on labels are making inroads in the sports leisurewear market. Particularly those that have strong labels appealing to the youth market, such as Tommy Hilfiger, Ralph Lauren Polo and Levi's. Outdoor brands, such as Rockport, Timberland and O'Neil are more prominent also, as a consequence of their high profile appeal to a wide range of consumers. (Mintel – Sports Clothing, November 1998)A market with potential future.The sports clothing market was valued at 1.7 billion in 1997 and is projected to grow further to be worth 1.8 billion in 1998. The market has recovered after the damaging recession of the early 1990s, growing 22% at current prices between 1995 and 1997, equating to 25% in real terms. Clothing continues to increase its dominance of the sports goods market (sports clothing, footwear and equipment), accounting for 52% of sales in 1997, compared to 1994 shares of 49:32:19 for clothing, footwear and equipment respectively. This is partly a result of consumers buying higher ticket items such as outerwear and branded garments. However, footwear is still much more important in sportswear than it is in general apparel (where it takes a 17% share), particularly due to the importance of its high performance positioning to the brand image of the leading sports goods manufacturers. In the future the “sport – good health” look is forecast to gradually increase its shares on consumers expenditure in clothing. (Mintel – Sports Clothing, November 1998) Situation Analysis. Marketing Audit: S.W.O.T & P.E.S.T Analysis.An audit is the means by which a company can understand how it relates to the environment in which it operates. Expressed in its simplest form an audit is the company’s own strengths and weaknesses and how they relate to external opportunities and threats. Strengths: Home shopping arose in the UK because it provided credit to communities. It is commonly acceptable that at least 1/3 of...
