Nike Renew Marketing Report

SUPPORTING DOCUMENT FOR FASHION MARKETING AWARD

RHIANNA MAYA POPAT UNIVERSITY OF WESTMINSTER

NIKE MARKETING REPORT 2019-2020

NTENTS 01.

THE IDEA

04.

p03 - p06

THE MACRO ENVIRONMENT

02.

05.

p07 - p13

p27 - p32

THE COMPANY

p18 - p26

THE COMPETITOR

03.

06.

p14 - p17

p33 - p34

THE MARKET

THE EVALUATION

07.

PRIMARY RESEARCH

p35 - p38

08.

THE GAP IN THE MARKET

p39 - p40

09.

THE MARKETING PLAN

p41 - p50

10.

13.

p51 - p59

p72 - p73

BRAND IDENTITY

THE CONCLUSION

11.

14.

p60 - p68

p74 - p80

MARKETING MIX

THE APPENDIX

12.

15.

p69 - p71

p81 - p83

SWOT ANALYSIS

REFERENCES

CONTEN

EXECUTIVE SUMMARY According to market research carried out

by WGSN, Brands which focus on minimising climate impact and waste, while maximising value are more likely to succeed.

With consumers moving towards making more conscious decisions, they constantly weighing up their wants versus their needs as they shift towards choosing better in the fast-emerging yet imperfect circular economy. To fit in with the changing consumer mindset, sneakers will need to respond to a ‘buying less but better’ design approach, and take current models of repair and after-care to a new level (WGSN, 2020).

Consumers are rejecting fast fashion and are urging brands to make a change in order to become more environmentally aware and reduce the impact the fashion industry is having on climate change. In recent years, Nike has been taking small steps to become 01

more circular in order to re-brand themselves as more sustainable. Given Nike’s previous reputation as being unethical and unsustainable, the company have placed all their efforts into removing themselves out of the negative spotlight. Today, Nike’s company strategies highlight their shift towards sustainability with their recent ‘Move to Zero’ goal. This is Nike’s journey towards zero carbon and zero waste, with a singular aim: Help protect the future of sports. As well as a continuation of Nike’s deep commitment to sustainability (Nike News, 2019). The company have set themselves many targets to reach their goal and do better. Additionally, with consumers heading towards a more sustainable direction, Nike’s ethos aligns with current consumer trends. However, the brand has done very little to promote their sustainable values to attract current consumer demand.

NIKE / EXECUTIVE SUMMARY

This can be seen through primary research carried out, as results revealed that only 10% of surveyors are aware of Nike Grind - a program which allows customers to bring in old shoes to be turned into grind material used for new clothing.

Thus, presenting Nike with the opportunity to promote their sustainable efforts more openly to attract the growing trend in conscious consumers.

According to Mintel, the most popular reason for purchasing new footwear (71%) was to replace old, worn-out items (Mintel, 2019).

Therefore, products which can be remade, reused or resold incentivise and educate people to be active in circular systems, and are more likely to be seen as desirable to consumers.

This presents Nike with the foundation to introduce a repair and renew service which allows customers to repair their Nike sneakers, while

providing the option to renew/rework their product in order to promote the longevity of their sneakers. To support the release of the new service, Nike will launch a campaign which focuses on educating consumers on how to look after their products to restore its quality. The campaign will also focus on promoting up-cycling products by renewing old sneakers through the service. This allows consumers to add a sense of personalisation to their product, as well as meets the needs of fast fashion, without the cost of the environment. Nike will be the first footwear brand in the UK market to launch this service, which sets them apart from their competitors and demonstrates their ability to innovate and respond to consumer demand. By introducing this new service, Nike will become one step closer to becoming more sustainable, as well as capitalise off this clear gap in the market.

02

01

IDEA

01

THE

IDEA

THE

IDEA

03

THE

JUST

NIKE / THE PROPOSAL

Renew it. Nike Renew is a brand new sneaker renewal service by Nike. The service allows consumers to repair their old sneakers, as well as renew their existing trainers through unique customisation. By introducing this new service, Nike have presented an opportunity for customers to buy into a project which in turn builds brand equity and enables Nike to profit from the products future earnings beyond the first point of purchase.

