KRYSTAL, CONFIDENT COMPETITOR
This athlete seeks out an inspiring, exciting, one-stop, in-store experience. Style beats practicality, and they prioritize their favorite brand over functional concerns, especially if that brand reflects their socially-responsible ideals.
Demographics
55%
Male
57%
Married
71%
Have Kids
38
Average Age
Sports Participation
Confident Competitors are more likely to participate in team sports like basketball, football, and soccer.
Sources of Inspiration
Online stylists or online personal shoppers
Fashion blogs, websites
Celebrities, musicians, athletes, public figures
Social Media Usage
Why They Shop
Confident Competitors are more likely to shop for emotional reasons
To Educate and Discover
They research, browse, and explore new brands, or new products from existing brands. Get inspiration from things seen in-person, or online (social media, influencers).
To Gratify and Enjoy
They shop for fun and entertainment, rather than for a specific item. They want a mental pick me up or instant gratification.
Past 12 Month Purchases
CONFIDENT COMPETITORS ARE MORE LIKELY TO PURCHASE
Athletic Apparel
Athletic Footwear
Casual Footwear/Sneakers
Attitudes Towards Brand
Brand names are important to them because they reflect who they are. They do little research but purchase brands they trust and always buy the best.
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Shopping for Kids
They are excited to buy new apparel and gear for their child and are more likely to purchase when their kids want it, or to stay current with trends.
Shopping Behaviors and Preferences
CONFIDENT COMPETITORS ARE MORE LIKELY TO:
Trust social peers/groups
Have a set of go-to brands requiring less research
Purchase products from the same brand, time and again
See themselves as an influencer amongst their peer group
Focus on aesthetics over performance
Use a loyalty or rewards program
TOTAL ADDRESSABLE MARKET
$20 Billion
PER YEAR
What They Value
CONFIDENT COMPETITORS PRIORITIZE THESE FEATURES WHEN SHOPPING FOR SPORTING GOODS
“The retailer offers faster delivery options.”
“The retailer offers a fun browsing experience.”
“The teammates there know what I like.”
“The store allows me to easily compare different brands and products.”
“I can easily compare prices.”
How They Shop
When choosing a sporting goods retailer, Confident Competitors place an easy-to-use mobile app highest on their list.
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Attitudes Towards Sports
They play to win and be social with friends. Naturally athletic, they want the best as it gives them a competitive edge, and they believe in looking good to play good.
How Confident Competitors Feel About Dick’s Sporting Goods
They are less likely to be aware of the Dick’s Sporting Goods brand, and thus less likely to have shopped and purchased. Among those who do shop at Dick’s, they skew more towards in-store occasions than other
segments.
Top Five Unarticulated Needs
Without realizing IT, these NEEDS are closely tied to Confident Competitors’ experience satisfaction
The retailer offers faster delivery options
The retailer offers a fun browsing experience
The teammates there know what I like
The retailer allows me to easily compare different brands and products
Atmosphere is inviting and unintimidating
