Sportswear brands

Introduction To begin, brand advertising refers to “advertising that communicates the specific features, values, and benefits of a particular brand offer for sale by a particular organization” (O’Guinn et al., 2015). The two organizations in which I have chosen to analyze with a focus to their brand advertising assessment are Columbia Sportswear and The North Face. These two brands each share a unique branding methodology, which has significantly affected their success and excellence for many years

ACKNOWLEDGEMENT We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project. We would like to express our gratitude towards member of (institute name) for their kind co-operation and encouragement which help us in completion of this project. Our thanks

Problem Identification: Under Armour is the second biggest sportswear brand in the US losing the first place to Nike. It is a great accomplishment for Under Armour considering the fact that the company was established in 1996. Nevertheless, Under Armour does not have a well-known name so that people will actually consider it to have a real possibility to create a threat to Nike and surpass them at some point. Under Armour faces many competitors besides Nike, like Adidas, Reebok, and Puma. While

They also must focus more of their attention on the female market and allowing customers to more easily access the brand, increasing distribution through new store locations. Their use of endorsements has been beneficial in targeted areas for Under Armour so far, so an increase in endorsement efforts in other sports will help to not only spread brand awareness but also increase brand equity. Situational Analysis Company Analysis Under Armour was started by Kevin Plank in his

competition within the industry Nike has managed to maintain its title of being the top brand. Nike, Adidas and Under Armour are the largest brands in the athletic/sportswear monopolistic market. As of 2015, Nike’s revenue was $30.1 billion, the revenue of Adidas was $4.57 billion, while Under Armour’s revenue was $3.96 billion. Though all of the companies are large, Nike has a little more than 60% of the brand share dollars as compared to Adidas’ 11% and Under Armour’s 7% (Figure 1). Nike has some

Identification of Under Armour’s current competitive strategy Growth strategy λ Continue to broaden the product lines and marketing them. λ Stands firm for international expansion: UA’s growth strategy outside North America includes partnerships, local sports sponsorship's, and country-specific e-commerce websites of which Under Amour now has 26 total.  Products line strategy: Under Armour adopt a differentiate product strategy through striving to offer superior products in its lineup of offerings

Under Armour has two main competitors in Nike and Adidas. The below 10 factors are what would be included in a competitive profile matrix and why they would be relevant to compare. - Advertising – Advertising is very important in the sports apparel business. The NCAA basketball tournament is coming up and it will be very important for Under Armour to get their name out to the public - Market Share – This will show how much of the market Under Armour holds compared to their major competitors in the

behavior wants and needs to make their products better on the performances through highly engineered technology design that is essential in all-weather conditions. Under Armour uses marketing tools and promotion campaigns to increase awareness of its brand recognition, yielded high return, and have an advantage over the competition. Under Armour create its own website to sell their products direct to consumers. It is a quick transaction just only few clicks, order creates payment, and ready to ship to

these products. SWOT or strengths, weaknesses, opportunities, and threats Strengths • Under Armour has a growing product line of the moisture wicking, high-tech apparel. • Under Armour market share has continues to grow, promoting the Under Armour brand to sports teams, retail chains, colleges, high schools, and professionals.

Target Market Strategy As competition grows and the market changes it is important to change with it. Over the years the demographic segmentation for Under Armour has evolved from focusing on male collegiate athletes between the ages of 17 and 23 to include older men, women, and children. Under Armour uses high quality products and the price that comes with that is geared towards consumers who are financially stable. They cover a wide area the family life cycle, but their primary focus is younger