Although the Australian women’s clothing and fashion industry has experienced a gradual decline in customers over the last six years, women’s sportswear is holding relatively steady according to the latest results from Roy Morgan Research.
Since 2008, the proportion of Australians aged 14+ buying womenswear in an average four-week period has decreased by almost five percentage points, from 37% to around 32% of the population. The women’s sportswear category, on the other hand, has remained fairly stable over the same period, even seeing a moderate rise in sales between October 2012 and September 2013.
Bought womenswear or women’s sportswear in an average 4-week period
Source: Roy Morgan Single Source (Australia), Oct 2007 – Sep 2013, Australians 14+ average per 12 months n= 19,700. NB: Womenswear includes outerwear, underwear, socks, hosiery and sleepwear.
Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:
“Despite consumer confidence slowly increasing and international clothing retailers such as Zara and Topshop opening in Australia in recent years, the proportion of the population buying women’s clothing on the whole is declining. Obviously, womenswear is a very broad category, and there are some exceptions. Sales of women’s dresses, for example, are much higher than they were six years ago, despite showing no growth in the last couple of years.
“Women’s sportswear, meanwhile, has been reasonably consistent, and has seen a subtle increase in the last year. The success and expansion of active-wear retailer Lorna Jane forms part of this category’s consistent performance; even discount stores such as Big W have released their own celebrity co-branded active-wear ranges.
“On top of this, an increasing number of Australian women are participating in sports — particularly individual sports —which has almost certainly had a flow-on effect on sportswear purchases. A daggy tracksuit or old t-shirt and shorts are no longer sufficient: Aussie women want to look stylish and feel comfortable at the same time.”
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Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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