moderate level of market share concentration. The major companies, Lorna Jane and Super Retail Group, exert significant dominance over the industry due to their size, economies of scale and large customer base outside of the online space. Lorna Jane in particular has been highly proactive in developing its multichannel strategy, launching its online store in 2007 and successfully building its social media presence to drive customer engagement.
For more information, visit IBISWorlds Online Sporting Apparel report in Australia industry page.
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IBISWorld Industry Report Key Topics
The industry includes companies that are engaged in selling sporting apparel online, including online-only stores and online stores that also have a bricks-and-mortar presence.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Technology & Systems
Regulation & Policy
About IBISWorld Inc.
Recognised as the nations most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every Australian industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Melbourne, IBISWorld serves a range of business, professional service and government organisations through more than 10 locations worldwide. For more information, visit http://www.ibisworld.com.au or call (03) 9655 3886.
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