MKTG 2101 Lecture Notes - Lecture 6: Kevin Plank, Under Armour
17 Mar 2017
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Document Summary
Kohl"s has many objectives that it hopes to accomplish through this partnership with under. One of the most important is finding a way around one of its biggest competitors, Kohl"s hopes that introducing under armour products in its stores will bring in more consumers who have switched to online shopping over shopping at a physical store. Kohl"s is also planning on trying to increase its social media presence with the use of commercials, videos, and other forms of advertisement. Kohl"s has been trying to increase its active and wellness products and partnering with under armour, a well-known athletic apparel company, is the best way to do that. Kohl"s is mostly targeting women and children as they are planning on bringing in a lot of under. Overall, kohl"s hopes to rope in younger consumers who would normally go elsewhere for their athletic apparel needs.
