When it comes to exercise, there are those who believe that looking the part is half the battle won. After all, if you look sporty, you’ll be motivated to act sporty too, right? And that starts with the right outfit. The latest findings from Roy Morgan research show that 732,000 Australian women 14+ (or 7% of the female population) buy women’s sportswear in any given four weeks, spending an average of $74.
What’s more, the sport a woman participates in appears to influence whether she is more or less likely to purchase sportswear. For example, 22% of women who participate regularly in combative sports such as boxing and martial arts buy active-wear in an average four-week period.
Women who play tennis (21%) or netball (21%) or partake in aerobics (16%) on a regular basis are also well above average for purchasing female sportswear.
Buying women’s sportswear: by sport practised
Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=9,201)
In contrast, women who play regular golf (7%) or lawn bowls (1%) are far less likely to buy active-wear in an average four weeks.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Gone are the days when a baggy tracksuit would suffice for sporting pursuits: these days, exercise is almost as much a fashion statement as a physical activity. With active-wear labels like Lorna Jane, Lululemon and Running Bare bridging the gap between fitness and chic-ness, Australian women are spoilt for choice when it comes to sportswear.
“Our data shows that the sport/exercise a woman does has some bearing on her likelihood of buying sportswear. Women who regularly take part in combative sports (martial arts, boxing), tennis and netball are most likely to purchase sportswear in an average four weeks, which suggests the gear they wear takes more of a hiding than in some sports.
“It’s also worth noting that women who participate regularly in team sports are more likely overall than those engaged in individual sports/exercise to buy active-wear: no doubt because of uniform requirements, or perhaps because there is a more ‘social’ aspect to the sport – image matters more when there’s someone watching.
“With more than four million Aussie women engaging in sport/exercise regularly, the most successful active-wear brands know their consumers in detail — not only the sports they play and their budget, but their age, attitudes and habits — and tailor their marketing communications accordingly."
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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