Premiumisation Drives Sportswear in the US

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Premiumisation drove sportswear sales in the US to outpace overall apparel sales in 2011-2012. Sportswear commands a higher price point because of the technical and performance aspects of the products. The successes of such higher end brands such as The North Face and Lululemon Athletica show consumers in the US are willing to pay premium prices for their sportswear products.

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