The comparison of strategies for athleisure apparel product developments of global leading sports brand

• Main Authors: Yun-Jie Liao, 廖芸潔
• Other Authors: Dao-Xing Deng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7qe52c

碩士 === 國立臺北科技大學 === 有機染化紡織產業碩士專班 === 105 === The purpose of this study is to explore the global sportswear industry, and to analyze the market layout, product developments and procurement strategy of sport brands. Due to the healthy life style becomes popular, it enhances the demands for sportswear or active wear. Especially when the fashion elements was added on sportswear, it helps to spread the "Athleisure " . According to statistics, from 2012 to 2016, the retail sales of the global apparel retail market grew at a compound annual growth rate of 3.9%, and the total retail sales in 2016 reached US $ 1,332.1 billion. The compound annual growth rate of the global apparel retail market is expected to increase to 4.6% between 2016 and 2021, with an estimated retail sales of $ 1,659.5 billion by 2021. Nike, Adidas and Anta, these three companies all started with professional sporting goods, with the changes by markets these brands adjust their directions accordingly, and introduce "athleisure" style product line. Each brand had their own strategies but they have the same targets : increasing brand awareness and expanding market share, hoping to enlarge their current markets. Therefore, this study hopes to understand the market layout, product developments and purchasing strategies by comparing and summarizing of Nike, Adidas and Antas. To sum up, the major conclusions of case studies are as below: the strategies trends of three brands, the procurement strategies of three brands and the future market trends forecasting of brands .