Know-How Exchange : Strategy

This link may give you some insight. Its written for software for your industry. But talks about the industry and trends in general

https://www.plm.automation.siemens.com/es_es/Images/5832_tcm52-21443.pdf

If this is a business plan for a real business you hope to start, then you need to talk with some prospective customers about where they shop today for sportswear and accessories, what they like about their shopping experience and what they'd like to see improved.

Don't try to convince them that you're going to have a better alternative. Just ask your high-gain questions and listen carefully to what they say. Take detailed notes. Let them talk.

After you've spoken with at least a dozen people (15-20 would be even better), then step back and review all your notes. That should give you a great start for the "understanding customer needs" section of your business plan -- even better than a bunch of statistics from a generic study conducted in another city/country.

If this is more than you think you can do on your own, find a professional market researcher and pay him/her to do it for you. This isn't as good as doing it yourself, but it's better than not doing it at all.

The benefit you'll get from this goes far beyond completing the business plan. You'll actually learn a lot about how to position and market your business.