Online the rule is: content is king and experience is queen. Well, the queen is about to have her own house. Companies such as Under Armour, who sell a lot of product online, are looking to enhance the strength of their brand through real-life experiences at stores. So in addition to merchandise assortment and store flow and layout, the focus when the consumer enters the store is on a positive, memorable experience with the brand.
In a market dominated by big-name players, Under Armour would do well to sell their brand and increase awareness. A hot brand with teens and the 18–35 age market, other market segments are not as familiar with the brand. Under Armour has a large share of a niche market from their focus to not be all things but rather focusing on high-tech athletic gear and compression attire. Their entrance into the shoe market after already being a cool brand with younger consumers was a logical progression. Now, getting the older, more cash-rich consumer to buy in to their brand will help their revenue.
Under Armour plans to provide a lavish experience complete with a red-carpet entrance, sports celebrity video greeters, and showcases of their ads while hosting races, yoga events, and other promotions. They want to offer a highly personal shopping experience with experts found in each of the main category sections of the store. The amount of time spent in this store may be longer since it is experience-based and offers their deepest product assortment. It seems like a great way to capture the time and attention of sports- and fitness-minded people while selling the brand, as long as the experience is remembered as uniquely Under Armour. If Under Armour can promote this experience online and deliver it face-to-face, it is a good step to providing a shopping experience fit for a queen or a king.