Home / Knowledge / News / Apparel/Garments / Market for sportswear never been more competitive
Market for sportswear never been more competitive
Mar '11
Smart But Casual Is Functional For sportswear manufacturers, looking 'smart but casual' while 'wearing functional' is where it's at. Retailers are constantly evaluating marketing strategies with a view to both market penetration and development.

Mainstream fashions now increasingly incorporate an element of the outdoors; camouflage patterns, for example, are worn in casualwear by both men and women. A combination of the fashionable with the functional introduces the great outdoors to mainstream clothing; the idea is for sportswear to become both leisure wear and to retain its functional element.

Marketing strategy takes functional performance of a garment very seriously. This is amply illustrated by the example of Columbia Sportswear, a company that has launched its 'Omni Heat' range, inspired by space technology. A heat reflective coating is applied to the inner lining of the innermost fabric of the garment, reflecting heat back to the wearer's body.

Similarly, antibacterial deodorizing socks and t-shirts are now common at middle range outlets. As a consequence, reflective prints and piping are now found in Reebok jackets, as another example of the gimmicks involved in combining fashion with function. Price, however, usually indicates the durability and performance quality of the garment.

Sportswear can have other functional quirks, with antibacterial, UV protection, quick dry/moisture management, anti-mosquito, anti-static, windproof, waterproof, breathable, stain resistant properties now de rigeur. A quick drying moisture management fabric, for example, removes moisture from the surface of the skin to the inner side of the fabric and then onto the outer side. This helps reduce heat stress and enables the wearer to feel dry. Fibre structure, composition, construction and chemical finishing all contribute to this miracle of clothing technology.

Functional Fabric That Lasts

The manufacturers of specialized fabrics put much effort into research and development. Textile technology is advancing hand in hand with nanotechnology and a massive improvement in functional fabrics' durability and performance has resulted. Commercialized production technologies enable the innovation of fabrics with antibacterial deodorizing, moisture management and stain resistance performance for over 30 household machine washes. High resolution microscopy is utilized by companies to analyze the coating of a fabric surface after repeat laundering.

SGS can help test fabrics innovated by sportswear manufacturers. With its global network of laboratories and the breadth of its knowledge, integrating successful innovative clothing solutions in outdoor and sportswear fabrics has never been more exciting.

SGS Consumer Testing Services

Must ReadView All

'Requirement of polyester filament yarn is increasing'

Textiles | On 19th Jun 2018

'Requirement of polyester filament yarn is increasing'

The requirement of polyester filament yarn (PFY) is increasing as it...

Courtesy: SAC

Textiles | On 19th Jun 2018

SAC to release pilot of Higg Facility Social Labour Module

The Sustainable Apparel Coalition (SAC) will release this year a...

Courtesy: Ebay

Apparel/Garments | On 19th Jun 2018

eBay partners with Noon for e-commerce sales in Middle East

Noon, the $1 billion e-commerce venture backed by Dubai businessman...

Interviews View All

Mohammad Mamun Ar Rashid
UL VS Bangladesh Ltd

Productivity, creativity and innovation play a vital role in the growth of ...

Angelina Francesca Cheang

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Top executives
Textile industry

The foremost issue is bridging the skill gap

Riddhi Jain

Conceived in Europe and curated in New Delhi, NeceSera is a...

Urmil Arya

Sushila International, a well established textile organisation established ...

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Adriano Goldschmied
AG Jeans

The hype around 'designer jeans' was created by him. And the new wave of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search