Price Insights on the Fitness Industry: Germany May 2018

- 30 Minutes read

Detailed insights on the sector

This report focuses on the fitness industry in the German market and includes data about the price change through best-selling products in the following categories: sports bras, women trousers, men shoes and men tops.

The analysis takes into account the actual retail prices in the market for the products tracked across online retailers with an identical product offer. Such retail prices have been benchmarked against the list prices in EUR (€) stated by brands in order to find out what the existing price dispersion for those products is within the market.


Price dispersion in brands analysed

The following graph shows the existing price dispersion in each of the brands included in this report. It should be noticed that these figures have been calculated from the set of products selected for this price analysis.

Price analysis of products by categories

Below, we show the results obtained for the selected products in this industry. Details on the following points have been displayed for each one of the items: category, subcategory, brand, number of retailers tracked in each case, comments on the price evolution during the period of analysis, as well as a visual representation of the existing price dispersion between the list price and the minimum retail price found, as well as between list price and the maximum retail price.

Women

Sports Bra
Nike – Indy Soft Bra (Grey)
Brand
Nike
Retailers monitored
6
Further comments on the analysis
Three retailers established a constant price. One retailer fluctuated its price between the initial price and a higher price, however, towards the end of the month the price settles on the initial price. The fifth retailer decreased the price first but increased it back to the initial price. The last retailer increased its price once at the beginning of the month.
-11.23
0
€23.77 MIN PRICE
€35.00 LIST PRICE
MAX PRICE
Sports Bra
Puma – PWR Shape Forever Logo (Black)
Brand
Puma
Retailers monitored
6
Further comments on the analysis
Three retailers maintained a constant price. One retailer fluctuated its price between the initial price and a slightly higher amount throughout the period. An other retailer decreased its price once at the beginning of May. The last retailer decreased its price using a high amount at the end of May but increased it back to the initial price.
-16.05
-0.05
€13.95 MIN PRICE
€29.95 MAX PRICE
€30.00 LIST PRICE
Sports Bra
Nike – Pro Crossover Crop (Black)
Brand
Nike
Retailers monitored
5
Further comments on the analysis
Four retailers maintained a constant price during the analysis. The last retailer fluctuated its price at the beginning of the month, towards mid May the price stabilised at a price lower than the initial price.
-2.64
+5.00
€27.36 MIN PRICE
€30.00 LIST PRICE
€35.00 MAX PRICE
Sports Bra
Nike – Swoosh Pocket Bra (Black)
Brand
Nike
Retailers monitored
5
Further comments on the analysis
All the retailers maintained a constant price during the analysis. The platform did not detect any price changes during the analysis.
-10.95
+0.05
€29.00 MIN PRICE
€39.95 LIST PRICE
€40.00 MAX PRICE
Trousers
Nike – Pro Spotted Cat Tights
Brand
Nike
Retailers Monitored
6
Further comments on the analysis
Two retailers established a constant price. One retailer decreased the price mid May and increased it back to the initial price. The last three retailers fluctuated their prices at the beginning of the month and stabilised these again towards the end of the month.
-15.26
0
€29.74 MIN PRICE
€45.00 LIST PRICE
MAX PRICE
Trousers
Nike – Flex Swift Running Pants
Brand
Nike
Retailers Monitored
5
Further comments on the analysis
Three retailers preserved their initial price. The last two retailers fluctuated their prices during the first half of the month, after the prices stabilised until the end of the month.
-32.01
-0.05
€67.99 MIN PRICE
€99.95 MAX PRICE
€100.00 LIST PRICE
Trousers
Adidas – Brushed 3 Stripes Pants
Brand
Adidas
Retailers monitored
5
Further comments on the analysis
Three retailers maintained a stable price during the analysis. An other retailer increased its price by using a high amount at mid May. The last retailer decreased its price first but increased it again still lower than the initial price.
-10.05
+10.00
€29.90 MIN PRICE
€39.95 LIST PRICE
€49.95 MAX PRICE
Trousers
Nike – Pro Classic 3/4 Tight
Brand
Nike
Retailers monitored
4
Further comments on the analysis
During the analysis all the retailers preserved their initial price. The software did not spot major price differences throughout the period of the analysis.
-15.01
-0.05
€19.99 MIN PRICE
€34.95 MAX PRICE
€35.00 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Men

Shoes
Nike – Metcon 4 (Volt/White)
Brand
Nike
Retailers monitored
6
Further comments on the analysis
Five retailers established a fixed price during the analysis. The sixth retailer decreased its price towards the end of the month.
-52.10
-0.05
€77.90 MIN PRICE
€129.95 MAX PRICE
€130.00 LIST PRICE
Shoes
Reebok – Nano 8.0 (Red)
Brand
Reebok
Retailers monitored
4
Further comments on the analysis
During the analysis two retailers remained their prices stable. An other retailer decreased its price at mid May by using a high amount. The last retailer started fluctuating its price from mid May until the end of the month.
-40.95
0
€89.00 MIN PRICE
€129.95 LIST PRICE
MAX PRICE
Shoes
Nike – Metcon 4 (Black)
Brand
Reebok
Retailers monitored
4
Further comments on the Analysis
One retailer maintained a constant price. An other retailer used minor price changes at the beginning of the period and dropped the price highly at the end of the month. The third retailer maintained a stable price until mid May where the price decreased highly. The last retailer fluctuated the price between the initial price and a slightly higher amount.
-13.01
-1.00
€116.99 MIN PRICE
€129.00 MAX PRICE
€130.00 LIST PRICE
Shoes
Nike – Metcon 3 (Blue)
Brand
Nike
Retailers monitored
5
Further comments on the analysis
During the analysis all the retailers maintained their initial prices. No price fluctuations were spotted during the period of the analysis.
-52.10
-0.05
€77.90 MIN PRICE
€129.95 MAX PRICE
€130.00 LIST PRICE
Tops
Nike – Dry Elemment Half Zip (Blue)
Brand
Nike
Retailers monitored
7
Further comments on the analysis
Four retailers established a stable price. The last three retailers fluctuated their prices during the analysis using small and high price changes.
-19.10
0
€35.90 MIN PRICE
€55.00 LIST PRICE
MAX PRICE
Tops
Adidas – Essentials Linear Tee
Brand
Adidas
Retailers monitored
5
Further comments on the analysis
Three retailers established a stable price. The last two retailers decreased their prices during mid May and increased it again to their initial prices.
-8.73
0
€16.22 MIN PRICE
€24.95 LIST PRICE
MAX PRICE
Tops
Nike – Dry Miler Tank Top
Brand
Nike
Retailers monitored
5
Further comments on the analysis
Three retailers preserved their initial price. An other retailer increased its price mid May using a small amount. The last retailer fluctuated its price during the entire period.
-15.10
+1.99
€14.90 MIN PRICE
€30.00 LIST PRICE
€31.99 MAX PRICE
Tops
Nike – Dri Fit Knit L/S Top (Black/ Heather)
Brand
Nike
Retailers monitored
5
Further comments on the Analysis
All of the retailers preserved their initial price. Only one retailer executed a minor price change at the end of May.
-28.05
-0.05
€41.95 MIN PRICE
€69.95 MAX PRICE
€70.00 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Conclusion

It can be observed that most products have a number of similar pricing strategies. From the analysis of 16 products, it can be seen that retailers’ prices are 33% below the list price. In the category of sports bras, it can be observed that in the 4 products analyzed prices in the market are 31% below the list price, and in women trousers this number goes up to 33% below. On the other hand, in men shoes prices offered by retailers are 26% below the list price, and in men tops that number goes up to 42% below.