To enable the magnitude of the effect of the economic downturn to be seen clearly, this latest edition's market analysis has been split into four time periods:
* historic growth of the market value, 2003-2007;
* current recession in the market value, 2007-2009;
* recovery of the market value, 2009-2012;
* long term growth of the market value, 2012-2016.
Each phase contains estimates of:
* the combined market at retail prices for active sportswear and athletic footwear;
* the market at retail prices for active sportswear;
* the market at retail prices for athletic footwear;
* the market in units for athletic footwear;
* prices in US dollars for athletic footwear.
The report begins with Chapter 1 providing a full executive summary capturing the main points from throughout the report.
Following Chapter 2's introduction, Chapter 3 uses the definition of the market for active sportswear and athletic footwear to estimate what people around the world use their sportswear for. This ensures that there is no ambiguity regarding what products just-style's data represents.
Market estimates are made in Chapters 4-7. These are broken down by product and geographic regions for four discreet time periods. From a base year of 2007, forecasts are made for overall consumption of active sports clothing and athletic footwear to 2016.
In each chapter, market values by region are provided for active sportswear and athletic footwear, plus market volumes for athletic footwear and average athletic footwear prices are given. The data is accompanied by textual analysis to provide context to the numbers.
Comparisons are made in Chapter 7 of the current market estimates and forecasts, with those made in the third edition when the sportswear market's atmosphere was more optimistic. These are provided in data tables showing timeline data from 2003 to 2016.
Chapter 8 Distribution to the consumer
In the majority of the apparel industry, there are three methods of selling merchandise to the consumer:
* selling brands;
* selling retail own label;
* selling anonymous merchandise.
This chapter analyses the manner in which distribution of sportswear to the final consumer takes place. Data includes just-style's estimates of world and regional market size by share of branded, own label and anonymous merchandise. Also, we analyse and estimate market shares of the big brands.
Chapter 9 Product development
Whilst reviewing latest product development, this chapter also looks at how brands are developing products whilst considering tackling areas such as corporate social responsibility (CSR). Other issues covered include counterfeiting, dumping, copyright and taxation.
Chapter 10 Commercial activities
This is a round-up of current and fashionable commercial activities in the active sportswear and athletic footwear industries. Recent and speculative acquisitions are discussed, along with strategic alliances and sponsorship deals of importance.
Chapter 11 Supply chain
Here we discuss supply chain issues, particularly rising costs in China, plus a breakdown of sourcing from other major producing countries.
Chapter 12 China as a market
This report has considered China as a source of supply. But in the last three years, and in particular as a result of the run-up to, and then the aftermath of, the Beijing Olympics, China has increasingly become the subject of major sportswear brands’ attentions as a market.
Chapter 13 The global power of sport
Finally, the report considers the long-term attractiveness of the sportswear industry in its entirety.
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