The Impact Of Consumer Lifestyles In Russia

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

Nike may be typically known for focusing a lot of gear solely on athletes; yet, it is not just for them. Nike’s objective

The American economy took a turn for the worst in 2007. Known as the “Great Recession,” the American economic recession entered into a recession in December 2007. The recession came after a large expansion in housing construction, home prices, and housing credit which began in the 1990s (Weinberg, 2013). The recession was large enough to impact all aspects of the American economy. The United States’ GDP dropped by 4.3% and the unemployment rate rose to 10% (Weinberg, 2013). Like most industries during the “Great Recession,” the sport business industry was affected. However, the effects on the sport business industry are far less severe than the effects on the other industries.

Have you ever seen someone wearing a very rare pair of shoes that you have never seen before? Have you ever wondered how they got these shoes and how much they cost? Believe it or not Nike’s Air Jordan line of shoes has been at the forefront of a decade-long sneaker craze, which has grown so much it has become its own stock market. Jordan’s have been popular for many years and it is shown throughout pop culture, the increase in price and demand, the resale market that has skyrocketed in the last five years, and the history behind the shoe that made them so popular. Jordan’s are very well advertised through several popular outlets.

Economic: Being a non-necessity, luxury brand, companies took a hit during the economic downturn. Between 2006 and 2010, poor economic conditions created a .6% decline in industry sales. When customers have less discretionary income to spend, they are less likely to spend money on luxury products.

Athletic Supreme is now ready to carry the team to victory by expanding its inventory to include a sportswear product line providing its customers with “one-stop” shopping opportunities saving time and effort with selecting and designing team sports apparel by delivering a relevant product assortment creating an engaging environment and the ultimate customer experience. Hayes and Venkatraman (2015) mentions that sportswear and other performance apparel fill a specific niche market and permeate all aspects of the fashion business providing challenges and opportunities for companies operating in the market. In competitive sports, the implication of the performance of sportswear can often be the difference between winning and

Breaking into the fashion industry can be a big challenge. There are several challenges that can be faced with launching Star Athletics. How will the brand be perceived, customers know Starbucks for it’s delicious coffee. Will moving into the already crowded athletic apparel industry affect consumers because there are already other quality and well known lines already on the market? Will consumers see the difference in choosing Starr Athletics clothing over the athletic wear they can find at their local Wal-Mart? How will the brand help boost immediate sales?

6). This strategy is a major component of Nike’s business strategic level plan. In applying this strategy, Nike has attained a great deal of consumer insight, which it uses to offer uniquely designed premium products to the athletes. Still on product differentiation, Nike focuses more on research and development at a greater level. These unique features to Nike, have transformed the competition levels in this competitive industry, leading to a trend of a paradigm shift in the market. Most consumers opt for Nike branded sports products and apparels, at the expense of the other brand names.

Past Corporate Performance Indexes (2009-2010)    Strategic Posture    Mission – “To make all athletes better through passion, science, and the relentless pursuit of innovation” Objectives – Become “The athletic brand of this generation. And Next.” Current Strategies     Decline in footwear sales by 4.5% Increase in apparel sales by 32.3% & Accessories by 28% Offensive tactics Outsourcing to lower manufacturing costs Competitive pricing. Current Polices   Never too small to take on industry leaders Full retail pricing,

Consumers are adopting sportswear at an astounding rate with the rise in health, lifestyle, and fitness trends recognized and accepted by many people today. Consequently, Athletics Supreme targets active lifestyle enthusiasts interested in a new and affordable clothing line that will continue to develop through the popularity of mainstream professional sports and the expansion of active lifestyle behaviors translating into emphasized support for youth athletic

Over the past twenty-five years we have had to reinvent ourselves many times. The first surge was with the Waffle Trainer and the running craze. When that slowed, we thought we ran out of market. We had another surge with basketball behind Michael Jordan, and cross-training with Bo Jackson. Then again, we Thought our growth was dead. Another surge came in 1995, when Nike became fashionable and athletic urban wear became king. But,that too ended in early 2008, as did the health of the Asian economy. There we were, with an over-extended brand. Each time we reinvented our company. In 1995, when we reached $3 billion in sales, we said $5 billion was the absolute limit. Three years later we were closing in on $10 billion. Each time we did succeed it was due, in part, to

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed

Sportswear has become the popular trend of fashion: The popular trend for teenagers and adults. Sportswear has been promoted over time by sports players such as basketball, baseball and football players as well as Olympic Gold Medal Winners. The era of sportswear has grown significantly and businesses have noticed the need for change from sports fans and spectators. Businesses began to realize that growth and profits can be made in selling sportswear. Lately, it seems as though sportswear fashion is worn on a daily basis by many individuals other then sports figures. This style has simply transferred into a type of "fashion style". However, even though businesses realize the popularity and profits of sportswear, it is still the question of

Competition is very fierce due to the number of companies competing for sales. Lots of money goes to marketing and promotions using various channels to reach the young demographic group of consumers who spend the most money on Nike’s products. Growth is slowing down in the athletic footwear industry. But new markets are emerging with high growth rates. These markets include extreme sports market and the corporate merchandise market.

The athletic footwear industry consists of shoes for a variety of uses. Running, walking, aerobic, hiking, biking, gym, and shoes for various sports are considered athletic footwear. The athletic footwear forecasted to grow at a CAGR of 2.1% between 2016 and 2022. The demand for athletic footwear will continue to increase over the next seven years. This demand is fueled by the change in populations around the world. The increase in urbanization will continue to increase the demand for athletic footwear.