An Analysis of Factors Affecting the Development of Sportswear Brand

The purpose of this study was to analyze the factors affecting the development of sports apparel brands. This research was conducted by exploratory mixed method in two parts: qualitative and quantitative. Collection instrument in qualitative were in-depth and semi-structured interviews with experts based on the results of which the questionnaires were prepared and used in the quantitative section. The validity of the questionnaire was confirmed by seven sports marketing experts. The reliability of the questionnaire was obtained by Cronbach's alpha coefficient of 0.96. The statistical population consisted of professors and faculty members of physical education colleges and physical education students (masters and PhDs). The sample size was determined based on unlimited community formula and by simple random sampling, questionnaires were distributed among 376 people electronically. Finally, the collected data were analyzed by SPSS 22 and PLS 2 software and the research model was extracted and validated. The results showed that diversity and innovation in production, strategic planning, target market selection, ranking of apparel and design tailored to market demand in vertical development and application of up-to-date technology in product development also have an impact on horizontal development of domestic sports apparel brand. According to the research model, it can be said that the internal factor of the company, the external factor of the company, the factors related to the governing bodies, the legal role and the state support role had the most influence on the development of domestic sports brands.