UA'S Core Competitiveness: Black Technology And Unique Brand Positioning

In the overall clothing market, especially the women's clothing market, the performance is very low, and the shrinking situation, UAS hundreds of dollars or even up to 1500 U.S. dollars in the price of clothing almost no place in the market, now even all fast fashion brands have sports series, UAS this "everyday dress", where is the competitiveness?

Although UAS is just a test water, after all, it will scatter the energy of the group.

No matter what the future performance of UA will be in the public market, its professional requirements and the pursuit of top high-performance products are always unwavering. In less than 20 years later, UA is constantly creating the most revolutionary functional sports equipment in the world. This is indeed worth praising.

Planck himself rejects people calling Under Armour a simple "

"Brand" -- he cares more about how to make high-tech products that can only be seen before in the professional sports so that the products can be enjoyed by the general public.

For this reason, many athletes directly become employees of Under Armour after retiring, and have direct decision-making power in product R & D and marketing.

At the company's headquarters in Baltimore, the innovation lab is always the best kept secret office.

During the interview, New York guest found 3D printers, ecological simulation rooms, dynamic cameras and the most effective way to test the tensile properties of fabrics: a washing machine.

What is most proud of this laboratory is a technology called "Cold Gear Infrared".

By improving the ceramic shell technology of fighter, the outdoor products of Under Armour can now take care of warmth, ventilation and waterproof.

The difference between Under Armour and mass sports brand positioning can be described by the difference between "Athlete" (athletes) and "Sporty man" (sports people).

Let every consumer become an athlete, Planck is always emphasizing the unique competitiveness.

That is to say, every person wearing UA in the gym has "I am a professional, and the psychological superiority of your slags" is the competitiveness of UA.

This can also be seen from the image of Under Armour's franchised store: half of the shop salesmen are professional athletes, because Planck believes that only athletes know athletes, who want to be athletes or athletes.

The shop decoration style is rough and chill, with the cement plate texture and the cold light lamp's coordination, the cold hard aesthetic element runs through.

American stores even have bottled water for consumers in the locker room, as in the arena.

There is also a factor that has to be raised to promote performance - the star effect.

President Obama wore UA specially customized presidential version for physical fitness training.

This moment was photographed and widely disseminated by the media.

The first leg of the universe mold (Taylor Swift) also love to wear UA out of the street......

Who is that powerful speaker?

The five largest sports alliances in North America include five MVP, NBA Stephy Curry, Bryce Harper of the major league baseball, MVP Cam Newton of NFL regular season, Jordan League of the United States professional golf league, and the Hockey League of the United States.

Looking at such a face and body, it's me and I'm crazy about buying and buying.

Even though it is a growth type.

But if there is no sense of risk, it will not be able to turn growth into market value.

Some friends may see that the stock price of UA is at a low level, so we should not hesitate to think about it. Let's take a look at the potential risks of the company before we consider it too late.

In the two quarter ended June 30th, Under Armour Inc.

The total revenue of Andrew's $1 billion has met market expectations, but there are hidden worries.

Under Armour Inc.

The growth of Andrew's pillar apparel business has declined, and footwear products have been forced to cut prices to compete. They always have the "high-end image" of Under Armour Inc.

Andemar wants to achieve more "small targets" of sales, and he has to choose to sacrifice his image.

In June, Under Armour Inc.

Andrew has opened up a brand new fashion series to try to get a slice of the popular sports and leisure industry in recent years, and has hired Belgian fashion designer Tim Coppens as the creative director of the Under Armour Sportswear (UAS) fashion series.

The UAS fashion series has a decline in the growth rate and proportion of the group's clothing category; it concealment consumers' criticism on the brand fashion of the group, and increase the three functions of loyalty and stickiness of the group's main female customers.

Professional sports T-shirt comes from Under Armour to be close to the fashion industry.

There are two results: one is the combination of professionalism and fashion, one is fashion, and the other is professional disgrace.

If Under Armour's UAS fashion series is not competitive in fashion and sports industry, it will damage and weaken the professional and high-end sporting goods image of Under Armour itself.