Under Armour, initially known for its strong, masculine branding aimed at male athletes, boldly pivoted in 2014 with its “I Will What I Want” campaign. Recognizing the potential in the women’s athletic wear market, the brand shifted its focus to a demographic that performance apparel brands had previously underserved. This campaign was not just about selling clothes; it was about tapping into the emotional and psychological aspirations of women who valued independence, resilience, and self-expression, Under Armour successfully connected with this emerging consumer group by leveraging psychographic segmentation, blending emotional storytelling with modern digital marketing techniques (Under Armour’s Willful Digital Moves, 2016).
The brand’s shift from targeting men to embracing a broader female audience provides a case study of the power of segmentation. Under Armour did not simply repackage its product; it created a message that resonated deeply with women, showing that segmentation is not just about dividing consumers into groups but about understanding their core values and creating meaningful engagement.
Key Points for Effective Segmentation Strategies
- Understand Consumer Value-Seeking Behavior:
Segmentation should be grounded in how consumers make decisions based on perceived value, focusing on the needs and benefits of the product (Babin & Harris, 2021). - Leverage Psychographic Data:
Segmenting based on values, interests, and lifestyles can create more meaningful connections, as seen with Under Armour’s focus on women’s empowerment (Babin & Harris, 2021). - Craft Targeted Messaging:
Each segment requires tailored messaging that addresses their specific needs and desires. This builds emotional resonance and brand loyalty (Under Armour’s Willful Digital Moves, 2016). - Ensure Strategy Flexibility:
As consumer preferences change, segmentation strategies must evolve. Brands must remain adaptable to maintain relevance in the market (Babin & Harris, 2021). - Utilize Multichannel Campaigns:
Reaching consumers across multiple platforms, primarily digital and social media, allows brands to engage with diverse segments effectively (Under Armour’s Willful Digital Moves, 2016).
New Market Segment: Tech-Savvy Fitness Enthusiasts
A new market segment that has emerged recently is tech-savvy fitness enthusiasts. These consumers integrate technology into their fitness routines, using smartwatches and apps to track performance and optimize health. A segmentation strategy targeting this group would emphasize wearables, AI-driven fitness tools, and personalized workout plans. Marketing could focus on digital platforms such as fitness forums and health-related apps, with a strong presence on social media. Collaborating with fitness influencers and tech reviewers would help engage this audience effectively (Babin & Harris, 2021).
Conclusion
Under Armour’s success with segmentation strategies, mainly its focus on psychographics and multichannel marketing, is an inspiring model for brands. By understanding consumer behavior and leveraging emotional connections, marketers can effectively reach new segments like tech-savvy fitness enthusiasts, ensuring their campaigns resonate with evolving consumer trends.
References
Babin, B. J., & Harris, E. (2021). CB (9th ed.). Cengage Learning US.
Under Armour’s Willful Digital Moves. (2016). University of Virginia Darden School Foundation.
