In the competitive world of athletic wear, companies use market segmentation as a key strategy to establish their brand and connect with various consumer groups. Under Armour is a prime example of this approach, as they successfully targeted the female athletic wear segment. Below, we will examine Under Armour’s segmentation strategies, identify key takeaways for successful market segmentation, and explore a new market segment with growth potential.

Under Armour’s Market Segmentation Odyssey

Under Armour, a company known for its specialization in men’s athletic wear realized the potential in the untapped market segment of women. Traditionally, the company focused on creating high-performance apparel for rigorous physical activities that was primarily designed for men. However, the company had a strategic breakthrough and launched the groundbreaking “I Will What I Want” campaign, which targeted women directly. This initiative was not only about diversifying product lines but also a testament to Under Armour’s commitment to understanding and empowering female athletes across all sports.

Implemented Segmentation Strategies:

1. Psychographic Segmentation: Under Armour tapped into the aspirations, attitudes, and psychological traits of female consumers, emphasizing empowerment, resilience, and challenging social norms.
2. Behavioral Segmentation: The campaign focused on how women engage with sports and fitness, acknowledging their unique motivations and celebrating their achievements in areas often dominated by men.
3. Demographic Segmentation: While not explicitly mentioned, it’s implicit that Under Armour targeted women across various age groups and fitness levels, broadening its appeal beyond professional athletes to include everyday fitness enthusiasts.

Key Points for Successful Market Segmentation

1. Understand the Consumer: Deep insights into the target segment’s values, needs, and behaviors are crucial. Under Armour’s campaign resonated because it understood women’s desire for recognition and representation in athletics.
2. Create a unique identity : Stand out in a saturated market with unique messaging and positioning. The use of unconventional athletes, like a ballerina, highlighted diversity in female sports.
3. Leverage Multi-Channel Marketing: Utilize a mix of traditional and digital platforms to engage consumers where they spend their time, ensuring a cohesive and immersive brand experience.
4. Measure and Adapt: Continuously evaluate the effectiveness of segmentation strategies and be willing to pivot based on feedback and changing market dynamics.
5. Authenticity: Genuine representation and messaging build trust and loyalty. Consumers can discern when a brand’s commitment to a segment is superficial versus deeply committed.

A New Market Segment to Explore: The Home Fitness Enthusiasts

The recent trend of home workouts has brought attention to a growing market segment known as home fitness enthusiasts. This group includes people from different demographics who prefer to exercise at home. Their preference for home workouts is driven by factors such as convenience, privacy, or the ongoing impact of global health concerns.

Crafting a Segmentation Strategy:

1. Behavioral and Psychographic Segmentation: Identifing the unique motivations, routines, and preferences of home fitness enthusiasts. This includes their choice of workout types, equipment, and digital platforms tey access for their fitness routine.
2. Customized Content and Products: Developing tailored fitness apps, home workout gear, and virtual training sessions that speak to the segment’s specific needs.
3. Community Building: Fostering a sense of community through online forums, social media groups, and virtual challenges that encourage interaction and support between home fitness enthusiasts.
4. Influencer Partnerships: Building credibility and reach within the home workout segment by collaborating with fitness influencers.

When executed with insight and creativity, market segmentation enables brands like Under Armour to forge deeper connections with diverse consumer groups. By exploring new segments like home fitness enthusiasts with tailored strategies, brands can continue to innovate and grow in the ever-evolving landscape of consumer preferences.

Reference:

Release. (n.d.). UA Newsroom. https://about.underarmour.com/content/ua/about/en/stories/press-releases/release.11816.html

Under armour | I will what I want. (n.d.). https://droga5.com/work/under-armour/