Desire Outstrips Availability in Women's Sportswear Sector -- Klarna Report

Why It Matters

The uncovered merch gap signals a lucrative, underserved market, urging sportswear brands to adapt product lines or risk losing a rapidly growing consumer segment.

Key Takeaways

• Women's football shirts sales up 17%, men 8%
• 78% would buy more if options increased
• Fans struggle twice as much finding styles they like
• 52% cite variety gap, 47% availability gap
• Klarna launches women’s football hub with COPA90

Pulse Analysis

The surge in women’s sports viewership is translating into tangible purchasing power, yet the retail landscape remains skewed toward male‑centric offerings. Klarna’s latest data shows a 17% increase in women’s football shirt sales, contrasted with a modest 8% rise for men’s equivalents, underscoring a pent‑up appetite for authentic, team‑aligned apparel. Fans report difficulty locating preferred designs, with 78% indicating they would spend more if retailers broadened selections. This mismatch not only reflects a supply‑side blind spot but also highlights an evolving consumer expectation for parity in product variety and quality.

For sportswear brands, the "Merch Gap" presents both a challenge and a strategic opportunity. The report reveals that female fans are nearly twice as likely as their male counterparts to struggle finding styles they like, with 52% pinpointing limited variety and 47% lamenting poor availability. Retailers that can swiftly introduce diverse, athlete‑specific designs and clear distribution channels stand to capture a high‑intent audience. Moreover, the willingness of a third of fans to turn to unofficial sellers indicates a risk of brand dilution if legitimate options remain scarce. Brands that prioritize authentic collaborations and transparent sizing guides can differentiate themselves in an increasingly competitive e‑commerce arena.

Klarna’s response—launching a dedicated women’s football hub in partnership with COPA90 and designer Sophie Hird—demonstrates how fintech platforms can bridge the supply gap while leveraging their payment infrastructure. By funneling proceeds to The Laces Community Clubs, the initiative also taps into the growing consumer desire for socially responsible purchases. As BNPL services continue to integrate shopping experiences, other retailers may emulate this model, using data‑driven insights to curate targeted collections. The convergence of fan enthusiasm, digital payment solutions, and focused product launches is set to reshape the women’s sportswear market, compelling traditional brands to accelerate their inclusive product strategies.