What’s been bubbling up in online conversations relating to the business of sports apparel?
A study conducted by Clootrack of sports apparel, using 32K consumer reviews from the world’s top 21 brands, including Adidas, Nike, and Reebok, uncovered key drivers of consumer behavior throughout the entire buyer journey.
The study found that whether a customer shops in-store or online, their choice of retailer and ultimate purchase decision centers on size & fit and the material and fabric.
We look at some of the most popular insights in consumer discussions relating to the sports apparel industry.
Insight 1 – Increased demand for affordable clothing
There is a trend of increased customer reviews (by 60%) for sportswear priced lesser than $50. Similarly, SKUs in this price range have increased significantly by 86% during 2022.
Clootrack customer experience tracker
Customers buying premium products tend to be more finicky and have higher expectations of accurate size, the precision of fitting, fabric material, and stylish looks. While customers buying economical sportswear products are more concerned about the quality as they fear it may get compromised to cut costs.
Insight 2 – Color is an essential factor in upper wear, while comfort in bottom wear
Out of 3K reviews that speak of the aspect ‘color’, 74% are positive customer reviews for upper wear vs. 65% for bottom wear, indicating that color is an important factor for sportswear customers when it comes to upper wear.
Clootrack customer experience tracker
Customers are looking for colors that match their style and personality, as well as fashionable and trendy colors.
Color is used to make a statement or express an emotion. Bottom wear is expected to have a more precise fitting and be comfortable and designed to provide more support and protection.
Insight 3 – Quick dry sports apparel has found its moment
Quick dry clothing has gained 82% of positive reviews from 879 reviews analyzed for this aspect.
Customers are raving about quick dry apparel because it absorbs sweat and dries quickly, allowing them to go from sweaty to dry again quickly. It’s lightweight material for hot, muggy summer days and nights, and it washes well and dries quickly. It also takes up very little space when traveling, making it convenient and easy to wear again. Customers are also noting how quickly the apparel dries after being washed.
Insight 4 – Wrong compression causes concerns
Customers discuss compression clothing, such as pants, shirts, and leggings. They are talking about the level of compression, how it fits and moves with the body, and that sizes may run small.
Customers praise the relief from sore muscles and leg cramps during workouts that compression clothing provides, as well as comfort and support during activities. Some customers say that the leggings have just enough compression, while others say they eventually lose their compression.
Insight 5 – Men are from Mars, and women are from Venus (women prioritize comfort, while men prefer quality)
A deep dive into customer reviews indicate that men tend to place a higher emphasis on the functional aspects of clothing, such as quality, fabric, looks, and style, while women are more likely to prioritize aesthetic qualities, such as color and comfort. The analysis is a glaring example of the saying – Men are from Mars, and Women are from Venus.
Clootrack customer experience tracker
Looking ahead to the sportswear industry
In 2023, consumers will be unpredictable and quick to change based on their needs. Brands will need to consider carefully the factors that affect shopping behaviors and respond accordingly.
The study shows that consumers are increasingly focused on quality, fit, and affordability and are willing to pay for products that meet these criteria. Brands that can offer high-quality sportswear at an affordable price point, with a focus on the right fit and fabric, will be well-positioned to capture a significant share of the market.
Uma Bhat is a Customer Experience and Consumer Insights leader at Clootrack, a real-time customer experience analytics platform. Uma is focused on helping brands to decode customer data and transform customer feedback into intelligence.
