When did we become a fashion company. I thought this company was founded on sports? The culture of sneakers was and I organic. We have forced "cool" on consumers and they are rejecting it. The day you take your consumer for granted is the day they leave you... I think that's how this goes.
4 replies (most recent on top)
Think "sports as a lifestyle." If Nike took this approach more seriously, it'd be in front of the 8-ball, not behind it. Look at Adidas, they're WAY higher in the "cool" factor with kids & young adults than Nike is. Nike's style is becoming dated and culturally irrelevant.
Nike has been a fashion company for the last 30+ years. This can't be a new realization.
Here's my 2 cents on the fashion part: if you are going to do fashion, at least do it right. Tech fleece dresses that are cut and fit so poorly that they look like cardboard boxes on a female body isn't fashionable. There's nothing that's bias cut or darted and the stuff that's supposed to be fashionable looks hideous and is ridiculously overpriced. Athileasure is a real thing and Nike is failing horribly at it.
I echo this: "poor choices made on real estate"... We had MANY major blunders on this, from the operations standpoint, these drops were simply unacceptable. DTC pays the bill - no heads rolled - shame!