Sports brands see a surg­ing women’s mar­ket

The China Post - - LOCAL -

Ma­jor sports brands have seen in­creas­ing po­ten­tial in the women’s mar­ket in Tai­wan, launch­ing fe­male-ex­clu­sive events to tap into this less-tra­di­tional con­sumer base.

Adi­das, which has been hold­ing a women’s train­ing camp since March 28 for a month- long shop­ping cam­paign, said the event has at­tracted nearly 4,000 at­ten­dants as of Thurs­day.

While most of the train­ing pro­grams are free, tai­lored ser- vices in­clud­ing photo shoots, make- up and health prod­uct sampling are es­pe­cially popular, the sports brand said.

Cyn­thia Tsai, 26, said dur­ing her boxing class that she has found the pro­grams fun and inspiring.

“Com­pared with events for both sexes, I think women- ex­clu­sive ones could have a more pro­found in­flu­ence on en­cour­ag­ing women who don’t ex­er­cise on a regular ba­sis,” said Tsai, who is run­ning a cy­cling blog.

Mamoru Ya­maji, pres­i­dent of Mizuno’s Tai­wan of­fice, said the num­ber of woman-only run­ning events in 2014 has dou­bled over the pre­vi­ous year, with those aged 20-39 the ma­jor­ity of the mar­ket base.

Those fe­males, who have strong shop­ping prow­ess and see the ac­tiv­i­ties as good oc­ca­sions to so­cial­ize with their peers and flaunt their achieve­ments, have be­come one of the ma­jor driv­ers of growth in the sports mar­ket, he said.

Nike, which is also pre­par­ing for a women’s run­ning event in late April, said a record- high 18,000 run­ners have reg­is­tered.

As the mar­ket con­tin­ues to grow, the com­pany has found Tai­wanese women have be­come more com­pet­i­tive in run­ning than in the past, said Nike sales manager Yang Ya-ting.

As a re­sult, there must be more di­verse prod­ucts and ser­vices for women in Tai­wan in the fu­ture, she said.

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