Sports and Fashion Nike Change Female Sportswear Raiders

Nike Inc. has been lacking in the female sportswear market for many years. Now the company has begun to open up the market for women's products.

Designers believe that many women do not like to always change clothes, they want to wear sportswear, both exercise and go out to friends. Now, Nike designers began to design a series of new sportswear for women that can be worn outside the gym. Nike plans to use this consumer group as the core of its current product and marketing strategy to seize the women's sportswear market.

Nike Change Advertising Positioning

Nike has mailed a new Nikowomen clothing catalog to 600,000 households, and has also set up a dedicated website, nikewomen.com, to promote the new apparel line.

On the 19th of this month, the eighth Nikoveome store in the United States will be opened in Westchester County, New York. It plans to add four stores before mid-2006, and the opening of overseas stores is also brewing.

According to Darcy Winslow, Nike's women's general manager, many women want to wear sportswear outside of the gym just like men.

For the past 30 years or so, Nike has always been a sports star as a brand spokesperson, but male consumers may be bewitched by advertisements like “Jordan,” but such heroic ad campaigns are difficult to attract women’s consumption. By. Over the past five years, Nike has gradually adjusted its female market strategy. In 2000, Nike began to make women's shoes according to women's feet. Before that, Nike's model of women's shoes was simply smaller than men's. Then, Nike began to try to add more stylish colors and designs to women's sportswear. Of course, they must be beautiful, but they must also be rich in Nike's unique sense of movement. According to company sources, Nike’s new president and CEO, William D. Perez, is extremely interested in the Nikeomen fashion line and is well aware of the importance of female consumers.

Adidas thought of Nike also thought of

As apparel became increasingly important in Nike's sales business, Nike began adding Nikewomen fashion lines. However, women’s sportswear is not a Nike family. Adidas Salomon has recently signed a contract with the famous fashion designer Stella McCartney to design a set of sportswear suitable for street wear. Many sportswear manufacturers have begun to unite sports, fashion and entertainment. For example, Reebok Interna- tional has just invited a little girl star Christina Ricci to model it.

Senior sportswear industry analyst John J. Shanley (John J.Shanley) said that in the fashionable women's clothing market, in fact, many small manufacturers have already overcome Nike. "Compared with Adidas and Reebok, Nike's own tradition makes its transition more difficult. Most consumers and retailers think that Nike's expression is performance and sports."

At present, Nike is also actively expanding its traditional product positioning border between sports and health. Earlier this year, Nike collaborated with the famous dance instructor Jamie King to develop the new Rockstar sportswear. Kim is the dance coach for Madonna, Britney Spears, and Jennifer Lopez. He said that ladies can Wearing this dance outfit goes directly to the clubhouse from the gym.