The last two to three years have been a struggle industry-wide and an overnight rebound is simply not in the equation. "In the short term, growth will be inhibited by the economic downturn, which will constrain discretionary spending, " admits research on the athletic apparel industry. (The Freedonia Group, 2009)
While DC is not in any
particular way affected more than Other brands by the downturn in consumer spending,
it does present significant tactical dilemmas. While larger competitors may have more
ability to manipulate their supply chain in order to reduce costs to keep afloat, DC will
need to be sure that any tactics with pricing and promotion dont sacrifice their standing
and overall values-based strategy.
The last two to three years have been a struggle industry-wide and an overnight rebound is simply not in the equation. "In the short term, growth will be inhibited by the economic downturn, which will constrain discretionary spending, " admits research on the athletic apparel industry. (The Freedonia Group, 2009) While DC is not in any particular way affected more than Other brands by the downturn in consumer spending, it does present significant tactical dilemmas. While larger competitors may have more ability to manipulate their supply chain in order to reduce costs to keep afloat, DC will need to be sure that any tactics with pricing and promotion dont sacrifice their standing and overall values-based strategy.
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