Many changes are taking place in the world today. Society is changing, so are the needs and wants of the public. People are now obsessed with all things tech-related and you can’t blame them when the market is full of technological innovations. At times, though, not everyone can keep up with all these changes and they end up becoming irrelevant in our global world. In the world of sports, even long-time staples are having a hard time coping with many of these changes because the usual tricks of the trade no longer apply. A big sports retailer like Sports Direct is not exempted from these challenges and they even introduce novel concepts like incorporating gym facilities in their stores to attract consumers. The company is embracing the many changes in the world of sports today and is undergoing a major transformation to stay competitive and relevant in a globally-competitive market. No longer will they be for the masses but more of a store that offers a wide-array of premium products that also focuses on trendy athletic fashion aside from sporting equipment.
(Via: http://www.bbc.com/news/business-40666992) Sport is a tight niche. Competition is tough as the public often goes after more popular brands like Nike, Adidas, and Under Armour among others. Today, Sports Direct is giving ample space in their stores for these premium sports brands alongside other equally great labels so that consumers will even consider going inside the store.
(Via: https://www.theguardian.com/business/2017/jul/20/sports-direct-weak-pound-profits-mike-ashley) The market has been especially tough for sports empire, Sports Direct, as the company lost roughly 60% of its profits as of April. Not only is the fall because of the retailer’s poor performance but as well as the current state of the market these days where most global markets have also crashed or barely surviving and the pound is weaker than ever. However, these dire conditions aren’t stopping Sports Direct from opening new stores to help them realize their goals of becoming a premium shopping destination for sports apparel and equipment. Perhaps reinventing itself is a great way for the company to survive these difficult times and change the perception of the public about the brand selling cheap or bargain stuff for the longest time. The following blog article Sports Direct’s Dream Of Becoming “The Selfridges Of Sport” was first seen on The UP Blog from https://www.unabashedlyprep.com/site/entry/sports-directs-dream-of-becoming-the-selfridges-of-sport/
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