The company intends its global retail footprint to not only generate sales but build brand awareness and increase market share, regardless of whether the sales happen in stores, online or through wholesale partners.
People in the know told The Economic Times that the Baltimore-based brand has hired former Adidas veteran Tushar Goculdas to spearhead its offline foray into India and the company plans to open 10-15 outlets in the next three years. The company would likely seek locations that would not take business from its Factory Stores outlets, he said. Such stores will be used to complement existing distribution channels in various markets, including department and sporting goods stores, specialty stores and online.
It's a familiar spot for Under Armour, which goes head-to-head with its much larger rival in stores and vying for endorsement deals. Although Under Armour has risen to challenge established players such as Nike and Adidas in North America and is popular among youngsters in the US and Europe, it hit a rough patch in 2017.
Dennis Green. It's about the balance and what's happening in each marketplace and where people shop and where the athletes are.
In comparison, the online route provides a platform for labels to start out without risking much money. Asked about the store space next to the competition, McCabe said, "We have not gone in and said that's what we want, but it's great for us.
Betting more aggressively on India might help boost its falling sales figures. Instead, it brought back some of its older shoe models and its basic sportswear in new and exclusive colors to sell at the department store, according to Citi Research analyst Kate McShane.
Elements of the Brand House concept are expected to make their way into additional branded stores this year, said Susie McCabe, Under Armour's vice president of global retail. Research portal Statista predicts that India's clothing market will balloon to Rs 6 lakh crore by 2020. Must Read. The second floor shows off emerging categories — youth apparel and footwear, a dedicated fishing and hunting shop, uniforms for teams at Notre Dame and Northwestern universities, the signature Stephan Curry basketball shoe and a "wearables bar" with activity trackers and sports watches that integrate with UA Record, Under Armour's online health and fitness network.
Tweet Youtube. The report suggested that Foot Locker may create Under Armour shops within its stores similar to those it has for Adidas and Puma. US sportswear brand Under Armour plans to open 10-15 outlets in the next three years in India.
Eventually, Moser believes, the direct-to-consumer channel — including full-price and outlet stores plus online — will outpace sales through wholesale partners, which explains why partners such as Foot Locker would be clamoring to boost Under Armour's profile, he said.
Having tasted online success in India, all these foreign brands are now reportedly looking to set up brick-and-mortar outlets across the country.