What is the trend of accessible sportswear?

Accessibility in sportswear is a disruptive opportunity for brands to cater to a larger consumer base.

What is the trend of cutting-edge garment technology?

Investment in advanced garment technology can lead to the creation of high-performing and accessible sportswear.

What is the trend of digital marketing strategy?

Integrating traditional and digital media within marketing strategies can help promote brand awareness and increase consumer engagement.

What are the implications for the sportswear industry?

The sportswear industry can benefit from investing in advanced garment technology to create accessible and high-performing sportswear.

What are the implications for the retail industry?

Retail companies can enhance their response to economic challenges by offering budget-friendly sportswear options that cater to a larger consumer base.

What are the implications for the marketing industry?

Marketing companies have an opportunity to create integrated marketing strategies that utilize traditional and digital media to promote brand awareness and engagement.

Accessible Sportswear Campaigns : accessible sportswear

Decathlon Launches the 'Play It Smart' Campaign in Canada

Kalin Ned — June 5, 2023 — Marketing

References: decathlon & newswire

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Because of cutting-edge garment technology and levels of performance, accessible sportswear pieces have traditionally been hard to come by and this presents a barrier for many consumers. Decathlon, however, seeks to change this and promote sport as a way to strengthen physical and mental health. Recently, the world-renowned sports brand launched the Play It Smart campaign in Canada. Decathlon solidifies its position and commitment to the Canadian market through this marketing strategy—which includes traditional, digital, and in-store media. Decathlon's presence is definitely growing in the country, with various store openings expected in Quebec, Calgary, Ontario, and British Columbia. Decathlon's budget-friendly and accessible sportswear will definitely be of interest to Canadians who are experiencing challenging economic times, much like the rest of the world.

Image Credit: Decathlon

Question 1

During a summer leisure trip, have you ever left your usual smartphone behind and used only a basic phone or "dumbphone" with limited functions?

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What was the MAIN reason you used this type of device during your trip?

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On a future leisure trip, how likely would you be to leave your smartphone behind and use only a basic phone with limited functions?

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Which of the following types of devices have you personally used in the past 12 months?

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What are the main reasons you use or chose this type of device?

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How likely would you be to choose a foldable or multi-screen device the next time you purchase a smartphone, tablet, or laptop?

Trend Themes

Accessible Sportswear — Accessibility in sportswear is a disruptive opportunity for brands to cater to a larger consumer base.
Cutting-edge Garment Technology — Investment in advanced garment technology can lead to the creation of high-performing and accessible sportswear.
Digital Marketing Strategy — Integrating traditional and digital media within marketing strategies can help promote brand awareness and increase consumer engagement.

Industry Implications

Sportswear — The sportswear industry can benefit from investing in advanced garment technology to create accessible and high-performing sportswear.
Retail — Retail companies can enhance their response to economic challenges by offering budget-friendly sportswear options that cater to a larger consumer base.
Marketing — Marketing companies have an opportunity to create integrated marketing strategies that utilize traditional and digital media to promote brand awareness and engagement.

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