Nike is an American company founded in 1972. It is a limited company, whose slogan is "Just Do It." It is involved in the business of sports equipment and its major competitors are Adidas, Puma, Le Coq Sportif, which sell other brands of sports equipment.
It should be noted that Nike is an American company specializing in shoes, clothing and sports equipment. The name is inspired by the Greek goddess Athena Nike, who is represented as a winged deity, able to move at high speed, and is a symbol of victory (a famous representation of Athena Nike, the Winged Victory, is on display at the Louvre).
It was assured of the fame by a simple logo that was quickly recognizable: the "Swoosh", a comma, placed upside down and sideways. It was created by Carolyn Davidson in 1972 as the wing of the goddess Nike. The headquarters of Nike is located in Beaverton, Oregon. Nike makes 56% of its foreign sales.
On analysis, we could see that it wanted to satisfy and meet the needs of its consumers, targeting the needs perfectly and putting a special marketing strategy so that all customers will be satisfied. To this extent Nike created Nike Women in 2004 because it was necessary to take account of fashion and sport for women. It combined work with pleasure and benefited from the growth potential of the entry of "new" consumers. Nike created this entity called Nike Women.
We wonder what opportunities does the industry offer for women's sportswear and what are the benefits that the brand Nike Women could draw? To address this problem, we try to explain the opportunities and threats in this market, while defining the strengths and weaknesses of women's sportswear market. Then, in the second part, we will discuss the strategic marketing analysis that Nike must apply.
Nike Women as its name suggests is a brand that is aimed primarily at women, it was created to differentiate the marketing of Nike to meet the needs of all consumers. Nike wanted to differentiate its offering in the same way as it did for the kids sportswear, and here we are interested primarily those of women with Nike Women, and that the sole purpose of establishing a better relationship with the customer . This strategy allows Nike Women have a strong position in the segment of sports clothing designed for women and it might even allow him to position itself as market leader.
"Women are new consumers of sport." It is no longer a hypothesis but already a reality perceptible. Indeed, the cults of sports brands are playing the card of sport-fashion in recent years. Today, the interconnection between fashion and sport is experiencing another development, a growing number of brands with collections focused specifically on women. Nike is the entity that creates Nike Women.
Thus, brands have realized the growth potential to enter the market for consumers. "Between 1999 and 2004, it is women who have already boosted the growing market for sneakers with growth in sales volumes up 23 against 15 for men over the same period," according to Alain Miran, director Art Studio of Caesar, Parisian design firm that has developed an expertise in sport mode and does not hesitate to use the term "dream team" to define the interconnection between "fashion, sports and women" who blew a new air on the sports market.
Nike France currently generates one third of its turnover with the woman; woman's share of sales in footwear, clothing and accessories has doubled in 5 years. The ultimate goal of the brand is to achieve "parity of sales by 50%, hence the creation of the entity Nike Women.
Tags: Nike; Nike Women; women as consumers of sport
[...] Therefore, in the case of Nikewomen it was preferable to use differentiated marketing. First of all because we have a market which is referred to as heterogeneous, we have product differentiation, and finally the brand faces undifferentiated competitors. The positioning Nikewomen built self-transcendence around its position. Everyone is capable of becoming an "athlete" .The brand was able to prevail, particularly through its advertising campaigns featuring popular sports, such as Serena Williams, Sofia Boutella etc .Finally, compared to other brands, Nikewomen offers products that do not compete, especially with the Air Max, or with proprietary products of its subsidiary Converse, like Straw, which was released for the holiday season. [...]
[...] We therefore categorize them into the following segments: • 15-25 year olds: These customers are looking for products developed in varied designs, with colorful and even fluorescent material, which fits close to the body, and is sometimes transparent. They will tend to dress in these clothes every day. • The 25-40 year olds: These customers are looking for simple but "fashionable" products. They give priority to products with a basic but elegant design. They prefer fine sneakers, approaching the style of the shoe. They like clothes that are reserved, and must be comfortable for playing. [...]
[...] Nikewomen is dedicated to women of all ages and styles, taking into account their wishes, expectations, and tastes. Thus a third of the sales are made to women. Weaknesses and threats of Nikewomen: Nikewomen faces many competitors, with the same precursors in innovations. The other brands follow very closely with new innovations. Nikewomen must constantly innovate, and other brands sometimes come to anticipate Nikewomen by developing products emphasizing femininity and differentiating their products so that women include them in everyday use. [...]
[...] It was created to differentiate the marketing of Nike to meet the needs of all consumers. Nike wanted to differentiate its offering in the same way as it did for the sportswear for children. It was primarily interested in its women clients with the creation of Nikewomen, and the sole purpose was establishing a better relationship with the customer. This strategy allows Nikewomen to have a strong position in the sportswear segment dedicated to women, and it might even allow it to position itself as market leader. [...]
[...] It should be noted that Nike is an American company specializing in shoes, clothing and sports equipment. The name is inspired by the Greek goddess Athena Nike, the winged deity, capable of moving at high speed, who is also a symbol of victory famous representation of Athena Nike, the Winged Victory of Samothrace, is on display in the Louvre). It assured its fame by a simple and quickly recognizable logo: the "Swoosh", a comma placed upside down and horizontally, which was created by Carolyn Davidson in 1972 to represent the wing of the goddess Nike. [...]
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