VMSD - October 2020 - 16
ety of concepts at its Baltimore-based facility
allowed the design and insights teams to evaluate and refine those ideas that resonated most
strongly with shoppers, beginning with their first
impression of the space at the lease line. Shoppers enter the store via a bright red portal, which,
against a newly allocated color palette of black,
white and gray, signals to the consumer that
16
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they are setting foot in an Under Armour brand
house, wherever in the world they might be.
"We want to be the most local of global
brands. Our storefront conveys a strong brand
presence with the strength in the scale of the
wordmark, while our city logo lockup represents
this idea of it being 'my store in my city' which
can offer a photo op moment and become part of
the community," says Sarah Wexler, Director of
Global Store Design. "The red portal is our entryway into the space - it frames and centers the
product storytelling and is the primary use of red
in the store."
The team also invested time unpacking
the fitting room experience - a critical stop on
the customer journey with some obvious pain
points where purchase decisions are often finalized in store.
"We were really excited to bring an innovative, efficient and helpful fitting room experience
to life as a part of our city concept," says Monika
McCommon, Director of Global Store Innovation. "We believe that if our consumers have
a great fitting room experience, they are likely
to try on more items and find what is best for
them. In our initial testing we have seen amazing
results. Not only do our consumers love the new
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VMSD - October 2020
Table of Contents for the Digital Edition of VMSD - October 2020
VMSD - October 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Connecting the Dots
On the Shores of Veracruz
Diner’s Club
The World of Tomorrow
Showroom
Ad Index
Checking Out
VMSD - October 2020 - Intro
VMSD - October 2020 - VMSD - October 2020
VMSD - October 2020 - Cover2
VMSD - October 2020 - Contents
VMSD - October 2020 - From the Editor
VMSD - October 2020 - 3
VMSD - October 2020 - Vmsd Editorial Advisory Board
VMSD - October 2020 - 5
VMSD - October 2020 - The Goods
VMSD - October 2020 - 7
VMSD - October 2020 - 8
VMSD - October 2020 - 9
VMSD - October 2020 - Next Store
VMSD - October 2020 - 11
VMSD - October 2020 - 12
VMSD - October 2020 - 13
VMSD - October 2020 - Connecting the Dots
VMSD - October 2020 - 15
VMSD - October 2020 - 16
VMSD - October 2020 - 17
VMSD - October 2020 - 18
VMSD - October 2020 - 19
VMSD - October 2020 - On the Shores of Veracruz
VMSD - October 2020 - 21
VMSD - October 2020 - 22
VMSD - October 2020 - 23
VMSD - October 2020 - Diner’s Club
VMSD - October 2020 - 25
VMSD - October 2020 - 26
VMSD - October 2020 - 27
VMSD - October 2020 - The World of Tomorrow
VMSD - October 2020 - 29
VMSD - October 2020 - 30
VMSD - October 2020 - Showroom
VMSD - October 2020 - 32
VMSD - October 2020 - Ad Index
VMSD - October 2020 - 34
VMSD - October 2020 - 35
VMSD - October 2020 - Checking Out
VMSD - October 2020 - Cover3
VMSD - October 2020 - Cover4
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