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Publiez vos documents !The Sportswear Industry : Boom or Gloom ?
Résumé de l'étude de marché
The sportswear industry has witnessed a transition phase in the past few decades. Indeed, the beginning of the 1970s saw the athletic sportswear evolve from specific product lines striving to target and migrate the small and unique markets into mainstream fashion products. The distinct difference between performance and fashion, function and style, formal and informal that once existed has become increasingly blurred. The way of performing in a sport has changed noticeably. It has been observed that playing a sport has turned from the old thought of offense to defence and vice versa to a relaxing activity. Thereby contributing to the all round development of mind and body. Paradoxically sport as an exclusive practice has entered into a different area tending to vanish from being in favor of a multiplicity of sports practices. This evolution has triggered an explosion in sports activities and their diversity makes understanding difficult in today's world. This has left the sportswear market in an arduous situation. Immaterial criteria now seem to have a predominant influence on consumer behavior. Changes in the way of life, the fashion phenomenon and sportspeople like Z. Zidane converting themselves into real "living gods", have elevated the sportswear brand names and brought them into the limelight. The sportswear industry is dominated by a few giants who launch fashion trends and invest aggressively in research and development as well as in advertising and promotion.
Sommaire de l'étude de marché
- Sportswear: a success story
- Changes occurring in the sportswear industry: why this infatuation with sportswear?
- Changes in living conditions
- Development of sports leisurewear
- Shift to fitness and healthy lifestyles
- A highly segmented market
- Teenagers have been identified as the main market driver
- Women emerge as key consumers
- The new outdoor phenomenon
- A booming sector
- Defined as a way of life
- With a growing, regular customer base
- The importance of marketing as a vehicle for reputation and brand image
- Evolution of marketing budgets of big sportswear leaders
- Development of a strong brand name
- The success of brand strategy through innovation
- Technological Innovation
- Innovative advertising campaigns
- Sponsoring : a major impact in the brand image of the sportswear business
- The manufacturing practices within the industry
- Development of relocations and outsourcing practices
- Overview of the location of production
Extraits de l'étude de marché
[...] The answer is to create international regulations that could defend minimum labour standards. In many poor countries, labour regulations are ignored. It is a way to attract foreign investment where labour costs are much lower and legal constraints are virtually non-existent. For instance, in Turkey trade unions are prohibited in free trade zones[24]. Most of the basic rights are codified in the Universal Declaration on Human Rights that all members of the United Nations have signed. Most of the rights contained in the declaration are reflected in international regulations and often, they inspire national legislation. [...]
[...] Their creation has rung alarm bells in many western countries and has increased awareness of the fact that buying sportswear goes much further than expressing taste in fashion; it can be seen as condoning human rights violations Overview of the main organisations Many organisations have been created to defend labour rights in the textile and particularly the sportswear industry. The most famous group is certainly the Clean Clothes Campaign (CCC). It was started in the Netherlands in 1990 by several Dutch non government organisations following a protest in 1989 against the poor working conditions of C&A's Asian subcontractors. From 1995, this initiative spread all over Europe. The aim of the CCC is to create codes of practices and to implement virulent campaigns to publicise the unsound practices of famous brands. [...]
[...] Regulations could just go in the same way and respect the Universal Declaration of Human Rights. At least seven articles of the declaration are infringed. For example, articles 23 and 24 concerning labour rights are totally violated in countries sheltering sportswear production: ?Everyone has the right to form and to join trade unions for the protection of his interests.? Article 23 paragraph 4 is a convincing illustration of those infringements. Whether articles and 24 concern Human Rights in general or Labour Rights in particular are not respected within the supply chain in the sportswear industry. [...]
[...] They tend to seek out the lowest wage-costs. The labour costs are certainly the most important factor in the decision to relocate and outsource. In fact production costs depend to a large part on the wage bill and the reduction of wages inevitably triggers a reduction in production costs. Companies resorting to these methods of production can be more competitive and can either reduce their prices, or use the profits on advertising, research, promotion and marketing, which are essential in order to create a strong brand name in the sportswear industry and to distinguish oneself in a sector where the competition is stiff. [...]
[...] Everyone has duties to the community in which alone the free and full development of his personality is possible. In the exercise of his rights and freedoms, everyone shall be subject only to such limitations as are determined by law solely for the purpose of securing due recognition and respect for the rights and freedoms of others and of meeting the just requirements of morality, public order and the general welfare in a democratic society. These rights and freedoms may in no case be exercised contrary to the purposes and principles of the United Nations. [...]
À propos du contributeur
Dorothée J.Etudiante- Niveau
- Expert
- Etude suivie
- Marketing
- Ecole, université
- Université...
Descriptif de l'étude de marché
- Date de publication
- 2005-11-30
- Date de mise à jour
- 2005-11-30
- Langue
- anglais
- Format
- Word
- Type
- étude de marché
- Nombre de pages
- 50 pages
- Niveau
- expert
- Téléchargé
- 46 fois
- Validé par
- le comité de lecture