Nike’s athletic apparel offering is gaining mindshare among American consumers in four categories—innovation, fashion, style, and value, says Canaccord Genuity Capital Markets. On the question of the most innovative brand, Nike is gaining ground in the mid- to upper-income male demographic. Nike is perceived as the most fashionable on-trend brand while Lululemon is gaining ground among women. Nike was named tops in fashion among men (42 per cent) and women (31 per cent). The positive response to Nike on both the innovation and fashion fronts is translating into high future purchase intent. Specifically, 41 per cent of men and 38 per cent of women are likely to make Nike their next athletic apparel purchase.
Athletic apparel and footwear categories overall continue to grow in appeal with teens. Lululemon has made gains with women on the question of which brand is most fashionable, with 26 per cent of women selecting Lululemon. Specifically, Lululemon shows significant gains among older millennial women (25 to 34 years old). By age, Under Armour has gained the most ground among 50-to-64-year-old men as 23 per cent view the brand as most fashionable versus 16 per cent in the last survey. Under Armour’s once premium, full-price positioning is showing signs of waning.