Dick’s Sporting Goods Turns To Women To Fuel New Growth
On the latest episode of the E-Commerce Retail Briefing podcast:
Dick’s Sporting Goods is shifting its focus. After hitting a sales slump, the retailer is now building out its private label brands and targeting the health-conscious woman to fuel new growth.
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Dick's Sporting Goods Looks To Women In New Growth Strategy
After experiencing a sales slump in recent quarters, Dick’s Sporting Goods is focusing on their women’s selection to fuel new growth. However, the retailer is also competing with brands like Lululemon, Outdoor Voices, and Gap’s Athleta, all of which are targeting the same demographic. Dick’s Sporting Goods women’s brand, Calia, launched nearly five years ago and is now one of the top two women’s apparel brands in stores based on sales. The sporting goods retailer also launched in-house brand, DSG, last month that includes an expanded women’s line.
In their strategy shift, the retailer is leaning more heavily on its private-label brands, which they expect to reach $2 billion in sales over time. For Dick’s Sporting Goods, Calia offers a good example of what they can accomplish. Within five years, they were able to scale the brand to all of the company’s stores and is now one of the retailer’s top brands. Some analysts are applauding the retailer’s efforts, noting that focusing on building private label brands gives the company an extra degree of control.
A Vice President of the company said that they’ve always had women in mind, but the past two years, the conversation has been about women being at the forefront. President Lauren Hobart said that women have complained in the past about the retailer having a lack of product selection for women. She said, “We’ve got our own private brands that we’re trying to use to address the issue ... and we’re doing everything we can to get the national brands to meet it."