After creating a performance niche with men and team athletes, Under Armour is pursuing adult women. The brand is launching a women’s fitness-focused, collection-driven line for spring.
Under Armour began in the women’s business with what it dubbed the Team Girl line for high school and college athletes in 2003. Now the company is aiming for the woman it calls Miss Train to Maintain, young professionals, age 22 to 40, who work out three to five times a week to tone and stay healthy.
“When I joined Under Armour in January, I perceived women’s as the low-hanging fruit here and the most significant growth opportunity for the brand,” said Suzanne Karkus, senior vice president of apparel, who had been president of Izod women’s. “Our women’s business, which is currently about 25 percent of our sales, is outperforming men’s on a percentage basis, which sets us up for growth in 2009.”
Karkus projects that the line, which wholesales for $20 to $37.50, will sell to about half — an estimated 3,000 to 5,000 —of Under Armour’s sporting goods channel doors, like Dick’s Sporting Goods, in its first season and then grow. She added that the new line will likely be a bigger business than the Team Girl business in short order.
“Our business began in women’s with a real focus on the Team Girl, a high school or college athlete, and now we are evolving the line so we keep Team Girl as she grows up, as well as broaden our consumer base,” Karkus said.
The company already has a line for the adult man, whom it defines as the “jock on the clock training to remember his glory days.” The new women’s line is focused on in-gym activities, from weight training to group classes.
“Whereas the Team Girl offerings are much more basic training pieces, our fitness collection was inspired by a focus on fit, style and performance, with pattern, prints and color that take us a significant step forward in how we refresh the floors on a monthly basis,” Karkus said. “We still have all the DNA that makes Under Armour great, but in addition to that, we have a focus on a collection-based product so tops work with bottoms, because we know women are really attracted to outfits.”
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)