Fast Track

Targeting women as consumers of performance apparel is an increasingly common trend among the many different companies which are part of this industry. On the one hand, big players such as Nike are opening Nike Women stores while niche companies such as Snickers are making workwear specifically designed for females. In general, companies are becoming more focused on the female market.

Women buy more clothes per head than men do. This is true for sportswear and workwear as well as for casualwear. It seems surprising, therefore, that it has taken so long for manufacturers to start targeting this huge consumer group.

• Targeting Women
  • Women are significant consumers and participants in the sports arena
  • Performance apparel for everyday wear
  • Companies make changes
  • Outlook
• List Of Tables
  • Table 1: USA: share of footwear purchases made by women, 2004
  • Table 2: USA: trends in the number of pairs of running or jogging shoes purchased, 1993-2003