Amer Sports is the only one doing new things in a tired industry
While others struggle, one brand is getting credit for actually innovating.
The story
Bank of America notes that Amer Sports is performing well in the athletic footwear sector, while Nike and Lululemon face challenges due to lack of innovation and consumer interest.
Source: wwd.com
Our reading
Amer Sports is the only brand in the athletic footwear sector that’s not currently being called out for being stuck in a creative rut. While Nike and Lululemon are being told they need to innovate more, Amer Sports is getting credit for actually doing it. That’s not a bad position to be in, but it also means the rest of the industry is clearly not doing its job.
The report implies that innovation is the key to success, but also that it’s hard to measure. If a brand is doing it, it’s a bright spot. If not, it’s a problem. The only thing that’s clear is that the industry is in a holding pattern, and the only thing keeping it from total collapse is the off-price channel, which is basically the retail equivalent of a discount coupon.
It’s not that people don’t want new things—they just don’t want to pay for them. Which is why the only thing that’s really working right now is the idea that something is cheaper, even if it’s not new. That’s the real innovation.
