Under Armour Needs To Surpass Nike And Occupy Sportswear Market.

The sports wear market, which is on the rise, will not wait.

The biggest trend of the time is to get closer to the high-end fashion industry.

H&M and other fast fashion brands can't wait to jump in. Others include fashion designer brands such as Tory Burch, star brands such as Beyonce and some venture capital companies.

The pressure of competition is obvious.

Although the price range has not yet been announced, location Tim Tim, the designer of the new product line from Under Armour, has been basically confirmed.

Coppens is bit.

In New York, we have the same brand.

He was born in Belgium. He graduated from Royal Antwerp design school in 1998. He was a creative director in the Performance series of Ralph Lauren, and has rich luxuries.

Experience.

Tim Coppens is also among the 2015 men's designers nominated by the American Fashion Designers Association.

He also made women's wear.

Integrated into street fashion.

Under Armour has taken a new step.

This has always been seen as

and

The sports wear brand of the Challenger recently announced that it will launch a new high-end product line, called Under Armour Sportswear (UAS), and the new product will be released in autumn.

Coppens's joining as chief creative officer means that Under Armour will be from pure broken professional type.

Brand change is more concerned with the lifestyle brand of the sense of design.

Under Armour said in its statement that the new product line will "take into account the comfort and reliability of recreational sportswear and innovation and functionality".

Coppens also said: "brand desires new things, a turning point, and it has ambition for longer, faster and more direct products and modern fashion.

Under Armour is in a special position that can define the style of movement on the east coast of the United States, and it has the responsibility to be armed to enter the lifestyle market.

Of course, lifestyle brand is no longer a rare concept, and pformation is more likely to be competition.

With Nike, Adidas even including

The sportswear market, including brand Lululemon, has entered a new era. Brands are developing all clothing categories, and in order not to lose the original attribute of sports, they choose the two element combination of sports leisure.

The cake that makes the new market sometimes needs to compete together, but according to the NPD group's research report, the sports leisure market capacity has increased by 16% last year, and the total sales volume has reached 43 billion 600 million US dollars.

In the case of the US market, if eliminated

The United States

Market sales are down by 2%.

Therefore,

The new product line needs a more diversified approach, with both a sense of movement and a sense of fashion, as well as a full set of accessories and shoes to keep consumers in their stores for a longer time.

Ben Pruess, senior vice president of brand, said in a recent interview with Business of Fashion that new products are not only allowed to be worn during sports, he even said very directly.

。

Nor is it a sport.

This is a dress for young, positive new generation. "

In other words, this product may be a sports line with Under Armour characteristics and Coppens independent brand characteristics.

It is not yet certain whether the decision is really a success.

In addition to the design itself, pricing is a key part.

Coppens's own brand T-shirt sells for about 250 dollars or more (about 1625 yuan), and the T-shirt of Under Armour sells for about 30 dollars (about 195 yuan).

And the price before Under Armour is generally lower than that of Nike, Adidas and Lululemon. Let us venture to predict that the price of the UAS series will be between us $100 and US $-250.