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Fast track: message from ISPO 2010--sports brands should pursue the older generation
published in Issue 31, 4th quarter 2009
ISPO 2010—held in Munich during February 7-10, 2010—once again broke all records in terms of exhibitors and visitors. Its success reflects growth in the markets for sportswear and equipment in most parts of Europe.
The event attracted around 2,000 exhibitors, of whom 83% were from outside Germany. Also, the organisers claim to have drawn over 64,000 visitors—7% more than in 2009—from no fewer than 177 countries.
ISPO (International Trade Fair for Sports Equipment and Fashion), now in its 40th year, is the world’s largest and most diverse exhibition for the sports community.
The event is dominated by brand companies which emphasise the design of their products and the sporting advantages to be gained by using them. And at the receiving end of those companies’ promotional campaigns, there is a dedicated proportion of consumers who are willing to pay hefty premiums to obtain them. As a result, the value added in sports apparel goes far beyond that which prevails in apparel markets in general.
Significantly, for the third year running, European sporting goods retailers performed better than the retail sector as a whole in 2009, according to an organisation representing European sporting goods retail associations, Fédération Européene des Associations de Détaillants en Articles de Sport (Fedas).
Moreover, it is generally believed that sales will be boosted further in 2010 as a result of the Vancouver 2010 Winter Olympic Games in Canada in February as well as the football World Cup in South Africa in June-July. A further boost should come from the gradual improvement expected in the economies of major markets during the year.
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Performance apparel represents one of the fastest growing markets in the global textile and clothing industry--and market growth is being fuelled by an emergence of new fibres, fabrics and innovative materials. The market's growth prospects are also being spurred by increasing demand for performance properties in mainstream fashion.
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