1. Sportswear and Androgyny
APSIFMLON
Academic and Professional Skills for Int. Fashion Marketing
and Int. Fashion Management
Sportswear and Androgyny
Group members:
Anggy Sherwinda Ully |
Jing Miao (Iry) |
Guo Cheng (Vera) |
Ranran Li (Janice) |
Sabiha Siddiqa Nijhum |

2. TOPICS OVERVIEW METHODOLOGY OF RESEARCH IN STORE CONFRIMATION RESULT
TREND CONSUMER PROFILE BOARD
QUESTIONNAIRE RESULT
CONCLUSION
TOPICS

3. OVERVIEW : WHAT IS ANDROGYNY?
Androgyny, the characteristic of male combine with the characteristic of female, popular in the 80s’and advanced by fashion industry in the twentieth century.
“An androgyny trend is the one of top 20 trends in spring and summer 2015 as this look has shown in the runway. The masculine clothing style also has been designed by the luxury brands, Chanel, Saint Laurent and Jean Paul Gaultier” (Vogue 2014).
OVERVIEW : WHAT IS ANDROGYNY?

4. OVERVIEW : ANDROGYNY AND SPORTSWEAR
Sportswear Including traditional sport brands and other types of brands also focusing on sportswear recently. Eg: TOPSHOP, CHANNEL and ALEXANDER MCQUEEN.
Sports with Androgyny
The Sportswear look for men and women is becoming less gender specific. For example, we see a lot of bright colors and bright prints for men.
OVERVIEW : ANDROGYNY AND SPORTSWEAR

5. METHODOLOGY OF RESEARCH
Closed Question
Online & Offline
GOOGLE FORM
&
DIRECT APPROACH
“ …from general information of the respondents, warm-ups questions, transition questions, complicated and specific questions…”
Why?
Awareness of respondent fatigue
Tests for validity and reliability
METHODOLOGY OF RESEARCH

6. Question no. 1-4, Scope of research: Demographic
Closed Question
Question no. 1-4, Scope of research: Demographic
Question no. 5-6, Comprehension of androgyny
Question no. 7-10, Androgyny in fashion industry
Question no , Consumer behavior
Question no , Sportswear in fashion industry
Question no , Sportswear and androgyny
METHODOLOGY OF RESEARCH

7. IN STORE CONFRIMATION: SCOPE OF RESEARCH
Round neck
Store Findings
Sweatshirt
Track Pants
Logo at center
Long Sleeve with hand cuff
Brand Searching
NIKE
ADIDAS
TOPSHOP
FENDI
Stella McCartney
Length: Neck-Hipline
Straight cut pants with line accents beside
Elastic waist band
Length:
Upper hips – lower angkle
IN STORE CONFRIMATION:
SCOPE OF RESEARCH

8. IN STORE CONFRIMATION: SCOPE OF RESEARCH
Round neck
Logo at center
Elastic waist band
Long Sleeve with hand cuff
Length: Neck-Hipline
Similarity around 80-95%
Straight cut pants with line accents beside
Length:
Upper hips – lower angkle
IN STORE CONFRIMATION:
SCOPE OF RESEARCH

9. IN STORE CONFRIMATION: SCOPE OF RESEARCH
Look Components
NIKE
ADIDAS
Tops
Sweatshirt-Red XO X
Sweatshirt-Blue O
XXOO
Sweatshirt-Grey
XXXO
Bottoms
Tracking pants-Blue
Tracking pants-Black
XXOOO
XXXXO
Tracking pants-Grey
XX0
X = Similarity more than 95% ; O = Similarity around 80-95%
IN STORE CONFRIMATION:
SCOPE OF RESEARCH

10. IN STORE CONFRIMATION: SCOPE OF RESEARCH
Look Components
TOPSHOP
FENDI
Stella McCartney
Tops
Sweatshirt-Red X
Sweatshirt-Blue O XO
Sweatshirt-Grey
Bottoms
Tracking pants-Blue
Tracking pants-Black
Tracking pants-Grey
X = Similarity more than 95% ; O = Similarity around 80-95%
IN STORE CONFRIMATION:
SCOPE OF RESEARCH

