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SBD/November 6, 2013/Marketing and Sponsorship
With Vonn In Fall Campaign, Under Armour Sees Potential For Women's Apparel
Published November 6, 2013
TAILOR-MADE: Meehan notes UA is "tailoring the shopping experience to women in different venues: in its brand houses, in sporting goods stores and in department stores." UA's brand house "displays equal parts women's and men's products, and the strategy has paid off," as sales "reflect a 50-50 split between the men's and women's lines." UA is "taking steps to make female customers feel more at home in sports stores through miniature studios called 'Shop-in-shops.'" It is a "store within a store, where Under Armour's retail partners dedicate floor space specifically to the brand instead of mixing it in with competitor brands" (BALTIMORE BUSINESS JOURNAL, 11/1 issue).