VMSD - October 2020 - 17

technology, but we are gaining insights into our
fitting rooms that we have never had before."
Shoppers at the new concept stores will not
find themselves in the unenviable position of
peeking from behind a half-open dressing room
door to flag down an associate for assistance.
Instead, they can reserve a fitting room via digital
tablet while still browsing the floor. Once inside
their room, with products scanned, they can
easily request additional colors and sizes and
even explore an expanded assortment including
personalized suggestions in privacy.
Another new tool that merges the physical
and digital experience is the introduction of a
3-D foot scanner, which is currently being tested
and is expected to roll out in 2021 after its
introduction in the Baltimore store in December.
Its development is the result of research indicating
that the majority of consumers are wearing the

wrong athletic shoe based on the size of their foot,
their arch and how they pronate.
"The 3-D foot scanner is an important tool
that allows our consumers to see and understand
their feet in a way they may not have been able to
before. We produce a full 360 degree view of your
feet in less than five seconds, and with the help

of our teammates, fit you in the right footwear
for your sport," says McCommon. "If you happen
to be a runner, which is a high growth category
for us, our teammates can pair your shoe to our
Map My Run app in store, so you can be fully connected into the Under Armour experience. The
new concept connects all of those dots to make
sure everything we're doing at the retail level is
making that consumer better."
Footwear remains a strong category for the
brand, and as such, its merchandise presentation
serves as a key focal point in the space. Each new
concept store, which represent a smaller footprint than previous iterations, features an angled
footwear focus wall in the back of the space that's
immediately visible upon entry. Whether a shopper
is walking by from the street, or has just entered
the store, clear sightlines ensure that their gaze
registers first to the back. A large digital screen
anchoring the back of the space also helps draw the
shopper in.
"When we interviewed shoppers during our
focus groups, we asked them what they remembered from their visit. The most consistent
responses we heard were the red portal that you
walk through to enter the store and footwear,"
recalls Wexler.
As the consumer begins shopping the footwear area, they'll find that product is presented
equally on the men's and women's sides of the
store and then organized by end use - run, train,
basketball, et cetera. Key collections, such as
collaborations with actor Dwayne "The Rock"
Johnson or basketball star Steph Curry, are highlighted on the floor for additional amplification.
Mannequins throughout the space bring
product to life and display the full head-to-toe
experience. Inclusive sizing and action poses
make them more relatable and approachable to
shoppers. A new running series will debut in the
first quarter of next year. Overall, the new concept
has garnered rave reviews from shoppers and
should give the brand a clear direction to continue to grow its in-store experience.
"What has been so exciting about the new
design is how our brand has come to life in a way
that meets the shopper's needs and showcases all
of our product offerings, whether it be our latest
gear or our digital platforms." concludes Wexler.
"The shopability is optimal, the fixturing is simple,
the marketing is at eye level and ultimately our
products and people are the focus." 

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OCTOBEr 2020

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VMSD - October 2020

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