Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Retail Marketing.

Description: Today, their start-up Aurora Tights says it’s the country’s most inclusive hosiery brand, designing tights for hundreds of figure skaters, dancers, cheerleaders and gymnasts. That includes Team USA pairs skater Ashley Cain-Gribble, who is competing in the 2022 Winter Olympic Games in Beijing.


Date: Feb 17, 2022


Questions for discussion:

  • What niche is the company catering to?
  • How can the brand expand?
  • How would you use endorsements as a promotional strategy?