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All information presented here is the students opinions based on answering a particular brief.
Team Members:
Junjie Jia
Jiaqi Li
Miaoyue Li
Zhuofan Ma
Yi Zhou
Keywords
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MANAGEABLE DIGITISATION
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FASHIONABLE ATHLEISURE
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EFFICIENT AND FLEXIBLE SUPPLY CHAIN
Summary
With the emergence of the hyper-competitive environment within the apparel industry，retailers are pushed to adapt customer-centric innovations to achieve sustainable future growth and reach a targeted level of market share. Women are a profitable extended market group to Under Armour while the development of the new product line and digital skills establish a hyper-connection between the brand and the intended market. Meanwhile，a well-managed supply chain is crucial to be harnessed to delivering an exclusive value to the customer. To deliver on its values and business philosophy, Under Armour needs to demonstrate sustainable innovation.