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| What did you learn from the casual shoe failure? |
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Whether you’re talking about the core consumer or the person on the street, the principle Nike Free Run 2 Dames is the same: you have to come up with what the consumer wants, and you need a vehicle to understand it. To understand the rest of the pyramid, we do a lot of work at the grass-roots level. We go to amateur sports events and Nike Free Run 3 Dames spend time at gyms and tennis courts talking to people.
We make sure that the product is the same functionally whether it’s for Michael Jordan or Joe American Public. We don’t just say Michael Jordan is going to wear it so therefore Joe American Public is going to wear it. We have people who tell us what colors are going to be in for 1993, for instance, and we incorporate them.
Beyond that, we do some fairly typical kinds of market research, but lots of it—spending time in stores and Nike Air Max 1 Womens watching what happens across the counter, getting reports from dealers, doing focus groups, tracking responses to our ads. We just sort of factor all that information into the Asics Gel Lyte 5 Femme computer between the ears and come up with conclusions.
What did you learn from the casual shoe failure?
Understanding the consumer is just part of good marketing. You also have to understand the brand. That’s really the lesson we learned from casual shoes. That whole experience forced us to define what the Nike brand really meant, and it taught us the importance of focus. Without focus, the whole brand is at risk. Just because you have the best athletes in the world and a stripe everybody recognizes doesn’t mean you can take that trademark to the ends of the earth. The ends of the earth might be right off that ledge!
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| Beitrag vom 20.05.2016 - 09:09 |
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