Sports market: the real "E-Dorado"?
today Nov 28, 2011
According to the NPD Group, over the last 12 months, ended in September 2011, the ‘Big Five’ European markets (UK, France, Germany, Italy and Spain) registered online sales of 2.6 billion euros of sports clothing and footwear. The study group also said that the figure would go up by another 4 billion euros if sales of sports gear were also taken into account.
During the period, the rise in sales of sports clothing and footwear in these five European countries represented 42% of the total growth of the global sports market. Among the companies with the most online sales, five of the best sellers are traditional sports brands, which have always been selling their products in their own stores.
It is important to note that two thirds of sports apparel (clothes and footwear) sold online are aimed at sports activities. The average price of an online buy is around 29 euros against 25 euros in-store. NPD Group’s study also revealed that sales above 100 euros are made more frequently online than at the shop.
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