The competitive landscape for the activewear market in Australia is similar to the United States, with the exception of a few Australian brands holding some of the market. Because of their brand awareness, global brands such as Nike, Adidas, Under Armour, Lululemon and Reebok hold a large share of the market in the cross-training footwear and apparel market, although, there are a few Australian activewear brands that are quite popular in Australia. In 2015, Nike Australia was the leading brand in sportswear with a 6% retail value share. Since Reebok has a contract with the CrossFit games and sponsors many CrossFit athletes, many women who participate in CrossFit wear Reebok to train. With regard to Australian brands, Lorna Jane and L’urv are
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In Australia, we will still be targeting millennial females, ages 25-30, who strength train and participate in high intensity training activities like CrossFit regularly. The age group comprises roughly 40% of the CrossFit population. These women have an athletic inspired style both in and out of the gym. They are active on social media and exemplify a level of grittiness that defines their personality. Finally, with regard to class, we are focusing on middle class consumers who live in urban areas and have disposable income. This consumer profile is consistent with the population of those participating in activities such as CrossFit. Both our primary and secondary research support this …show more content…
This category grew around 50% between 2012-2014 from approximately $60M to $90M. Much like American women, Australian women are not only wearing athletic clothing to work out in, but 86% of women are wearing active wear to run errands. Quality, brand and experience are also factors that influence our consumers purchasing behavior. As a brand we understand our consumer’s needs and will provide the best products that will allow her to take on her day, regardless of activity.
Fitness is extremely important to our Australian consumer. Over 4.6 million Australians are members of gyms and most are spending over $100 per a month on membership fees. It is also apparent that the CrossFit scene is big in Australia. One box owner, Scott Waugh, explains that the explosive growth due to the, “painfully addictive exercise regime and the ability to make customers feel apart of a community.” Another Australian article we found explains the female to male participants ratios to be surprising. Most box splits are ranging from 60-40 up to 70-30 in favor of
In Australia, we will still be targeting millennial females, ages 25-30, who strength train and participate in high intensity training activities like CrossFit regularly. The age group comprises roughly 40% of the CrossFit population. These women have an athletic inspired style both in and out of the gym. They are active on social media and exemplify a level of grittiness that defines their personality. Finally, with regard to class, we are focusing on middle class consumers who live in urban areas and have disposable income. This consumer profile is consistent with the population of those participating in activities such as CrossFit. Both our primary and secondary research support this …show more content…
This category grew around 50% between 2012-2014 from approximately $60M to $90M. Much like American women, Australian women are not only wearing athletic clothing to work out in, but 86% of women are wearing active wear to run errands. Quality, brand and experience are also factors that influence our consumers purchasing behavior. As a brand we understand our consumer’s needs and will provide the best products that will allow her to take on her day, regardless of activity.
Fitness is extremely important to our Australian consumer. Over 4.6 million Australians are members of gyms and most are spending over $100 per a month on membership fees. It is also apparent that the CrossFit scene is big in Australia. One box owner, Scott Waugh, explains that the explosive growth due to the, “painfully addictive exercise regime and the ability to make customers feel apart of a community.” Another Australian article we found explains the female to male participants ratios to be surprising. Most box splits are ranging from 60-40 up to 70-30 in favor of