Nike’s GoddessCould a famously masc

Nike’s Goddess
Could a famously masculine company finally click with female customers? That was the challenge behind Nike Goddess, whose goal was to change how the company designed for, sold, and communicated with women.
In its 30-year history, Nike had become the undisputed leader in sports marketing. But beneath the success was an Achilles’ heel. Nike is named after a woman – the Greek Goddess of victory – but for most of its history, the company had been perceived as being mostly about men.
Could Nike do more to realize the full potential of female customers? And how could it afford not to, given the threats to its future with Air Jordan running out of air and brands like Skechers digging into the teen market with shoes inspired by skateboarding, not basketball. That was the huge question at Nike HQ. The launch of Nike Goddess was the makings of an answer.
Just Doing It Differently
For much of its history, Nike’s destiny was controlled by its founders, Phil Knight and his running buddies, who signed up athletes in locker rooms and made the executive decisions. But by throwing together a diverse team of people with different backgrounds and different levels of seniority, Nike has found that it can keep many of its core attributes while adding new sources of inspiration.
Take the combination of star designer John Hoke and newcomer Mindy Grossman, vice president of global apparel. Hoke designed the look and feel of the first Nike Goddess store. Then Grossman, whose career has included helping make Ralph Lauren into a retail icon, pitched1 the design ideas to Nike’stop retailers as stores within stores. Now it looks like Nike has a chance to reach a crucial objective: double its sales to women by the end of the decade.
How to Sell to Women
Nike Goddess began as a concept for a women-only store, and there’s a reason why. Many of the retail settings in which the company’s products were found were a turnoff to female customers: dark, loud, and harsh – in a word, male. In sharp contrast, the Nike Goddess stores have the comforting feel of a woman’s own home.
How to Design for Women
Designing a new approach to retail was only one element inNike’s campaign. Another was redesigning the shoes and clothes themselves. Nike’s footwear designers worked on 18-month production cycles – which made it hard to stay in step with the new styles and colors for women. The apparel group, which worked around 12-month cycles, was better at keeping up with fashion trends. But that meant that the clothes weren’t co-ordinated with the shoes – a big turnoff 2 for women.
How to Talk to Women
When Jackie Thomas, Nike’s US brand marketing director for women, first heard the phrase ‘Nike goddess,’ she wasn’t impressed. ‘I don’t like talking to women through gender,’ she says. Nike Goddess had to mean something to women and it was her job to make that happen. ‘Women don’t need anybody’s permission. We are at our best when we are showing women a place where they didn’t think they could be.’ For John Hoke, the real power of Nike Goddess is not about traffic at stores. It’s about changing minds inside the company. ‘I knew that Goddess could galvanise3 us,’ he says, ‘It was an opportunity to redefine and re-energise our entire brand around a market that was taking off.’

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Nike’s GoddessCould a famously masculine company finally click with female customers? That was the challenge behind Nike Goddess, whose goal was to change how the company designed for, sold, and communicated with women.In its 30-year history, Nike had become the undisputed leader in sports marketing. But beneath the success was an Achilles’ heel. Nike is named after a woman – the Greek Goddess of victory – but for most of its history, the company had been perceived as being mostly about men.Could Nike do more to realize the full potential of female customers? And how could it afford not to, given the threats to its future with Air Jordan running out of air and brands like Skechers digging into the teen market with shoes inspired by skateboarding, not basketball. That was the huge question at Nike HQ. The launch of Nike Goddess was the makings of an answer.Just Doing It DifferentlyFor much of its history, Nike’s destiny was controlled by its founders, Phil Knight and his running buddies, who signed up athletes in locker rooms and made the executive decisions. But by throwing together a diverse team of people with different backgrounds and different levels of seniority, Nike has found that it can keep many of its core attributes while adding new sources of inspiration.Mengambil kombinasi bintang desain John Hoke dan pendatang baru Grossman Mindy, vice president dari pakaian global. Hoke dirancang dengan tampilan dan nuansa dari toko Dewi Nike pertama. Kemudian Grossman, karir yang sudah termasuk membantu membuat Ralph Lauren menjadi ikon eceran, pitched1 ide-ide desain untuk pengecer Nike'stop sebagai toko dalam toko. Sekarang kelihatannya seperti Nike memiliki kesempatan untuk mencapai tujuan yang penting: ganda penjualan untuk perempuan pada akhir dekade.Bagaimana menjual untuk wanitaDewi Nike mulai sebagai konsep untuk hanya perempuan-toko, dan ada alasan mengapa. Banyak pengaturan eceran produk perusahaan yang ditemukan adalah turnoff untuk wanita pelanggan: gelap, keras, dan keras – dalam satu kata, laki-laki. Dalam kontras yang tajam, Dewi Nike toko memiliki nuansa menghibur wanita sendiri rumah.Bagaimana desain untuk wanitaMerancang sebuah pendekatan baru untuk ritel adalah hanya satu elemen inNike kampanye. Lain adalah mendesain ulang sepatu dan pakaian sendiri. Nike sepatu desainer bekerja pada siklus produksi 18-bulan-yang membuatnya sulit untuk tetap pada langkah dengan gaya baru dan warna untuk perempuan. Pakaian group, yang bekerja di sekitar 12 bulan siklus, adalah lebih baik menjaga dengan tren fashion. Tetapi itu berarti bahwa pakaian yang tidak terencana dengan sepatu – turnoff besar 2 untuk wanita.Bagaimana berbicara dengan wanitaKetika Jackie Thomas, Nike US merek Direktur Pemasaran untuk perempuan, pertama kali mendengar ungkapan 'Nike Dewi', dia tidak terkesan. 'Saya tidak suka berbicara dengan wanita melalui gender,' katanya. Dewi Nike harus berarti sesuatu kepada perempuan dan itu adalah pekerjaan untuk membuat itu terjadi. ' Perempuan tidak memerlukan izin siapa pun. Kami ketika kami terbaik kita menunjukkan wanita sebuah tempat di mana mereka tidak berpikir mereka bisa.' Bagi John Hoke, kekuatan yang sesungguhnya dari dewi Nike bukanlah tentang lalu lintas di toko-toko. It's tentang perubahan pikiran di dalam perusahaan. 'Saya tahu bahwa Dewi bisa galvanise3 kita,' katanya, 'itu adalah kesempatan untuk mendefinisikan kembali dan membangkitkan kembali energi merek kami seluruh di sekitar pasar yang mengambil off.'