Under Armor is a sportswear company and thus it deals with footwear and other accessories for men, women and youths. It products are diverse and designed to suit consumer regardless of the climatic conditions. For instance, the company offers footwear for football, baseball, lacrosse, soccer and softball. It has segmented its market in that, it groups individuals and teams that share one or more characteristics and require almost the product needs. By doing so, Under Armor Company has been able to meet the demand for sportswear needed for the certain climatic conditions, sports activities and fitness exercises. Thus the products offered vary with the needs of the consumers. For example, heat gear accessories are designed to provide wetness and cold during extreme temperatures while cold gears are designed to give dryness and warmth. The disparity in these products based on the market segments has enabled Under Armor Company to compete favorably in the market. Although the larger market segment is primarily made up of young adults (almost 84 percent) who are in college, single and mid-income earners, still Under Armor has made headlines as the fastest growing sportswear company (Proksch, Ulrich, and Bethge 322).
Purchase of these products varies with the market segments. In most cases consumption of sportswear is influenced by economic, technological, political and culture of the consumers. The reason as to why Nike and Adidas are making almost ten times more sales than us is due to such stimuli (Vanessa). Their brands are well established and positioned in the market. However, Under Armor main consumers include the young population, sports clubs and women. Map my fitness exercise is on demand due to the presence of women. Their consumption is literally complex since most women are involved in fitness exercises. This particular segment is highly involved in the acquisition of this product yet it is still aware of the competition from other companies offering the same product. The young adult population buys sportswear and accessories. They make up to almost 65 percent of the annual purchases. Products like headwear, bags and gloves are among the highly demanded items. Their purchase is frequent and expensive too. However, based on the usage rate of these products it is estimated that almost 50 percent of the buyers do mind the purchase price and dealer choice but most importantly purchase timing matters a lot (Solomon).
Under Armor Company has established itself as a company that offers affordable and superior products. The target minds are not overwhelmed with the profit the company makes instead they are conscious about the quality of the products (Vanessa). For this reason, the company has integrated recent technology in its products so as to meet consumer needs. It has different lines of product in each market segment to suit the demand and remain relevant in the market. Without Nike and Adidas the only brand that consumers can quickly remember is Under Armor. This is evident from the sales the company is making. According to (Proksch, Ulrich, and Bethge 320), the company sales have been increasing over last four years and the demand for footwear has been escalating. This is a good sign and an indication that consumer perception to this brand is strong and favorable. For a company to do well and make profit, it must consider the quality and not quantity of the products. In other words, quality should be primary and quantity a variable. Once the market realizes this, the company will be at a better position over its competitors (Solomon). Thus, Under Armor Company stands as a favorite product deliverer to consumers.
Arguing from the above point of view, it is true to say that consumer perception varies with the market segments. For instance, athletes consider under armor as a company that offers product that can allow them to maintain their focus in sports (Solomon). On the other hand, fashion focused consumers will appreciate colors and logos more than the comfort offered by the products. Another market segment comprises of non-athletes who purchase the product to satisfy their feeling. Thus, under armor is perceived as a company that regards professional athletes. On the other hand, Nike is known for democratizing fitness. The marketing strategy of under armor is meant to prove competitors wrong (Vanessa).
Meeting the needs of various market segments requires a lot of creativity and innovation. Vintage products do not have a place in the market yet improvisation of such products can yield to new fashions. Under Armor has been able to compete with Nike because it is innovative. Its market positioning places it as an innovative, authentic, fashionable and healthy company. It is innovative because of its recent products that are designed to suit consumers in different climatic conditions. It is fashionable because the kind of footwear it offers in the market is among the trending fashions. Its fitness exercise products give consumers a perception that this company regards the health of its consumers. Its products are quite distinct from those of Nike and Adidas thus it offers authentic designs.
Work Cited
Henao, Vanessa. "The Level and Nature of Interactivity of the Top Athletic Apparel Companies: Nike, Reebok, Under Armour, & Addidas." (2014).
Proksch, Michael, Ulrich R. Orth, and Franziska Bethge. "Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands." Journal of Consumer Behaviour 12.4 (2013): 318-326.
Solomon, Michael R. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall, 2014.
