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It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
The Growth Paradox part II: Under Armour CMO
Manage episode 204359180 series 2286264
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Since its creation just over two decades ago, Under Armour has firmly established itself as one of the world’s most innovative global sports brands. With annual sales figures now worth around $4 billion, the company now stands toe-to-toe with rival juggernauts like Nike and Adidas. In his interview with Hot Topics, in association with Fits Me, Andrew Donkin discusses how despite being a relatively late comer to a highly competitive sector like sporting apparel, Under Armour have managed to identify gaps and opportunities in the market, target the appropriate groups of consumers and then develop a proposition which has succeeded against powerful and well-established competitors.
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