1、Sportswear trends and purchasesin EU5 April 2025MethodologyContents203.07.15.17.22.26.32.Sportswear and ecommerce overviewSportswear category in more detailImpact of 2024s summer of sportsSportswear purchase journeyThe impact of Amazon Key sportswear personasSummaryMethodologyThroughout this report,

2、multiple GWI datasets are referenced including GWI Core,GWI Sports andGWI Zeitgeist.At GWI,we have an annual sample of 950,000 respondents across 50 countries who take ourCore survey,representing 2.7 billion internet users.Our recontact methodology enables us to survey respondents who have completed

3、 our core survey within the last 4 waves.This data can then be synchronized with our core data,which consists ofover 57,000 data points.Fieldwork dates for this research:August 29th to Sept 5th,2024Sample by country:France803Germany 802Italy816Spain818UK8083Sportswear market segment overview and the

4、 impactof ecommerce 4Ecommerce has transformed purchasingSource:GWI Core Q2&Q3 2024 Base:100,974 internet users aged 18+Region:EU5Ecommerce has had a pivotal role in transforming the sportswear market segment,changing how brands interact with customers and driving growth in sales.Many brands have em

5、braced direct-to-consumer(D2C)sales strategies enabled by ecommerce,and the use of data to power hyper-personalization,loyalty programs,and affiliate marketing.Online shopping behaviors underline the rise of ecommerce in EU5.1 in 3 internet users have made a purchase online in the last week,while 55

6、%have shopped or browsed for products online.Older consumers are more information-driven in their purchase journeys:assessing options more thoroughly than younger counterparts.And ecommerce,like retail websites,gives them easy access to the information they need,with photos,descriptions and reviews