L2 released an animated video this week with the 2014 Digital IQ Index: Sportswear report. Here are some highlights from the clip:
– Product customization, wearable tech, and direct consumer channels have intensified competition in the $245 billion Sportswear industry. 35% of brands offer product customization, available only on brand site purchases. 58% of Sportswear searches on Amazon bring up a brand storefront.
– On social media, brands have moved from fan acquisition to engagement. Community growth has dropped to below 50%. 70% of brands use user-generated content. 47% use Facebook to gather consumer information. Fans sharing accomplishments – especially on wearable tech app — are powerful marketing tools for brands.
– Half of brands in our Index have mobile apps. Of those, 30% offer fitness gamification and 10% are paired with a wearable tech device.
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