In 2025, sales in the sporting goods industry declined by 0.3% in France, and the textile and footwear sectors—the most seasonal categories—are no longer driving growth. When the market stagnates, every item sold at a 50% discount instead of a 30% discount at the end of the season directly impacts the margin. Markdowns are no longer a last-minute adjustment—they are a pricing decision in their own right.
White paper
The season is won in the end: mark down sporting goods without sacrificing profit margins
This white paper explains why sporting goods retailers wait too long to start markdowns and mark down prices too aggressively, and how to approach the end of the season differently: early, phased markdowns; decisions based on product line, size, and store; positioning relative to major brands and online specialists; and 30-day reference pricing. Verified figures from 2023 to 2026 (Union Sport & Cycle, Alliance du Commerce, BCG, DGCCRF).
By downloading it, you will discover
- Why, in a stagnant sports market, the year's profit margin is determined in the final weeks of each season
- Why Used, Refurbished, and Rental Items Are the Perfect Way to Stand Out Right Now
- How to determine markdowns by SKU, size, and store based on the number of weeks of remaining inventory
- How to position private-label brands against major brands, including when those brands are marked down
- How to Plan a Phased Price Reduction That Adheres to the 30-Day Reference Price
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