How to Start a Sportswear Brand​: Effective Strategies

How to start a sportswear brand might sound like an exciting venture, and it definitely is! But let’s be real—while the sportswear market is booming, it’s also packed with competition. Entrepreneurs everywhere are eager to jump in, but many just don’t know exactly where to begin.

Navigating challenges can be overwhelming. Without a clear game plan, it’s all too easy to make expensive mistakes. Something no up-and-coming sportswear manufacturer wants to deal with.

This blog is here to guide you through the process. With the right mix of market research, brand development, and smart pricing strategies. You can solve the puzzle about how to start a sportswear brand. Ready to take the plunge? Let’s go!

How to Start a Sportswear Brand?

Step 1) Market Research and Niche Identification

The global sportswear market is hot, expected to reach $267.61 billion by 2028, with a 10.4% CAGR from 2021 to 2028. This growth is driven by health awareness, fitness trends, and athleisure. Market research is key. Helps you understand the industry. It also finds gaps for your brand to fit in. Analyze the data. It aligns your sportswear with consumer needs and preferences. Give your brand an edge.

To position your brand, look at high-potential niches. Performance gear for specific sports like running and cycling is growing at 4.9%. Athleisure, fashion, and function combined are expected to reach $549.41 billion by 2030. Outdoor sportswear is also on the rise, with 11% growth in 2023, as more people are getting into hiking and camping. By identifying and focusing on these niches, you can meet market demand.

Step 2) Brand Development

① Create a Brand Story: Your brand story should resonate with your target audience. Explain what inspired your sportswear brand. Show how your products solve a problem. Or boost performance for athletes and active people.

② Mission, Values, and USPs: Define your brand’s mission and core values (sustainability, innovation, performance, etc). And your unique selling propositions (USPs) that differentiate you. From the competition (eco-friendly materials, cutting-edge fabric tech, etc).

③ Visual Identity: Create a visual identity that matches your brand message. Includes a logo, color palette, and packaging. Looks professional and appeals to your audience. Strong visuals help your brand stand out and be recognizable across all touchpoints.

Pro Tip: Be consistent in your brand identity across all platforms—social media, website, and packaging. Your brand voice and visuals should be seamless and recognizable to customers.

Step 3) Design and Source Quality Materials

Fabric Innovation

Choose fabrics with benefits. Look for moisture-wicking, stretchy, or eco-friendly options. High-performance materials, like recycled nylon or spandex blends, are durable and sustainable.

Partner with Reputable Manufacturers

Work with manufacturers who specialize in high-quality, custom products. Reliable partners like LeelineApparel ensure fabric quality and on-time delivery. Meet your design requirements. This is vital to uphold your brand’s standards and deliver products to customers.

Functionality, Comfort, and Style

Sportswear must balance performance, comfort, and style. It should be breathable, durable, and stylish. Choose materials that make your products functional and appealing. They should be comfortable to wear. This enhances the customer experience and boosts brand loyalty.

Step 4) Prototyping and Product Development

Fabric Testing: Sportswear success depends heavily on fabric performance. 65% of buyers prefer moisture-wicking fabrics, and 53% prefer odor-resistant materials. Nike and Under Armour focus on fabric innovations, like Dri-FIT and ColdGear. Testing for breathability, stretch, and durability is crucial to meet these customer demands.

Fit Testing: 73% of consumers will pay more for sportswear with a perfect fit. Especially in high-performance gear. During the prototype stage, brands do multiple fit tests with athletes. Ensures the garments are comfortable and flexible for specific movements. Like running, yoga, and weightlifting. Good craftsmanship is key to durability and long-term customer satisfaction. Prototyping helps find design flaws before mass production.

Step 5) Build a Strong Supply Chain

Supply chain management aims to optimize production and inventory. This avoids delays and overstocking. Use quality control throughout the process. It ensures every product meets your brand standards before it reaches the customer.

Consumers are getting more and more sustainability conscious. Consider eco-friendly options in your supply chain. Use recycled materials or reduce waste in manufacturing. Sustainability meets consumer expectations. It also boosts your brand’s appeal and reputation.

Expert Advice: Diversify your supply chain by working with multiple suppliers to mitigate risks. To stay competitive, production must run smoothly despite any delays.

Nelson Wu, Sportswear Manufacturer expert

Step 6) Price Strategy

• Competitive Pricing vs Quality

Pricing should reflect the perceived value and product quality. High-performance fabrics, like moisture-wicking or compression materials, can raise production costs by 10-30%. A premium sports bra made with advanced fabric can cost $20 in raw materials. A standard cotton one costs $8-10.

• Labor Costs

Labor costs vary greatly by region. In countries like China or Bangladesh, labor costs are $3-7 per unit. In the US or Europe, they are $10-20. This can greatly affect retail prices.

• Branding and Marketing Expenses

Branding, packaging, and marketing can be up to 20% of the retail price. Brands like Nike spend 11-12% of revenue on marketing. This keeps them visible and justifies their high prices. New brands should spend resources wisely. They need to build their market presence while keeping costs low.

Step 7) Build a Marketing Plan

Use Digital Marketing: Use social media, influencers, and email to reach a wider audience. For sportswear, influencers and athletes can be brand ambassadors. Showcase your products to their followers and boost your brand’s credibility.

Social Media Platforms:

• Instagram
• Facebook
• YouTube
• TikTok
• LinkedIn
• Pinterest
• Twitter

Use Content Marketing: Create valuable content like blogs and videos. This establishes your brand as an authority in the sportswear market. To engage your audience and build trust, highlight product benefits, usage tips, and industry trends.

Step 8) Launch and Scale

Choose a platform for your launch. Use your e-commerce site or a marketplace like Amazon or Alibaba. It should be aligned with your target audience and distribution strategy.

Create hype through pre-launch campaigns, influencer partnerships, and social media teasers. Offer early access or limited edition products. This will engage potential customers and boost initial sales.

To grow your brand, consider:

1. Expanding product lines.
2. Entering new markets.
3. Offering custom products for specific needs.

Also, explore international markets and partnerships with other brands to expand your reach.

Expert Opinion: Use data from your first launch. It will show your best products and customer segments. Focus on the most profitable areas as you scale for smarter growth.

Yang Sky, Chengdu Vimost sportswear manager

Step 9) Retain Brand Loyalty

Retaining brand loyalty starts with great customer service. A responsive, personalized experience builds trust and satisfaction. They are key to keeping customers in a competitive market. Meeting or exceeding customer expectations can build long-term relationships. It can also establish a strong reputation for your brand.

Creating a loyalty program is another way to encourage repeat business. Exclusive rewards, discounts, or early access make customers feel valued. Updating your products to meet customers’ changing needs keeps your brand competitive. It also helps you retain loyalty in the sportswear market.

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Conclusion

How to start a sportswear brand? It requires a strong foundation. From thorough market research to setting a pricing strategy. The journey may seem tough. But a clear plan will make it easier and more rewarding.

LeelineApparel is here to support you every step of the way. We help brands realize their vision with our expert manufacturing and customization. Ensure premium quality and attention to detail. Now is the time to use these strategies. Confidently launch your sportswear brand. Explore now!

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