GROUP 2

Athletic Wear

NIKEWOMEN’S ATHLETIC WEAR

WOMEN 18 YEARS AND OLDERCURRENTLY IN COLLEGE

GENERATION YBABY BOOMERS

Product Category information

research

Simmons data reveals that Nike is consistently the leader among athletic wear purchases and usage in comparison to other athletic brands Adidas, Asics, New Balance, Under Armour, Reebok

and Puma

Focus group participants admitted that their older siblings or parents influence their decisions to buy the Nike brand athletic wear

Consumer analysis

•Super social

•Questionable with a credit card

•Reliant on parents for money

•Will spend money they do not have

•Brand loyal

•Will recommend Nike to friends

•Highly active in academics, organizations and the community

•Spend time watching TV, going to movies, facebook creeping and other social media sites

OUR TARGET:WOMEN IN

GENERATION Y

•GENERATION Y WAS LARGELY SHAPED BY TECHNOLOGY AND INSTANT FORMS OF COMMUNICATION•FOCUS GROUPS REVEALED WOMEN IN COLLEGE HAVE NOT STARTED THEIR CAREER NOR HAVE A PERMANENT JOB THAT THEY HAVE ISSUES WITH NIKE’S HIGH COST OF ATHLETIC WEAR• DESPITE THE HIGH COST OF NIKE BRAND ATHLETIC WEAR, THIS DOES NOT STOP THESE WOMEN FROM CONTINUING TO PURCHASE THEIR WANTED PRODUCTS. IN FOCUS GROUPS•A FEW PARTICIPANTS MENTIONED HOW THEY ENJOY THE FACT THAT NIKE CAN BE WORN THROUGHOUT THEIR ENTIRE DAY.• THEY FALL ASLEEP IN THE COMFY AND WELL-MADE NIKE ATHLETIC WEAR AND CONTINUE TO WEAR IT IN CLASS, AT THE GYM, AND BACK TO SLEEP AGAIN. •PARTICIPANTS ALSO MENTIONED NIKE ATHLETIC WEAR HAS BEEN SEEN AS A WAY TO MAKE A PERSONAL STATEMENT AND A METHOD OF EXPRESSION. •NIKE DOES THIS BY MAKING A PURCHASE OF THEIR PRODUCT ALWAYS AN EXCITING EXPERIENCE. •PURCHASERS CAN CHOOSE DIFFERENT AND UNIQUE COLOR COMBINATIONS THAT ARE SPECIFIC TO YOUR WANTS OR PREFERENCES. •MANY OF THE FOCUS GROUP PARTICIPANTS MENTIONED ENJOYING FINDING NEW COLORS AND WEARING THE BRIGHT AND ECCENTRIC COLORS THAT NIKE OFFERS FOR THEIR PRODUCTS.

Why Generation Y

Baby boomers

NECESSARY TO FOCUS ON THE TARGET MARKET MEN AND WOMEN IN THE

BABY BOOMER GENERATION BECAUSE THEY STILL INFLUENCE THEIR

CHILDREN WHO ARE CURRENTLY IN COLLEGE.

MANY PARENTS SUPPORT THEIR CHILDREN FINANCIALLY IN COLLEGE; THEREFORE, THEY HAVE PURCHASING

POWER

Perceptions of Nike

Gen Y perceive the Nike brand as trustworthy, high-quality and high-priced.

When they think of Nike and associate the brand with celebrities they think of Jennifer Aniston and Cameron Diaz.

The underlying message is Nike has a good reputation when associated with women.

Therefore, women who wear Nike would like to be perceived with high class and are in desirable athletic shape.

College women between the ages of 18 and 22 are highly aware of the Nike brand since they have been exposed to the Nike brand since a young age.

College women have been wearing Nike athletic wear since elementary school or younger. Their parents clothed them in Nike jackets, pants, as well as shoes. The highly identifiable Nike symbol of the Swoosh and the” Just Do It” tagline is inspirational to college women. While they are aspiring for a higher degree education, they want to be wearing Nike athletic wear that encourages them to set goals and accomplish great things.

GIVEAWAYS AND EVENTS ON COLLEGE CAMPUSES IN THE SOUTHERN U.S. WHERE THEY HAVE IMMENSE BRAND FOLLOWERS

THE LOOK AND STYLE OF NIKE PRODUCTS IS THEIR BIGGEST ASSET

NIKE’S PERSONA AND BRAND IDENTITY IS MONSTROUS IN THE CONSUMERS’ MIND AND NIKE HAS NO NEED TO PROMOTE BRAND AWARENESS.

THEY NEED TO BE SPECIFIC BECAUSE THE TREND IS VERY SPECIFIC.

recommendations

barriers

•The most prominent barrier regarding Nike athletic wear is its cost. Especially among the college-aged women who participated in the focus groups, many agreed that they either wait until a parent could go shopping with them so that they would pay for their Nike wear or when they do pay for Nike products with their own money, they tend to purchase only one or two products at a time.

• When it comes to similar category advertising, most athletic wear brands’ advertisements are extremely similar.

•The majority of commercials show either a professional athlete or someone who is athletic-looking or in good physical shape using or wearing the brand’s product in some way.

•Although all of these advertisements are very similar in look and idea, Nike still stands out among the rest. The Nike slogan “Just Do It” and trademark Swoosh are unforgettable and undeniable in ads, and always sets the brand apart from others.

Nike is cool

People who wear Nike are affluent, healthy, and trendy.

Nike products are made for everybody.

Although we narrowed our demographic down to college-aged women, we know through research that their dominance transcends age and gender.

The interesting this is that Nike trends are almost unspoken. We asked each of our focus groups why they choose to wear Nike and all participants had a difficult time of explaining why except for that “it’s just the way it is.”

From this observation, it can be assumed that anything Nike produces has a huge chance to become a trend if for no other explainable reason than simply because it is Nike.