In addition to looking through the point of view of many different generations, it has also been beneficial to look at marketing from a Sporting Good’s Niche. The sources argue that companies are facing hardships in gaining and securing consumers for apparel. Several sources that focus on marketing sports apparel have said email marketing has proved successful for apparel businesses. According to Byron (2005), using emails and phone alerts may be the answer. Email marketing has emerged, “retailers are crediting email marketing with being the most immediate, versatile, and one of the cheapest forms of advertising. DePillis (2014) argued this and explained how marketing through sponsorships is a key strategy to take leads in retail. Under Armour accredited the increase of their several sponsorships to the reason for increase in popularity and revenue (DePillis 2014). Email marketing offers the benefit of accessibility to companies.
It is the most convenient method for the company and the consumer. Byron (2005) gave an example of how J.Crew Group Inc. was able to still reach consumers despite the bad weather. This was done through email marketing, and sales for the particular item increased solely because of this advertising tool. Though this marketing tool was convenient, Lyberger and Shank (2015) explained why it was important certain types of advertisement be done through television. The source argued this by saying, “for instance an emotional appeal- best suited to television would be difficult to convey through print media” (Lyberger and Shank, 2015, p. 396).
The benefits that email marketing has extended further than the convenience it gave to the consumer. There is a significant cost advantage to email m...
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...as helped grow the Under Armour brand. Narrowing the target audience to the right amount will help with advertising. Byron (2005) supported having an audience large enough to have differences, but narrow enough commonalities. Consumers want tailored messages in order to buy apparel. Email advertising gave the option of tailored messaging, “sending customized pitches that target shoe lovers or handbag fans based on their previous buying behavior” (Byron 2005). By having the audience to an appropriate size, the marketing tool was used to target many people for one product. Lyberger and Shank (2015) gave the advantages and disadvantages of large audience and small audiences, also known as segment groups and market niches. Segment groups tend to be larger, but less specialized (p.243). Market niches are small, but the need can be specialized (Lyberger and Shank p.243).
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