Fashion & Brand Promotion
Ashleigh Willer
NIKE
NIKE'S HISTORY
S.W.O.T ANALYSIS
BRAND PROMOTION
Nike is one of the biggest advertisers in their market, and is one of the most influential sportswear brands. They top the polls for both trust and quality, showing that their names inspire confidence from consumers. “Nike had the highest spend on advertising in 2010 and combined contributed 65% of the total. Although Nike has significantly increased its expenditure on advertising 2009 levels, its 2010 spend of £4.0 million in 2010 is still 27% less than in 2006” – Mintel. Nike’s persistent media campaigns are very effective as it is backed up with new products and the immersive brand offered in their concept stores. By guaranteeing that there is always something new and appealing to offer consumers they will always loyal shoppers. Nike is seen as the most dynamic brand in its market. Nike uses many strategies to interact and attract consumers through ATL and BTL promotion; they do a lot of outdoor promotions making use of billboards, adshels, buses and taxis as well as TV and online ads and features in magazines. They have several apps available in terms of sports. Nike uses a lot of social media as well like Facebook, Twitter, Instagram, Google+ and YouTube along with a number of Blogs with a significant amount of followers and likes, Nike is constantly advertising there brand across all social networking sites.
Nike Inc originally known as Blue Ribbon Sports was founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. In 1964, the first year in business, BRS sold 1300 pairs of Japanese running shoes earning $8,000, by 1965 the company had to get full-time employees and sales had reached $20,000. A year later the company went on to open their first retail store located in California, from 1967 BRS expanded due to major increase in sales. BRS officially became Nike Inc on 30th May 1971. They then prepared to launch their own line of footwear, which would endure the ‘Swoosh’. The ’Swoosh’ was debuted in 1972 in time for the U.S Track & Field Trials.
>Strengths - They are the World’s leading brand for sports shoes and apparel and have been recognised three times by fortune magazines on “100 best companies to work for”. They are listed among 50 most innovative corporate. Nike differentiates by making innovative products which has global recognition with an effective business relationship worldwide. Nike has launched many other products in collaboration with companies from different markets like music and watches. Nike is leading top of the mind brand with excellent innovative advertising and branding. Nike has exclusive shops all over the world apart from availability through multi-brand retail stores. They associate themself with leading international sports teams, players and events.
>Weaknesses - In Vietnam the company is faced with allegations of labour and wage laws with employees, and Cambodia and Pakistan there have been allegations for child labour and poor working conditions.
>Opportunities - There can be product expansion in areas like more concentration in sunglasses; sportswear etc. which can give high profit. They could enhance brand visibility by opening sports academies across the world for nurturing talent.
>Threats - The footwear market is so competitive; there is major competition from other brands. There are fake imitations and replicas which often causes problems for the brand. Other brands could make changes come up with new techniques and designs better than Nike.
WHAT DO THEY DO?
Nike Inc is an American international company that is engaged in the design, development and worldwide marketing and selling footwear, apparel, equipment, accessories and services. Their clothes and shows cover a massive range of sports and have sponsorship deals to reflect these expansive product ranges. Nike’s positive brand images stem from a fresh, modern approach to marketing and continual improvement. Nike has a strong reputation, but it is their ability to associate with the consumer, showing personality and boosting confidence that defines the brand.
Nike has a wide range of different types and styles of lifestyle footwear for both men and women, and are always releasing new lines exceeding the expectations from there consumers and always have something new to offer. Nike is favoured mostly by 16-24years old, attracting men, women and young teens from an urban upper/middle class.