11. TREND CONSUMER PROFILE BOARD
Brand Image
Innovative
Energetic
Best in quality standard
High tech design
Classic and authentic
Offer most functional and best performing sporting product
Long list of product line
“Adidas racked up 78.8 million likes on its
Buying Habits
Gets recommendation from friends and family
Recommendation from social media
Get better performance product in a convenient price
TREND CONSUMER PROFILE BOARD

12. TREND CONSUMER PROFILE BOARD
Demographic
Age: Strongest consumer market is with years old
Gender: Female & Male
Consumers are mostly sports lover and athletes.
Popular among teenagers
Social class: upper Class, upper middle, lower upper
Physcographic
Energetic people who love up-beat music
Athletes & non-athletes who are inspired by sports celebrities or really love sports.
TREND CONSUMER PROFILE BOARD

13. “Most sportswear use dark colors rather than bright colors.”
“Sportswear has big impact to fashion industry, as we can see in the result that high street brand, luxury brand, and designer brand also produce sportswear in their collection, and some of the brand use ‘collaboration’ term to expand their market to sportswear”.
Athleisure Trend
IN STORE CONFRIMATION:
SPORTSWEAR IN FASHION INDUSTRY

14. How big the impact of androgyny
in sportswear brand and
people who buy it?

15. NATIONALITY: ASIAN | GENDER: FEMALE
Question no. 1-4
How old are you?
What is your nationality ?
What is your occupation
What is our gender?
72 RESPONDENT | AGE: 21-30
NATIONALITY: ASIAN | GENDER: FEMALE
OCCUPATION: STUDENT
SCOPE OF RESEARCH:
DEMOGRAPHIC

16. COMPREHENSION OF ANDROGYNY
Question no. 5-6
Now day, most people already understand about androgyny concept. It shows from 68% people answer it ‘yes’.
Do you know androgyny?
Which look do you think of androgyny style? A B C
ALL
The following question help us to make sure if they really know how androgyny look like. This tricky question, that shows every picture actually is androgyny style, but most of them only choose first picture.
COMPREHENSION OF ANDROGYNY

17. ANDROGYNY IN FASHION INDUSTRY
Question no. 7-10
Do you think androgyny have positive/
negative impact in our society?
Do you like wearing androgyny clothes?
Do you think androgyny is a macro trend?
How often do you wear androgyny clothes?
ANDROGYNY IN FASHION INDUSTRY

18. “Androgyny has positive impact to society but it doesn’t mean that it can lead the trend as a macro trend because most of people still not really sure about wearing androgyny clothes in daily life.”
ANDROGYNY IN FASHION INDUSTRY

19. CONSUMER BEHAVIOR Question no. 11-13
What is your aim to wear a clothes?
Which range of price would you prefer to spend
per purchase?
How often do you go shopping?
“ Most people prefer to wear comfortable clothes and they love shopping once a week in average spend is under £50. it shows that intention to purchasing of young people is not really high, consider of their occupation as student”
CONSUMER BEHAVIOR

20. SPORTSWEAR IN FASHION INDUSTRY
Question no
Do you like sportswear?
Which of following brand have you purchased recently?
What kind of sportswear item do you
usually purchase?
What is your purpose of wearing a sportswear?
SPORTSWEAR IN FASHION INDUSTRY

21. “Compare to Adidas, Nike is the most favorite brand for sportswear. ”
“ Most people like to wear sportswear with their aim to do sports itself and most favorite item to purchase is shoes.”
“Compare to Adidas, Nike is the most favorite brand for sportswear. ”
SPORTSWEAR IN FASHION INDUSTRY

22. SPORTSWEAR AND ANDROGYNY
Question no
What sportswear item make you feel androgyny?
Which style do you prefer? A B C
“ When people wearing androgyny clothes, they tend to use more casual style combination rather than too sporty, and most of them feel more androgyny by wearing jacket ”
SPORTSWEAR AND ANDROGYNY

23. Impact of sportswear in fashion industry: fashion brand use ‘collaboration’ term to expand their market to sportswear and the existing of Athleisure Trend”.
People understand about androgyny concept and think it as positive impact in society .
Androgyny still can’t lead the trend as a macro trend because most of people still not really sure about wearing androgyny clothes in daily life
People prefer to wear clothes for comfort reason and casual style combination
People like to wear sportswear with their aim to do sports itself.
Nike is the most recognize brand for sportswear.
CONCLUSION

24. REFERENCES LIST

25. Q & A
THANK YOU

26. Q & A
Q & A