Sina Horsthemke

Sports and Fashion

How Well Do Sports Brands Fit into the Fashion Market?

Which brands stand for which values? Which customers identify themselves with which label and why? Market researcher Dr. Ottmar Franzen got to the bottom of these questions at the ISPO Academy.

Dr. Ottmar Franzen bei der ISPO Academy
Dr. Ottmar Franzen at the ISPO Academy 

The values of people are different. Some people are looking for security, others for adventure. For some, social aspects play an important role, others are concerned with success. And depending on how much someone identifies with which values, he or she prefers certain brands. So much for the theory.

Market researcher Dr. Ottmar Franzen has been involved in the practice for 25 years. He analysed the values of fashion buyers in Germany, compared them with selected sports brands - and presented the results at the ISPO Academy at ISPO Munich 2020.

Sports Brands Are Becoming a Fashion Trend: Everybody's Darling or Niche Brand?

Franzen compared four brands with different value concepts of people. The market researcher came to the following conclusions:

  • Adidas: "The brand is Everybody's Darling and is so successful because there is something for everyone - including fashion buyers."
  • Under Armour: "The label is more popular with men, not very established with fashion buyers and more of a niche brand for the adventurous."
  • Converse: "The company sets clear and individual style accents, has conquered the fashion market and rather reaches women as a target group."
  • Jack Wolfskin: "The outdoor company has lost its youth, is highly accepted by fashion buyers and is especially popular with people aged 51 and up.
  • Planet Sports: "The board sports company has a clear focus on people for whom tolerance and enjoyment are important. It's trendy, it's young and it's in the fashion world."
Adidas TERREX at ISPO Munich 2020
Adidas TERREX at ISPO Munich 2020

Conclusion: Brands Should Always Reinvent Themselves

The conclusion of the market researcher can be summarised as follows:

  • Especially when brands set a clear focus, they reach their target group.
  • Strong brands reinvent themselves again and again.
  • Brands that are more likely to be accepted by older people lose their younger customers.
  • Retail brands can also focus on specific values.

About Dr. Ottmar Franzen

Market researcher Dr. Ottmar Franzen is managing partner of Konzept & Markt GmbH. The graduate economist already worked in market research in Lucerne and then moved to Nielsen in Frankfurt. Konzept & Markt GmbH, which he founded in 1996, specializes in retail, customer and brand research.

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Sina Horsthemke

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