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The Sportswear industry in 2021

COVID19 impacts on consumption & digital stakes: Sportswear companies actually ended up being more resilient than the rest of the apparel industry - the industry outperformed both its market capitalization pre-crisis and other apparel industries, and still continues to outperform.

A change in Strategy: the digital bounce 

With the now great majority of sales realized through e-commerce, Sportswear companies need to ‘bounce’ on that digital wave, and ‘bouncing’ successfully often translates into enabling business-model shifts. Thanks to the surge of e-commerce, Direct-to-consumer (D2C) strategies became the center of attention of numerous brands, allowing them to “bypass traditional retail distribution channels and to go directly to customers, establishing themselves as the outright guardian of the consumer experience.”

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