UA: Retailers Need To Reinvent Themselves To Meet Changing Customer Expectations.

The picture shows a Under Armour store in China.

People in the industry commented.

Retail can learn a lot from sports retail.

We can attract customers back to their stores again on the basis of their health.

。

Susie McCabe, senior vice president of global retail at Under Armour, the US sports brand, said: "people often say that fashion retailing has gone to death. But our company believes that retail vitality is still very active. Since the vitality of retail industry is still active, we still have the chance to bring this vitality back to sports retail and even fashion retail.

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This year is the establishment of Under Armour brand 20th anniversary, Under Armour also used this commemorative occasion to hold relevant celebrations in the physical store. According to the brand's latest quarter sales figures, the company's sales volume was close to 50 in the previous quarter, which has been double-digit growth for twenty-fourth consecutive quarters.

Susie McCabe points out that although the company has achieved good results in recent years, the company believes that this is just the beginning because the company has only been involved in retail sales for only 10 years.

It is estimated that the number of stores in the world will reach 600 by the end of this year, and retail is a very important channel for the company's growth in the future.

Susie McCabe revealed that every shop in Under Armour will be equipped with a very attractive decoration style, and every store will strengthen the contact of consumers in the follow-up shop, and start with the basic needs of consumers and seize every consumer.

For example, the flagship store opened by Under Armour in Shanghai, the company invited NBA star Stephen Curry to the scene and took this opportunity to enhance its brand's momentum in the local market.

Under Armour's flagship store in Chicago covers an area of 30 thousand square feet. According to Susie McCabe, the opening of Magnificent Mile in Chicago enables the company to display its brand in the world's most active and iconic shopping destination.

The flagship store in Chicago will become one of the largest retail stores in the world, emphasizing the mission of the company's innovation and providing customers with an unparalleled experience in shopping.

According to the flagship store's sales report, the number of new customers came to 1200 every month, and the consumption amount in flagship stores is 20% higher than that in general stores.

In addition, Under Armour also has a strong relationship with customers at the mobile terminal. The brand bought two mobile App at the beginning of this year for $560 million, making a big step toward connected fitness and wearable field.

Among them, the company purchased MyFitnessPal for $475 million, a free App tracking food habits and calorie intake, and built one of the world's largest nutrition / caloric databases, which can set up daily fitness programs for users, and currently has 80 million users.

In addition, it bought Endomondo at a price of 85 million US dollars, a social tracking App, such as time consuming, distance, speed and altitude. Currently, it has 20 million users.

As a retail store connected to the Under Armour fitness center platform, the Chicago brand store also has wearable products that the brand has never had before. It provides a series of brand intelligent fitness equipment such as Garmin, Pebble and Misfit, and products that will be added in the future.

These event trackers and sports watches are integrated with the brand's comprehensive health and fitness network UA Record, aiming to change all athletes' training and lifestyle.

Susie McCabe stressed that retailers need to reinvent themselves to meet changing customer expectations. The success of the future retail market will revolve around good relationships, which are beyond the trading level.