The purpose of this report is to explore the state of the UK sports and underwear market in order to ascertain the appropriate strategy for starting a high-end female sports underwear brand in the region. Secondary data, mainly from Mintel database was used to help gather…
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Competitive analysis reveals that the underwear market in the UK is highly competitive and overcrowded. It has an enormous extent, making it difficult to break it down to narrower segments. On this basis, the underwear market is regarded as too large for the high-end female sport underwear to handle. As such, the UK underwear market was eliminated from further exploration (Halasa 2008).
The sportswear market is anticipated to grow in the coming years, reaching its peak in 2015 at 4.89 billion pounds (Morgan 2001). This growth has encouraged various non-sport retailers to widen their clothing lines, including clothing lines. The sportswear market is growing more quality conscious, and consumers have shown significant potential to pay for it. This has created an opportunity for the high-end female sports underwear in the region.
Findings show that females aged between 21 and 24, both within active leisure and mainstream sport are the appropriate target group for the high-end female sports underwear in the UK. This group is an opportunity for the company, as it provides it with an opportunity to tailor its products, and offer wool underwear in line with sports underwear.
Nike and Adidas are the major players in the market. As such, it is vital for the high-end female sports underwear start up to gain a strong position. By entering the market as an untraditional retailer, the company will build a strong brand and manage to enter the UK market successfully. An agent will be highly suitable, as this will offer the high-end female sport underwear company with sufficient information about the market.
The company will specialize in the production and sale of high-end female sports underwear brands. With sufficient information regarding the market, strong brands for children, men and women, the company will contribute to growth as well as profitability for convenience goods. The high-end female sport underwear brand will serve as part of an
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