Gartner for Marketers Research

Insight Report July 23, 2019

Activewear US: Amazon Update

Amazon continues to be more crowded and more competitive than other retail partners for activewear brands. While traditional activewear brands have increased Amazon investments in higher-priced core categories, indie Amazon brands take advantage of brand-agnostic search behavior in areas like leggings and sports bras. Beyond indie competitors, unlicensed third-party distributors still pose a consistent threat to activewear brands on Amazon, sending conflicting price signals for consumers.

 

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