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SURVEY SAYS THAT TEENS BIGGEST SPENDERS ON SPORTS APPAREL
Published November 29, 1994
According to a survey by the Sports Apparel Products Council, sports apparel -- a $32.2B industry -- "is revolutionizing the fashion industry and is directly responsible for trends that affect both sexes spanning all age groups." Only 8% of the population uses sports apparel strictly for sports or fitness activities, while 35% of the population wear sports apparel exclusively for casual wear; 56% use it for both. Among other results: 86% of consumers own sports apparel; Teens (13-17 year-olds) represent only 8.9% of all sports apparel wearers, but account for 29% of sports apparel dollars spent. Teens own the most licensed wear, basketball apparel and outdoorwear. The average consumer shops for sports apparel 10 times a year and spends an average of $193/year. Teens, however, shop for sports apparel 22.9 times per year and spend an avg. of $311/year. Men spend $201/year versus $187 for women. The top three categories of sports apparel owned by men are licensed wear (65%), swimwear (42%) and running wear (36%). For women, it's swimwear (63%), followed by licensed wear (45%) and bodywear/aerobic wear (41%). Sporting Goods Manufacturers Association Exec Dir Maria Stefan on the impact of teens on apparel: "Teens are trendsetters and what they wear ends up influencing the entire fashion industry" (SGMA).