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Nike Brand Strategy

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SECTION ONE: ‘THE MUTED COLLECTION’

1.1 The Inspiration of the Collection
‘The Muted Collection’ forms a twelve-piece range created for Nike’s womenswear. This collection will be exclusive in five stores with an eight-week lifecycle all around the UK. The range is stimulated by the SS17 trends. There is an innovative blend with Nike’s core and fashion pieces therefore it appeals to a new market segment for its distinctiveness of fashionability. The main objective of Nike is to sustain their core values by sustaining performance and quality within the apparel and meet the sustainability standards with the sourcing of the fabrics. The inspiration behind the collection is featured on the basis of the prospect styles and colors. (Section 3: Range Plan Theme)

SECTION TWO: ‘THE CLIENTLE’

2.1 Nike and Adidas Consumer and Buying Behaviour
Nike’s regular customer base is quite diverse, at which it underlines three main categories: women, sports fanatics and young athletes. In addition, Nike predominantly aims towards women aged between 18-30 years. The buying behaviour is relatively dependent on the demographics of the clientele. Women in their late 20’s drive their purchases towards comfort rather than style. Whereas, Adidas’s clientele peeks among those aged around 16-24. (Mintel, …show more content…

In addition, it outlined the fashionability and colour mix of ‘Flash Pack’. Key choices were made after the analysis of the company, which inclined changes within the range plan. Initially, there was an addition of tights within the category mix due to the report analytics of Mintel (2015). A wider range of core basics and fashion apparel was implemented which also affected the fashionability mix within the range plan. Lastly, there was an alteration within the fabrics to ensure Nike sustains sustainable and ethical

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