I am in need of some background research into the 'Athleisure' industry, focused specifically on the UK and also worldwide (US, EU, Asia and Australia). I am setting up an online e-commerce site based from London, which will sell a range of different, fashionable brands for inspirational women. Brands sold will be the latest, up-and-coming brands worldwide that epitomize the modern-day woman who loves to be active. Brands will be technically advanced but also importantly flattering and fashionable. Sportswear will cover all activities including barre, hiit, spinning, yoga, boxing, swimming, outdoor, gym and studio classes. Included will be clothing, trainers/shoes and all other accessories.
I need to know the potential market in the UK and worldwide for this sort of website and also for the 'athleisure' industry in general, including growing trends, target markets and popular brands. I also need to know about the current competition for this business model in the UK (activeinstyle are a good example of this and also the sports section on Net a Porter) and worldwide. Any information on the growth/customer base of these businesses; and also any other potential competitors would be very useful. It would be useful to know who is the current leader in this type of business model; whether that's ASOS or a more sportswear focused site. I'd also like to know about successful marketing campaigns done by sportswear brands and examples of how to reach out effectively to a target market. Business models such as SWOT and Porter's 5 forces would also be useful to analyse the industry and market.
Essentially I need concrete, informative research which will help my understanding of the industry and competition/target market so that I can make informed decisions regarding my business model and potentially pitch the idea to investors using this information.