全球泳装市场报告(2016-2020年)
The use of swimwear is relatively high among the 15 to 34-year-old population segment as this age group is more open to experimenting with different types of exercises for personal fitness, including swimming. Over the next five years, an increased emphasis on marketing initiatives is expected, targeting mainly this age group, with an increased focus on social media platforms. For instance, marketing campaigns such as "Fueled by Water", "Get the Summer Feeling", and "#GetSpeedFit" from Speedo International; and "Find Your Greatness" from Perry Ellis International for Nike Swim brand were targeted to the youth and middle-age population segment. Globally, Nike has more than 50 million followers, and Adidashas more than 20 million followers on Facebook, where total engagements stand at more than 50,000 for Nike and over 200,000 for Adidas. Sponsoring sporting teams, players, and athletes is a key strategy adopted by apparel manufacturers to boost their presence in the market. Almost all major sporting goods manufacturers such as Nike, Adidas, and Puma sponsor popular football, basketball, baseball, swimming, tennis, and cricket players and athletes.For instance, in June 2016, the Arena Water Instinct brand from Arena Italia announced that it has been designated as the Official Swim Sponsor of the 2016 and 2017 IRONMAN European Series. Developed countries such as the US and the UK have relatively mature markets for swimwear. While product innovations and subsequent product launches are very common in these markets, developing countries like China, Brazil, and India are also gaining the focus of key players in recent times. For instance, in 2015, Speedo International expanded its business in both Brazil and China.