The campaign focuses on promoting the longevity of sneakers in order to maximise its value. Additionally, the campaign will provide information in order to educate customers on the proper care of their products. By providing this service, Nike will be the first footwear brand in the market to encourage consumers to repair & renew their shoes by restoring its value & purpose. As Nike is currently moving towards becoming more sustainable, Nike Renew perfectly aligns with the current brand ethos, in order to help Nike achieve its sustainable goal. The new service demonstrates Nike’s ability to innovate and understand consumer demand by creating a totally unique service which allows you to repair & .

RENEW

The extreme level of personalisation offered through the service also allows consumers to add a sense of value to their product, and own one of a kind Nike sneakers. With the growing demand for limited edition trainers amongst the sneakerhead culture, the service enables consumers to add their own personal touch which will redefine the value of sneakers. Nike currently offer a service called Nike Grind which allows consumers to recycle old products into new material. By Nike introducing Nike Renew it will enable consumers to renew existing products rather than the existing models of recycling which is commonly offered.

The campaign aesthetic pays homage to the origin of the sneakerhead culture which originated in the late ’80s. The culture is highly influenced by hip-pop & basketball which is what fuelled the success of the Nike Jordan 1’s - One of Nike’s most successful trainers. This particular sub-culture within society are loyal to Nike & see value in their products. It is because of the sneakerhead culture that Nike Renew will succeed as these consumers demand extreme rarity & personalisation which can be offered through the service. The campaign which has an underlying message of sustainability is particularly focused on educating consumers on how to take care of their sneakers correctly in order to promote its longevity. Nike Renew holds a sense of luxury as the service provided is of high quality & places emphasis on sneaker value & how to take care of

IT.

04

NIKE / THE PROPOSAL

EXISTING MARKET NEW MARKET

INCREASING RISK

INCREASING RISK

MARKET PENETRATION

MARKET DEVELOPMENT

PRODUCT DEVELOPMENT

DIVERSIFICATION

ANSOFF

MATRIX

The Nike renewal service can be identified as product development by using the Ansoff Matrix tool, as Nike will be developing a new service to its existing market. By introducing a renewal service Nike can grow and capitalise on their existing strong brand image and stand out within the current sneaker retail market, thus suggesting a successful launch of the new service. As Nike will be the first to introduce this unique service into the market, it enables Nike to differentiate themselves in order to remain competitive. To minimise the risk of the new service launch, the marketing strategy will place focus on research into consumer demand and innovation.

05

NIKE / THE PROPOSAL

UNIQUE

SELLING POINT ENVIRONMENTAL

01.Smaller environmental impact, encouraging consumers to repair and renew existing products.

02.Restoring the quality of a product.

03. Meets the needs of fast fashion without damaging the environment.

INNOVATION

04.Encouraging up-cycling of an existing product which allows consumers to transform old sneakers into a brand new pair. ‘Waste should not be wasted.’ (Nike, 2020) 05.Offering a brand new service which no other brand is offering, allowing Nike to stand out against its competitors.

06.Encourages consumers to buy from Nike as they have a warranty to repair and restore their sneakers if it becomes damaged or worn out.

CONSUMER

07.Consumers are buying into a project which they can renew at any time when they begin to get bored with the product.

08.Consumers can keep up with current sneakers trends by having their sneakers re-personalised through the service.

09.Provides consumers with a truly unique sneakers which is personalised by themselves to cater towards their specific taste.

06

02

COMPANY

02

THE

COMPANY

THE

COMPANY

07

THE

NIKE / THE COMPANY

ABOUT THE BRAND// MISSION STATEMENT

To bring inspiration and innovation to every athlete in the world.

That means you.

