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JD Sports comes top of the sports fashion sector

While Christmas is always a vital time for the sportswear sector, Christmas 2008 was more vital than ever before with transaction levels down in general and customers looking for the best bargains. However, while the likes of JJB Sports struggle to maintain their financial position and other smaller operations are showing signs of strain, JD Sports has emerged as a leader of the pack.

Whether this is down to a mixture of competitive pricing, confidence in the name, active promotion or the company's growing presence on the high street, JD sports has emerged from a difficult 2008 as the one to follow. While it would be foolish to suggest that life was easy on the high street and especially in the sportswear sector, companies such as JD sports appear willing and able to tackle things in a different manner and try to overcome these challenges.

Quite what they have done differently to the rest of the sector remains to be seen but so far so good for the company which is able to mix sport and fashion and still come out on top. The challenge for 2009 will be just as great, if not greater, but while business has fallen in the sector there is still money out there and people are still spending.

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