Under Armour Outlet – Pay a Visit to Your Town’s Under Armour Center to Pick Up the Trendy Under Armour Shoes.
To have its ambitious goal to become a $10 billion company, under armour knows it should become a footwear powerhouse.
When you go by the company’s last earnings report, that initiative is doing great. Footwear sales in the last quarter of 2016 were up 36%, based on the company’s own metrics.
But that number doesn’t tell the complete story. According to another number by industry analysts at NPD Group, the sales of Under Armour’s footwear actually fell 20% during that same period.
These numbers are both accurate. How is that possible? Under Armour’s number includes sales directly to customers as well as sales to wholesalers, because the FEC requires, as the NPD number measures actual sales to consumers.
The discrepancy is explained because under armour store australia sold a whole lot of shoes to retailers, but those retailers couldn’t move them. This means inventory piled-up, causing trouble for retailers and necessitating discounting, industry analyst Robin Lewis writes on his website The Robin Report.
That’s not great news for less than Armour’s star-powered footwear business, which includes seen sluggish increase in its models endorsed by all-star basketball player Steph Curry. Basketball footwear sales industry-wide were down about 20% in 2016.
The athletic shoe industry in general has moved to lifestyle and retro styles, in which under armour outlet melbourne has limited offerings. NPD analyst Matt Powell called retro styles “the 15dexjpky player in the athletic footwear market” growing at 29% through October of 2016. Unlike Adidas and Nike, Under Armour does not have decades of footwear styles to draw in inspiration from and has virtually absolutely nothing to offer in this particular category.
Under Armour by and large is shifting strategy right after a disappointing quarter, admitting that this missed the athleisure trend.