Posted on March 3, 2010.
NM Will find his feminine side, as Nike has finally done? For Nike, The New York Times, women consumers, particularly those that combine workouts to see friends after (and looking good), are "the heart of the new organization, products and strategy Marketing aimed at finding ways to capture women's sportswear market after years of failures .. "
The company began mailing catalogs for women's clothing line, called Nikewoman, and has also started to reorganize the website nikewomen.com ... next week, the Company will open a store in the Westchester Country Nikewomen, NY, and plans to open four new stores in the U.S. ...
In the past, like most businesses, sports, Nike has developed the traditional male sports stars sale by binding to brands. "But while men may want to" Be like Mike ", the newspaper said," women consumers say they are less attracted by the sale of land around hero worship, despite the growth of women's sports and expensive contracts for athletes like Mia Hamm, and Serena Williams. "
So to meet women there, over the past five years, Nike has slowly seen how it looks on the women's market. "
Did you know that "it was not until 2000 that the company manufactured women's shoes using molds made from women's feet ."?!?
"Previously, reports NYTiimes," he simply used a small pan human foot, which is a different shape in the heel and sole of the foot. "After changing the mold, the company also" has begun add more color in fashion and designs her clothes ... " In 2004, because of these changes, clothing sales have increased three times more than the overall sales of shoes, reports the paper.
You get the idea.
In our field, we always try to push men "mold" of the language and style on the (mostly women) in the field. There have, for example, books "Marketing to Women" on gender differences and the many businesses across the United States, which change their selling methods to finally connect with the women, who now represent 51% of the population.
Move on women and requires specific language and style for them, like Nike shoes learned. Does the male mold will not. Nike has failed for years with women until they realized that.
The huge drop in rates, we have "failed", shows us that this is obviously not enough to try to block the male mold of the language and style approach to women 80%. We are still women like Nike is (how long will they keep coming and hoping?) And almost all of them drop out.
Do you think it might be a connection between this and the trainers are not adjusting the "old" marketing strategies and language to talk to women 80% in our area?
