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Decision Point: How Market Research Will Affect Your Strategy

Analyzing internal databases, big data, and other relevant market research yielded the following insights:

• Consumers are wearing athleticwear both in the gym and out. This segment of the athleticwear market, known as athleisure, is $40 billion in size and is growing at a rate of 8% a year.
• Millennials are increasingly looking for a deeper relationship with their brands. Current customers of Decathlonwear, although appreciative of the quality of the product, do not feel committed to the brand. Internal sales figures show that a small portion of customers will brand switch because of this.
• Sustainable product choices are important to millennials, and they are increasingly demanding that companies offer products that are made from sustainable materials. This segment is growing faster than athleisure at 15% per year but is smaller in size. The other challenge with this market is that millennials will not buy sustainable products if they have to sacrifice functionality.

Based on these consumer behavior insights, which of the following would be the best way to proceed?

Select an option from the choices below and clickSubmit.

Social media campaign: Invest in a social media campaign to strengthen the relationship with Decathlonwear's customers.

Athleisure: Promote the current product line to target consumers looking for athleticwear to wear as everyday wear.

Sustainable products: Develop a new product line to target consumers looking for a sustainable product choice.