Under Armour gets the upper hand amidst evolving pandemic trends.
When the pandemic began, consumers craved comfort in all categories. Sales of chocolate and cheese skyrocketed. Soft sweatpants replaced stiff trousers and oversized t-shirts took the place of button-ups. Now, a year into the crisis, new trends are taking shape.
While comfort is still at the core of consumer preferences, a desire for good health is elbowing its way in, especially as new year’s resolutions were made and warmer days begin to peek through. Under Armour reported surprise profits recently, some of which stemmed from these changing consumer preferences. As such, the brand was able to inch even closer to activewear mainstays like Adidas and Nike in Gartner’s Digital IQ Index: Activewear, scoring a spot in the Gifted class. For the first quarter of 2021, Under Armour is calling for sales to be up about 20% year over year.
Even during a pandemic, consumers have preferences when it comes to shopping. Brands would do well to keep an eye on the fluctuations of these preferences and, like Under Armour, aim to lean in on them to stay relevant.