Under Armour Is Being Phased Out By Young Americans?

More and more young people lose their right. Under Armour Enthusiasm.

According to the world clothing and shoe net, in April 12th, the US Research Institute Piper Jaffray announced a semi annual survey on the youth retail market. The results show that Under Armour is in clothing The list slipped from eleventh last year to thirteenth place. footwear The field fell from fourteenth to twenty-fourth.

At the same time, Under Armour ranks first among male consumers who choose to give up. This means that boys have largely lost the desire to wear the brand clothes. On the list of brands that women chose to give up, Under Armour was first placed in the tenth place and equally unoptimistic.

The report says Under Armour is being phased out by young Americans.

Since 2001, Piper Jaffray has conducted research on the retail market for young people every six months to track the brand preferences and consumption habits of future main consumer groups. So far, the agency has conducted more than 30 surveys of youth consumption.

The latest report is based on Piper Jaffray's survey of about 6000 young people in the United States, with an average age of 16 years. Overall, youth spending has increased by 2% over the past 6 months, accounting for 7% of sales in the US retail market. In the case of continued weakness in North American demand, the millennial generation is still an important driving force for brand growth.

In the apparel and footwear rankings, sports brands continue to dominate. Nike is in the first place, and its market share is more than two times that of the second American Eagle, maintaining a strong position.

However, Erinn Murphy, senior research analyst for the report, said that although Nike is still the most popular footwear brand for American teenagers, this group's preference for Nike has declined for the first time in many years, and the number one brand is also under some pressure.

Piper Jaffray said Adidas's growth in Nike's domestic market was fourth, the second most important sport brand after Nike. The report shows that German brands have been fully increased in the range of youth with different genders and income levels. A 2017 earnings report shows that Adidas's sales in North America, which occupy the global 1/3 market share, has increased by 27%.

In addition, the bigger surprise in the report comes from the development trend of street sports apparel. This category is particularly popular among the younger generation of consumer groups, leading to a new high ranking of Vans, which ranks the top ten in the fashion trends of men and women. In addition, it is worth noting that the Canadian sports brand Lululemon's tights are the most popular among the high-income families.

By contrast, the situation of Under Armour is unsatisfactory. Whether in the field of clothing or footwear, the upscale brands in the United States have declined to varying degrees, or even been abandoned by a large number of male teenagers, and the statistics of each category of income are declining.

According to the report, for male adolescents with high-income families, 12% of respondents said they no longer buy Under Armour products, which rose 2% compared to 6 months ago. At the same time, the brand appeared in the tenth place for the first time on the brand list that women did not want to buy. In the whole survey, only one high - income woman said it was willing to pay for Under Armour.

In fact, last September, the report of Wells Fargo on young male consumers showed that Under Armour ranked the bottom in the sports brand's consumer preference. Only 27% of young consumers expressed interest in the brand, and only 19% of the products were once popular. By comparison, up to 70% of consumers choose Adidas and 81% choose Nike.

Nowadays, the products of Under Armour are not "cool", lack of innovative design and clear characteristics, and their status in the minds of American teenagers continues to decline.

In the fourth quarter of fiscal year 2017, sales of Under Armour in the North American home market decreased by 4% compared to the same period last year, and the core market accounted for 77% of the total sales. If we can no longer catch the hearts of young Americans and lose the main consumers in the future, the pressure on American brands will be even greater.

More interesting reports, please pay attention to the world clothing shoes and hats net.