Retail Clothing Industry And Its Impact On The Retail Industry

927 Words Dec 12th, 2016 4 Pages
Google defines retail, as the sale of goods to the public in relatively small quantities for use or consumption, rather than for resale. Given this definition, it was incredibly challenging to select two companies within the retail sector due to the broad span of companies categorized within this segment. When people think of retail, the companies that typically come to mind are Walmart, Costco, Target, or organizations with similar product lines. For this audit, Core Four Capital has decided to focus our efforts towards the retail-clothing industry, and look at Under Armour and LuluLemon, as they are both providers of athletic clothing. Under Armour was founded in 1996 by their current CEO, Kevin Plank. The entire company started due to Plank’s solution to the problem of how cotton shirts felt under his pads while he was playing the sport he loved, football. Throughout the first year of operations, Mr. Planks traveled up and down the East Coast, selling his dry fit t-shirts generating $17,000.00 in sales revenue. Secondly, in 1997 Under Armour introduced its ColdGear, which keeps athletes ware and dry in extreme climates. 1999 was a big year for Under Armour because of two major marketing endeavors that cause a dramatic increase in sales. The first marketing tactic that was forgone was the signing to supply a pivotal movie, “Any Given Sunday,” with athletic apparel to wear. The second and likely the more lucrative marketing undertaking, was the first print in ESPN…

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