People can feel themselves as champions or couch potatoes in sportswear?
Yes, it's true! In the world of sportswear apparel, customer experience plays a crucial role. Like any other apparel, color preferences, designs, and size matters in sportswear. But more than that, other factors like fitting, compression, and comfort matter a lot in this category.
But here's the twist: what works for men may not always hit the mark for women. So, ensuring a great customer experience means recognizing the diverse needs and preferences of both men and women to deliver products that make them feel like they can do whatever they want with a light and comfortable feel.
To know the essential factors customers are looking for in sports apparel, Clootrack has reviewed 31K+ customer reviews of 21 brands in the industry, including giants like Adidas, Nike, Reebok, and Lululemon.
The deep analysis has revealed that size and fit, material and fabric, looks and style, color, and quality have become the top category drivers that influence customers' experience.
These are the overall category drivers, but we must dig even deeper to understand if there is a difference in what male and female customers seek.
Differences in Priorities Between Men and Women in Sportswear
As we discussed before, in the sportswear industry, male and female customers essentially share similar preferences regarding the top 5 category drivers. However, there are some differences in their priorities as well.
Source: Clootrack CX Tracker
When it comes to male customers, quality gains more prominence. This suggests that men emphasize durable and premium products that can withstand the demanding nature of sports activities. Moreover, looks and style also holds significant importance for men's sportswear, as they seek garments that combine functionality with a fashionable appearance. Interestingly, comfort ranks lower in priority for this demographic, possibly indicating that men prioritize performance and aesthetics over pure comfort.
Female customers also place greater importance on the color of their sportswear. This preference suggests that women seek garments that meet functional requirements and add vibrancy and style to their wardrobe, allowing them to express their personality and individuality. For female customers, comfort also takes on greater significance. Women place a higher emphasis on finding sportswear that allows them to perform activities at their best while still feeling comfortable. This aligns with their focus on active lifestyles and the need for apparel that supports their movements and enhances their performance.
Understanding these differences in priorities is crucial for sportswear brands to effectively cater to the needs and preferences of their male and female customers. By focusing on quality and aesthetics for men and prioritizing comfort and vibrant colors for women, brands can create targeted offerings that resonate with their diverse customer base. By recognizing these distinctions, companies can better tailor their product development, marketing strategies, and customer experience to attract and retain customers from both demographics.
Deep Dive into Other Customer Concerns of Men and Women
Source: Clootrack CX Tracker
When analyzing customer reviews, more factors emerge for male and female customers beyond the top five category drivers. For male customers, pockets in sportswear are a significant factor that garners attention. Men often require storage space for essentials while engaging in physical activities. Compression is another crucial factor for men, as they seek sports apparel that enhances performance and prevents injuries. On the other hand, female customers often express negative reviews revolving around usage issues.
To fix this, brands must ensure their product descriptions clearly outline each garment's suitable applications and activities. This information helps female customers make informed decisions and find the right product. Additionally, female customers also value a pleasant shopping experience. Brands prioritizing creating a smooth and seamless journey for their female customers will likely build customer loyalty.
Check a few customer reviews:
"they don't pinch at the waist, they don't ride, comfortable w/ cell phone pocket and regular pockets."
"you have a short that feels stiff and tight, restricts movement, and doesn't look so great after a couple washes."
"i recently bought the white shirt though and after washing a few times and lying flat to dry, the shirt has developed weird splotchiness/discoloration."
"after one wear they seem to stretch out at in the knee area"
"also, the first time wearing them they seemed to stretch out as i wore them, and did not stay up."
"hugely disappointed as i was expecting the same thing as my first pair."
Other common complaints of men and women include:
- Customers frequently complain about the loose fit of the product, leading to discomfort and a compromise in overall comfort. They suggest improvements such as providing more accurate and well-fitting sizes.
- Another common concern is the perceived lack of durability in the fabric, with customers expressing doubt about its ability to withstand regular wear and tear. Suggestions include using higher-quality materials or reinforcing specific areas prone to damage.
- Some customers find the product price too high for the comfort and quality offered. They believe that they should receive a higher level of comfort and a more durable and long-lasting product for the current price point.
Similarities and Differences in Preferences of Both Male and Female Customers
When it comes to the sportswear industry, male and female customers often share similar preferences in terms of size, fit, material, style, and color. However, it's essential to recognize notable differences in their priorities. By understanding these nuances and catering to the specific expectations of each customer segment, you can gain a significant competitive edge for your sportswear brand.
Explore more customer experience insights from the sportswear industry. Download the full report: Sportswear Industry: How Brands Can Leverage Customer Insights for Growth