Sports apparel has changed the way Americans dress, thereby affecting the apparel design and retailing industry. The state of the industry is described using four sources of data: a national study, a convenience study of college students, a telephone survey of merchandise managers, and a focus group female college coaches in the southeastern United States. Cross usage of apparel by athletes and non-athletes, the demographic profile of the consumers, and performance and aesthetic characteristics of apparel sought by purchasers are discussed. Recommendations are made for the apparel designer and merchandiser to better satisfy the desires of the consumers.
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Deborah Fowler (1999) studied this question.
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