Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Placer Bytes: Under Armour, Dunkin', Levi's

Ethan Chernofsky
February 11, 2020
Placer Bytes: Under Armour, Dunkin', Levi's

Chip on Under Armour’s Shoulder

Nothing ignites the competitive retail spirits like some good, old-fashioned industry insults. In a recent interview, Lululemon founder Chip Wilson said that Under Armour “lost it many years ago” attributing much of the company’s decline to the focus on wholesale. Instead, he opined that the future of the U.S. athleisure space belonged to Lululemon, Nike and Adidas

The slight to Under Armour could actually indicate an ideal strategy for a sweat-proof rise. Many brands have been increasingly utilizing an owned brick-and-mortar presence to buttress, if not fully replace, a wholesale mindset. Data indicates that Under Armour could potentially benefit from this as well. 

The brand has seen strong offline growth, with nearly every month in 2019 outperforming the same period in 2018. This includes peaks in the back-to-school and holiday periods. 2019 visits in July and august of 2019 rose 48.3% and 64.6% above the baseline for the period from January 2018 through December 2019, besting the 27.3% and 30.7% rises in 2018. The same growth was seen during the holidays, when visits jumped 24.1% and 36.7% above the baseline in November and December, outperforming 2018’s 1.8% and 34.8%. 

Could Wilson’s insult be the recipe for success? Early indications would suggest so. 

Dunkin’s Winter Opportunity

Dunkin’ Donuts is testing out a range of new concepts including a heavier focus on deliveries and store remodeling programs. Yet, the biggest value may come from figuring out a way to better handle the winter months.  

Looking at the two year period from 2018 through 2019, Dunkin’ sees a seasonal trend where traffic declines in the winter and annual high points come in May and June with another recurring peak in October. But this ignores the opportunity in the colder months.

Starbucks, Dunkin’s chief rival, sees a different distribution, with annual peaks coming in November and December, supported heavily by the boon that is Black Friday. This reality points to a potentially massive opportunity for Dunkin’ to better orient itself to take advantage of consumer needs for a hot drink during the coldest times of the year. By better aligning itself for this, whether through winter-based promotions or new products, Dunkin’ could reach its fullest potential in 2020.

Levi’s Retail Expansion Continues

Levi’s CEO Chip Bergh said in an earnings call that the company would be using a new store format to enable “smaller footprint, more profitable, more capital-efficient stores in better locations.” 

Why is this so important? Because the company is seeing a powerful combination of in-store retail growth and a decline in its wholesale business. The last week of December 2019 brought in visits that were 81.9% above the baseline for the two year period from January 2018 through December 2019. That’s far higher than the 60.8% mark above the baseline the brand enjoyed in 2018.  

Small format stores not only signal an ability to more efficiently expand, they allow brands to get into higher-income areas where real estate costs are equivalently more expensive. The Levi’s audience during that same period had an average income that was inline with other top tier retailers. Meaning the brand has confidence that these audiences will certainly take advantage of the new locations. 

Can Under Armour prove its critics wrong? Will Dunkin’ figure out how to dominate the winter? What will the impact of Levi’s expansion be? Visit to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Checking in With Discount & Dollar Stores
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024:’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023 Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap