New research from Klarna, the AI-powered global payments network and shopping assistant, and fan intelligence company Sports Innovation Lab suggests that sportswear brands should address gender-based disparities in women’s sports merchandise accessibility. The new report, titled “Rep Her: Revealing the Unmet Demand for Women’s Sports Merchandise,” found significant disparities in availability and quality compared to men’s sports merchandise, underscoring a $4 billion market opportunity in today’s sports landscape. Seven markets were surveyed for the report, including the US, Canada, France, Germany, Mexico, Spain and the UK.
Sales of women’s football shirts through Klarna were up 17 percent in the past year, growing twice as much as men’s shirt sales, which were up just 8 percent. However, 28 percent of fans said they would need more clarity on where to find women’s sports merchandise, with one-third adding that they purchased at unofficial retailers due to more availability.
More than three-quarters (79 percent) of surveyed respondents said they would purchase more women’s sports merchandise if more options were available. More than 60 percent of fans who intended to buy women’s sports merchandise did not purchase it because it was not in stock, and 32 percent said they could not find a retailer that carries merchandise related to their favorite teams and athletes. Finally, according to the report, 67 percent of sports fans have purchased women’s sports merchandise without ever attending a live women’s sporting event, showing great consumer appetite for team, league and athlete merchandise.
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