as Nike is, including Adidas, Puma, Fila, but also Umbro, Ralph Lauren and lululemon (Bisht, 2015).
Companies that have not succeeded in this industry are mainly ones that were unable to scale, but also firms like Reebok that are relatively successful but found themselves to be acquisition targets. There are several critical success factors in the industry, including trend-setting design, excellent supply chain and distribution management and marketing expertise. Consumers are typically drawn by design and marketing, while the back end ensures that products are made, make it to market, and costs are contained.
The political/legal forces in the industry are minimal, but… Continue Reading...
The Gap is the mainstream flagship brand aimed at the mass market. Athleta is the Lululemon knockoff stuff – women's yoga… Continue Reading...
are lifestyle and value-oriented. The marketing of athletic apparel companies -- whether Nike or lululemon -- reveals a focus on particular lifestyle factors that drive the branding of those firms.
Benefits are another means of segmenting the market. In some cases, there is really only one benefit and it does not matter who the person is, you just want to reach people who need that benefit. In other cases, a product might have two completely different benefits. Think of something like baking soda, that has a few different uses. The best way to understand that market is to know how many people buy for… Continue Reading...