Because, as Bill Bowerman —Nike’s co-founder and legendary coach—once said, “If you have a body, you are an athlete.” – Nike (About us, 2019)

Nike Inc. is a multinational American corporation that focuses on the manufacturing, designing and development of footwear, apparel, equipment, accessories and other services. Nike are the world’s largest supplier of athletic shoes and apparel. According to Statista, Nike were the most valuable global apparel brand as of 2018. The brand also held the largest market share of 2.8% in 2017 with three key segments – footwear, apparel and equipment. In 2018, footwear led the way in terms of sales revenue with a total of 22.2 billion USD. (Statista, 2019) Nike was founded as Blue Ribbon Sports by Bill Bowerman and Phil Knight in January 25 1964. The company officially became Nike.Inc in May 1971, with the name Nike taken from the Greek goddess of Victory. The company is currently owned by CEO John Donahoe with co founder Phil Knight as chairman, and Mark Parker as executive Chairman. (Nike News, 2019)

08

NIKE / THE COMPANY

BRAND

SUCCESS

Nike hold a strong brand identity of being pioneers in innovation. Through developing a strong and considerate understanding of their target audience, Nike create forward thinking products which meet the needs of their consumers making them the number one sportswear brand internationally.

An example of Nike’s recent innovations include the release of the modesty swimsuit for Muslim women, placing focus on minority groups within sport. (Fast Company, 2019)

Nike’s company strategies such as their shift towards sustainability, highlight the brands understanding of emerging consumer trends such as conscious consumerism. Move to Zero is Nike’s journey toward zero carbon and zero waste, with a singular aim: Help protect the future of sport. As well as, a continuation of Nike’s deep commitment to sustainability with key initiatives including power owned-and-operated facilities with 100 percent renewable energy by 2025. (Nike News, 2019)

09

NIKE / THE COMPANY

SNEAKER SALES &

DIGITALISATION

According to Forbes, on a constant currency basis Nike Digital achieved an impressive growth of 36% during its 3rd quarter in 2019. Apps which are resonating strongly with consumers include both SNEAKRS (sneakers) apps, which sells limited edition shoes using collaborations with athletes and celebrities, as well as the newly launched NIKE app. For the third quarter, SNEAKRS app traffic and revenue were up triple digits, while Nike direct formed approximately 28.6% of the company’s total revenues in 2018. This share is expected to rise to 32% in 2020, along with mobiles contributing to more than 50% of digital commerce revenue. (Forbes, 2019)

ANNUAL REVENUE WORLDWIDE

The statistics show Nike’s annual revenue worldwide from 2005 to 2019. The company have a strong financial record generating over 30 billion USD in revenue for the past five years.

Nike’s revenue worldwide from 2005 to 2019 in million USD. Source: Statistica

10

NIKE / THE COMPANY

BRAND

ONION

The brand onion is a visual representation of the brands layers – capturing the brand essence, values and personality traits that differentiate Where one is at from it’s competitors (Posner, 2015).

11

NIKE / THE COMPANY

SWOT

ANALYSIS STRENGTHS

01.Strong brand awareness - Nike is one of the most recognised brands globally. With its iconic swoosh and just do it moto.

02.Large customer base - Nike caters to all markets and has millions of customers around the world who are loyal to the brand.

03.New aims for sustainability - Nike have previously been criticised for their lack of sustainable efforts, however recently have made a number of sustainable promises which is changing the brand image.

04.Excellent marketing strategies - Nike rely heavily on digital marketing and create strong, engaging campaigns which resonate with its audience.

05.Partnerships - Nike have many partnerships with sporting teams and famous figures which benefit the brand in terms of sales and exposure.

WEAKNESSES

01. Poor labour conditions in foreign countries - Nike have been a constant target in the media for their poor working conditions with low wages in LEDC’s.

02.Negative sustainable image - with consumers becoming more conscious shoppers, this negative impression of Nike due to lack of promotion on sustainable efforts could impact sales.

03.Perception of products being too pricey - this can deter some customer segments as products are not seen as accessible to all.

12

NIKE / THE COMPANY

OPPORTUNITIES

01.Promote sustainable efforts more openly in store and online.

02.Push methods of innovation further through use of technology, social media and advertising to appeal to all markets and all customer segments particularly the younger market.

