Sportswear is a versatile and essential part of many people's wardrobes, offering style and function for various physical activities. While the demand for comfortable and stylish sportswear continues to rise, there seems to be a noticeable divide in customer experience when it comes to shopping for upper and bottom wear. The mixing of styles between different types of sportswear garments can present challenges for consumers as they navigate through a wide range of options.
An analysis by Clootrack sheds light on the top drivers. Several vital factors emerged based on a comprehensive examination of around 32,000 customer reviews spanning 21 popular sportswear brands, including Nike and Adidas. These factors include size and fit, material and fabric, looks and style, color, and quality. Brands prioritizing addressing these elements effectively are more likely to retain and satisfy their customers.
However, it becomes necessary for sportswear brands to delve into a micro-level analysis to provide an exceptional customer experience across all products and customer categories. Each category requires unique attention to ensure customers across all genders and preferences receive an outstanding experience with their chosen sportswear.
In this article, we will explore the divide in customer experience for sportswear upper and bottom wear, analyzing the different factors that may contribute to this divide and how brands can effectively address this issue to enhance the overall shopping experience for their customers.
Customer Experience Across Upper Wear and Bottom Wear Customers
Source: Clootrack CX Tracker
Regarding upper and bottom wear, the key factors driving customers' purchasing decisions are size and fit, material and fabric, looks and style, and quality. However, color is another factor that stands out in the upper wear category. Customers place great importance on vibrant colors that allow them to show their personality, style, and fashion choices.
In contrast, the fourth driver for bottom wear is comfort. Customers understand the physical demands of activities like sports and workouts and prioritize well-fitting and breathable bottom wear. They want garments that allow for seamless motion and provide optimal performance. Whether it's yoga pants, running shorts, or leggings, customers seek out bottom wear that offers comfort and functionality without compromising style.
Let’s drill down into both categories:
Source: Clootrack CX Tracker
Upper Wear: Customers have provided relatively positive feedback regarding sports activities on upper wear. They greatly appreciate apparel supporting their athletic needs, indicating the importance of functional and performance-enhancing clothing.
However, one concern expressed by customers is the issue of compression. Customers are worried about finding the right balance of compression, as it plays a crucial role in improving blood flow, reducing muscle soreness, and aiding recovery. Sports apparel brands should take note of this feedback and ensure that their products meet the required compression levels.
Bottom Wear: On the other hand, customers have frequently reported dissatisfaction with the fit of bottom wear, such as shorts and pants, designed for taller or more muscular individuals. This feedback highlights the need for sportswear brands to deliver to a diverse customer base by introducing product variations that accommodate different body types. By doing so, brands can ensure maximum customer satisfaction and address their customers' specific fit-related concerns. In addition to that, pockets in bottom wear are highly valued by customers who need storage space for essentials during physical activities.
Check what customers say:
“i bought this as a gift for my partner and after 3 times wearing casually (not for sport, not in contact with any outside object) and no washing yet under arm near elbow area completely wore off and shows a lot of excessive lints like the cloth has been used for ages not just 3 times!”
“this was a lot tighter/compressing than i expected as i’ve worn the same size in other styles.”
Summary
Customers have generally provided positive feedback regarding upper wear for sports activities, noting the importance of functional and performance-enhancing clothing. However, there is a concern about finding the right balance of compression. This information should be taken into consideration by sports apparel brands to ensure their products meet the required compression levels.
On the other hand, customers have expressed dissatisfaction with the fit of bottom wear, emphasizing the need for sportswear brands to introduce product variations that cater to different body types. By actively listening to customer reviews and conversations and adapting offerings, brands can ensure maximum customer satisfaction and address specific fit-related concerns.
To learn many more deep customer experience insights in the sportswear industry, download the complete report now: Sportswear Industry: How Brands Can Leverage Customer Insights for Growth