Could a famously masculine company finally click with female customers? That was the challenge behind Nike Goddess, whose goal was to change how the company designed for, sold to and communicated with women.
In its 30-year history, Nike ahs become the undisputed leader in sports marketing, but beneath the success was an Achilles’ heel. Nike is named after a woman – the Greek goddess of victory- but for most of history, the company had been perceived as being mostly about men.
Could nike do more to realize the full potential of female costumers? And how could it afford not to, given the threats to future with Air Jordan running out of air and brands like skechers digging into the teen market with shoes inspired by skateboarding, not basketball. That was the huge question at Nike HQ. the launch of Nike Goddess was the makings of an answer.
Just doing it differently
For much of its story, Nike’s destiny was controlled by its founders, Phil Knight and his running buddies, who signed up athletes in locker rooms and made the executive decisions. But by throwing together a diverse team of people with different backgrounds and different levels of seniority, Nike has found tahat it can keep many of its core attributes while adding bew sources of inspiration.
Take the combination of star designer John Hoke and newcomer Mindy Grossman, vice president of global apparel. Hake designed the look and feel of the first Nike Goddess store. Then, Grossma, whose career has included helping make Ralph Lauren into a retail icon, pitched the design ideas to Nike’s top retailers as stores. Now it looka like Nike has a chance to reach a crucial objective: double its sales to women by the end of the decade.
How to Sell to Women
Nike Goddess began as a concept for a women-only store, and there’s a reason why. Many of the retail setting in which jthe company’s products were found were a turnoff to female costumers: dark, loud, and harsh – in a word, male. In sharp contrast, the Nike Goddess stroes have the comforting feel of a woman’s own home.
How to design for Women
Designing a new approach to retail was only one element in Nike’s campaign. Another was redesigning the shoes and clothes themselves. Nike’s footwear designers worked on 18-month production cycles- which made it hard to stay in step with the new styles and colours for women. The apparel group, which worked around 12 month cycles, was better at keeping up with fashion trends, but that meant that the clothes weren’t co-ordinated wth the shoes- a big turnoff for women.
How to Talk to Women
When Jackie Thomas, Nike’s US brand marketing director for women, first heard the phrase “Nike goddess” she wasn’t impressd. ‘I don’t like talking it women through gender,’ she says. Nike Goddess had to mean something to women and it was her job to make that happen.’Women don’t need anybody's permission. We are at our best when are showing women a place where they didn’t think they could be. ’For John Hoke, the real power of Nike Goddess is not about traffic at stores. It’s about changing minds inside the company. ‘ I knew that Goddess could galvanise us, ‘he sayas,’it was an opportunity to redefine re-energise our entire brand around a market that was taking off.
Pitch sales argument
Turnoff demotivating factor
Galvanise shock into finding a solution
3. Read the text again. Who was responsible for the following
1. Nike being seen as a male brand.
2. taking market share away from Nike
3. creating a new style of Nike retaile outlet.
4. persuading Nike retailers to accept the Nike Goddess concept 5. putting sports celebrities under contract
6. communicating more effectively with women.
Replace the italicised words with one that has a similar meaning.
1. Nike destiny was controlled by its founders…