In both quarters, the company reported double-digit growth internationally and in Nike Direct, as well as “strong momentum” in North America, its premier market. In fourth quarter 2018 Nike brand revenues grew 9% on a currency-neutral basis, followed by a 10% increase in first quarter 2019. With a little over a year of executing on the Triple Double Strategy, the results are starting to show. And of course, the company’s own Nike Direct retail platform, both online and offline, is where it can deliver all those at the highest level. That means Nike could potentially edit out a massive number of distribution partners from its current slate of 30,000 retailers to focus primarily on only 40 that offer superior customer experiences, quality service and storytelling that differentiates the brand. And it also includes streamlining distribution to only those that deliver the fastest, most profitable growth. In “Just Do It” fashion, Nike recognized it must “edit to amplify” growth, so it is putting 25% fewer styles into the market to make space in order to amplify sales. It means we can amplify our brand message into a global conversation.” And in footwear, we hold the #1 market share in all markets and all major categories. We’re the largest athletic apparel brand at $9.6 billion. Michael Spillane, Nike president of products and categories, said at the company’s October 2017 Investor Day presentation, “We’re the largest footwear brand at $21 billion.
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