Sports Underwear at the Top of Its Development
The findings of questionnaire
Social polls help to describe the colossal sports textile industry market of France, estimated at 8.5 billion euro for FPS and 9.1 billion euro for Cetelem.
The average family may spend 360 euro on this purpose, in Italy this figure is a bit lower – 252 euro. 42 million of people in France go in for ports which make up nearly 84% of the French. Nevertheless according to Eurostaf, for sports textile industry it’s rather difficult to succeed due to the fact that its activities can not be covered only by the aspect of fashion.
Who “holds” the market?
Nowadays sports fashion is at the disposal of several well-known enterprises: the leading sports brands of universal profile( Nike, Puma, Adidas), trade brands for active leisure(Aigle, Quiksilver, Billabong), fashion clothes brands(Hugo Boss, Prada, Tommy Hilfiger) and technological brands(Thuasne Sport).
Sport may favour the development of underwear industry. The situation on the underwear market is dynamic, it is expanding, for the underwear purchases stand for 6.3% of textile goods total amount in comparison with 5.9% in 2000. Taking this in account the sports market has nice prospects and the young will contribute to it greatly. Still there are lots of points to consider.
The Expert’s Opinion
Celin Luiobo, who has been working in the field of sports underwear industry for 10 years already, remarks that in 1998 only 3 or 4 of 6 trade brands were world-wild known. Today we can count 40 or 50 brands which specialize on sports underwear or offer underwear series without intermediary. She notices that not later than 10 years ago women used to wear only classical bras and were not aware of the danger of traumatism and breast aging caused by improperly selected bra. Nowadays trade brands provide women useful information and stand for the necessity of special underwear for sporting activities.
Innovations
Anita – underwear producing enterprise – has gained popularity on the sportive markets due to its catering for women’s requirements to bandage the breast and variety of sizes provided (even sorting models range from A to I). It also pays attention underwear appearance and comfort. The choice of a woman will be driven by the sum of these criteria. Pier Steiner admitted that they usually make 230 draft samples to create one particular model. For practical purpose Anita has work with 200 women of various figures and ages, who were testing different underwear samples during the trial period according to diverse criteria including operating characteristics.
The most current question for the sports underwear industry is the question of marketing which is now under discussion among the professionals.
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