Nike remains the globe’s sports apparel brand and famously known for its “Just Do It” slogan. It powerhouse abilities in marketing and the backing of some of the most influential pro athletes has seen the company rise even higher. Of recent dates, it is set its scores on courting recreational female persons in the athletic world. It has, for the sake of this, joined the crush of apparel marketers aiming at the buyers of the feminine athletic wear and moreover emphasized on the yet stylish fitness wear-trend identified as Athleisure. The Nike’s women product/service design process continues to dynamically change with a view of hitting the target market.
Burgelman, R. A. (2015) confirmed that the women’s wear business opportunity has become more lucrative than ever before. The business is growing at a rate of 20%; a figure doubles the degree of growth for men’s wear. As a result, the firm has raised revenue allocation for the new found love business opportunity. The process of attracting the female buyers has been a rigorous one. In a bid to attract more female buyers, most of the apparel sellers took the products which are made for men, and redesigned them into fitting wears and in a manner more stylish and colourful to the women. The company further encourages the women to share their experiences on social media ( Martin, 2014) .
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Currently, the company rolls out a sports bra that makes use of the Flywire technology. The technology was earlier used to design supportive shoe wear. It is used to develop supportive bra wear ( O'connor, 2014) . Also, promotion of Nike’s women race series which incorporates additional benefits for instance custom necklaces for the participating individuals. Further, the introduction of Nike+ Training club application has boosted the morale of a life via life fitness-based events organized by the Nike Trainers.
Conclusively, Nike is making lots of investments in its product promotion. Women’s sportswear currently trending and has grown by double digits. That necessitates an efficient design process to sail through in this line of engagement. Nike has constructively developed in this line of sale.
References
Burgelman, R. A. (2015). Complex Strategic Integration at Nike: Strategy Process and Strategy-as-Practice Combined.
O'connor, K. (2014). U.S. Patent No. D714,043 . Washington, DC: U.S. Patent and Trademark Office.
Martin, A. N. (2014). U.S. Patent No. D707,032 . Washington, DC: U.S. Patent and Trademark Office.
