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Thread: Calia sales on fire!

  1. #1
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    Calia sales on fire!

    Excerpt from Dick’s Sporting Good earnings call transcripts, 5/30/18:


    Driving differentiation and exclusivity within our assortment is a top priority. We've expanded our CALIA collection to new categories and given it premium space in our stores. In the 3 short years since its launch, CALIA has grown to be our #3 private brand in our portfolio and the #2 brand in women's athletic apparel, behind only Nike.


    Last edited by Pi314CA; 05-31-2018 at 08:20 AM. Reason: larger text size
    txacar, ethelu, Suellen and 13 others like this.

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    Wow, isn't this exciting news!!! Go Carrie!!! Go Calia!!! Wonder how close it is to Nike? If there's any chance it could become their #1 brand in women's athletic apparel?
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    wonder what it could do if they ever aired commercials for it.

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    Quote Originally Posted by maddkat View Post
    wonder what it could do if they ever aired commercials for it.
    Isn't that the truth!!! She'd make some awesome tv spots that's for darn sure!!!!
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    Quote Originally Posted by maddkat View Post
    wonder what it could do if they ever aired commercials for it.
    I don't know why she doesn't.
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    Quote Originally Posted by DaisyTweets View Post
    Isn't that the truth!!! She'd make some awesome tv spots that's for darn sure!!!!
    They would be amazing. Her videos are great. She could simply take those and make TV commercials out of them.

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    Quote Originally Posted by ethelu View Post
    I don't know why she doesn't.
    They probably donít run tv commercial spots because maybe that isnít where Carrie wants to put her focus.If anything,as a marketing minor in college & as an observer,word of mouth is more powerful than social media is when it comes to advertising a brand.Its a great vehicle for it,but it isnít the only way for Carrie & Calia to get the word out about the brand.Someone that us d to work at the apartment complex I live at right now saw how cute my Calia clothes were & I gave her the information about the Calia website & the Dicks website so she could have a look at the clothes to see if they would work for her.Word of mouth is still the most reliable form of advertising there is because the word gets out there faster & then people can go look at it for themselves.I think word of mouth & social media & Carrie wearing the clothes are three of Carrieís best bets when it comes to advertising for Calia,not everyone watches TV so if people donít watch TV,they would never see the Calia ads if they aired on TV.

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    It would be so super easy to turn those videos into TV spots. They are already done so well. Calia would get so much more exposure that way since obviously many more people watch tv than follow Carrie or Calia on social media.
    liz278, ethelu and rainbow1 like this.
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    Quote Originally Posted by ethelu View Post
    I don't know why she doesn't.
    I meant why doesn't Dick's air commercials for the brand. Calia is a small line and commercials are very expensive.
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    Carrie Underwood: Not Your Typical Athleisure Celeb with Her Calia Line | Fortune - a year and a half ago, Calia was #3 women's, so it's truly growing!
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    Quote Originally Posted by maddkat View Post
    I meant why doesn't Dick's air commercials for the brand. Calia is a small line and commercials are very expensive.
    Oh, sure. I wasn't really thinking any further than that there should be Calia commercials on TV.
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    Quote Originally Posted by tgbrinker View Post
    Carrie Underwood: Not Your Typical Athleisure Celeb with Her Calia Line | Fortune - a year and a half ago, Calia was #3 women's, so it's truly growing!

    Thats absolutely fabulous! So proud of Carrie!

  • #13
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    Quote Originally Posted by ethelu View Post
    They would be amazing. Her videos are great. She could simply take those and make TV commercials out of them.
    Itís all about return on investment. Commercials are expensive. Itís not just about making the commercial but paying for the airtime. It would seem they donít feel the need to make that investment to drive sales.
    rainbow1 likes this.


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