Word: nike
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...Retail Link system. That allows vendors like Sara Lee (Hanes underwear, Bryan bacon) to dip into Wal-Mart's computers and track sales and replenish supplies constantly. By the same token, Wal-Mart will be held more responsible for these factories' social and environmental policies. As the folks at Nike can tell you, this carries its own risks...
...selling apparel anyway," says Claire Watts, Wal-Mart's fashion boss. "Would it kill us to be a little more up to date?" Designers from ASDA and from Wal-Mart headquarters now go on trend-spotting trips together, an exercise associated more with hip brands like Nike, and one that sounds perilously outside Wal-Mart's core competency. Watts insists that her group isn't trying to move Wal-Mart into haute couture. The focus is fashion basics at low prices...
...mostly shirts selling for $25 to $50 but also shorts, socks and headgear. All are made of various blends of polyester and Lycra. Most of the clothing is formfitting, but a new line called Loose Gear was added a few years ago for customers who aren't gym sculpted. (Nike's Dri-Fit line is a major competitor in this market segment.) New products in 2003 will include golf shirts, boxer shorts, briefs and women's team wear...
...that's not its only challenge. Like most successful upstarts, Under Armour faces growing competition from big established brands. Nike has launched a line of sweat-wicking clothing called Dri-FIT One. And Reebok is selling a similar line, called NFL Equipment, as part of a 10-year, $250 million licensing deal with the National Football League. Meanwhile, Under Armour's image of insider cool will be strained as it tries to expand its market beyond committed sports enthusiasts. "It's been able to captivate the hard-core male athlete," says Marshal Cohen, co-president of market-research firm NPDFashionworld...
...accounts for its success, says Mike May, a spokesman for the Sporting Goods Manufacturers Association International. Under Armour "was one of the most requested apparel items for Christmas gifts for all genders and ages," says Kevin O'Dell, assistant manager of Galyan's sporting goods in Gaithersburg, Md. "When Nike came out, it was all about the swoosh. Now it's Under Armour. If you watch any interview in a locker room, they're wearing Under Armour...