Modern trends in development of the market sports clothing

Fialkovska Anastasiia
Candidate of Еconomic Sciences, teacher, Odessa National Economic University, E-mail:fian.od.ua@ukr.net

Kovalchuk Ivan
master`s student, Odessa National Economic University, E-mail:fian.od.ua@ukr.net

Cite this article:

Fialkovska A., Kovalchuk I., (2018) Modern trends in development of the market sports clothing. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 9(261), pp. 209-222.

Abstract

As the title implies the article describes modern trends in development of the market sports clothing. In our time, the degree of development of sports industries has a significant impact on the pace of development of society, level and quality of life of the population, social and entrepreneurial activity. Sport, as a means of social and economic strengthening of the country, manifests itself in almost all spheres of human activity. In particular, in the economic sphere, this is manifested in increasing demand for services for sports halls and fitness clubs, sales of sports attributes, specialized food, sportswear and footwear. In parallel with this constantly there are new kinds of sport. Therefore, every year, the sport needs grow. From the structural point of view, the sportswear segment holds the largest share of the world market for sporting goods. For modern youth, the popularity of the sports style of clothing is bound not so much with the interest directly to the sport. Besides with the fashion for a healthy lifestyle and the spread of relevant trends in the clothing market. Consequently, the portrait of a modern consumer in the domestic market of sportswear was formed under the influence of such factors as competition between domestic and foreign producers, increasing the influence of the global trend of imitation of world-famous personalities, parallel existence of various fashion trends in various social groups. The sportswear market in Ukraine, despite all the economic hardships, is trying to keep current positions. Of course, the financial crisis of recent years and the growth of the dollar did not allow its development. However, for some of the entrepreneurs, this circumstance has become a cause of bankruptcy, while for others - an impetus for active development. In particular, if until recently, practically all sports shops were focused exclusively on the sale of expensive sports goods of well-known world brands, then in recent years, most products already belong to the middle price segment. The development of this niche also contributes to shifting the bulk of sales from markets with a large number of counterfeit products to stores. In addition, domestic producers are increasingly in demand.

Keywords

analysis of market conditions, market structure, demand, supply, export, import, price.

JEL classification: М310

UD classification: 339.138:687.14

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