After a period of success and expansion during the mid- to late-1990s, the sports clothing and footwear market has been pitched into a period of stagnating sales, falling prices and very rapid consolidation.

The market has been convulsed recently by the rise of Sports World - formerly Sports Soccer - which has led the final round of consolidation among the sportswear multiples and overtaken JJB Sports as leader in terms of turnover. Its policy of heavy discounting of new styles by leading brands and of best-selling replica items has proved a major challenge to the business models of competing sportswear retailers and even the brands themselves.

After a period of success and expansion during the mid- to late-1990s, the sports clothing and footwear market has been pitched into a period of stagnating sales, falling prices and very rapid consolidation.

The market has been convulsed recently by the rise of Sports World - formerly Sports Soccer - which has led the final round of consolidation among the sportswear multiples and overtaken JJB Sports as leader in terms of turnover. Its policy of heavy discounting of new styles by leading brands and of best-selling replica items has proved a major challenge to the business models of competing sportswear retailers and even the brands themselves.

In this market, retailers have been forced to define more clearly what they are selling: Is it performance clothing for active sportswear, a fashion statement or simply a comfortable, practical and modern form of clothing?