03.Expand into emerging markets which are gradually growing such as India and China.

04. More focus on sneakerhead market specifically to boost sales and create relatable campaigns.

THREATS 01.Counterfeit Nike products - These can affect the revenue and reputation of Nike as these products are sold at a considerably lower price and low quality materials.

02.Increased pressure from competitors - Adidas are currently dominating sportswear with sustainable efforts, as well as new emerging sustainable brands. In addition to the rise in other competitors who may spend more money on marketing.

03.Marketing budget - As other brands are spending more money on marketing, Nike are pressured to increase their budget to remain at the top.

13

03

MARKET

03

THE

MARKET

THE

MARKET This section looks at the global and UK sportswear and footwear market.

The data examined looks at information relating to market size, market performance and consumer spending behaviour. All data collected is sourced from Mintel and Statistica.

THE

14

NIKE / THE MARKET

THE CURRENT

MARKET

REPAIR &

The revenue for the global footwear market amounts to US$115,347m in 2020, and is expected to show an annual growth rate of 4.0%, resulting in a market volume of US$135,173m by 2024. In the Footwear segment, 24% of total market revenue was generated through online sales, which is expected to rise to 27% by 2024 (Statistica, 2020). However, according to Mintel, 2018 was a disappointing year for the footwear market in the UK. There was very little growth in value terms as the market has undoubtedly been affected by the political uncertainty in the UK, and people are less willing to spend money. As a result of this retailers offering value for money performed better than others. The popularity of trainers has contributed to the growth within the footwear market (Mintel, 2019).

15

AFTERCARE

According to market research carried out by WGSN, Retailers and brands that can transition from the conscious capsule to the conscious core are predicted to perform better. Consumers are increasingly weighing up their wants verses their needs as they shift towards making more conscious decisions in the fast-emerging but imperfect circular economy. Brands which focus on minimising climate impact and waste, while maximising value are more likely to succeed (WGSN, 2020). According to Mintel, the most popular reason for purchasing new footwear (71%) was to replace old, worn out items (Mintel, 2019). Therefore, products which can be remade, reused or resold incentivise and educate people to be active in circular systems, and enable brands to profit from a products future earnings beyond the first point go purchase.

(WGSN, 2020) In order to fit in with a changing consumer mindset, sneakers will need to respond to a ‘buying less but better’ design approach, and take current models of repair and aftercare to a new level (WGSN, 2020).

NIKE / THE MARKET

CONSUMER

SPENDING

“

Consumer spending on clothing and footwear in the United Kingdom (UK) from 2005 to 2019 (in million GBP) Source: Statistica

According to data collected by Retail Week, 44.5% of UK consumers are growing concerned about their impact on the global environment than this time last year. As a result, 29% of consumers have started shopping with retailers and brands with more ethical and sustainable practices (Retail Week, 2018). From 2014 to 2017, ethical clothing sales revenue in the UK rose from £29m in 2015 to £43m in 2017. (Statistica, 2019)

“

According to Mintel, the UK footwear specialists and clothing retailers have continued to fall since 2015. The footwear specialist market has fallen from 44.7% in 2015 to 44.1% in 2018 by value. The factors contributing to the decline in market value include the rise in online only retailers which have a stronger customer understanding and are able to quickly respond to trends in consumer shopping habits (Mintel, 2019).

However, Nike are not completely affected by this in terms of value as Nike have a strong e-commerce platform and have recently developed apps such as SNEAKRS app which has seen to have risen the brand’s online sales (Forbes, 2019). In recent news, retail sales rebounded in January 2020 as consumers gathered to buy discounted clothing and footwear, which was a positive start to the year for high street retailers after a dire 2019. National statistics state sales increased on average across the high street and online by 0.9%, reversing the 0.6% decline in December (The Guardian, 2020).

16

NIKE / THE MARKET

MARKET

SHARE

Nike holds the largest market share as the world’s leading company in the global footwear market. Nike is ahead of its industry rivals Adidas and ASICS, as well as other brands operating within the same market such as Puma and Under Amour.

Nike have always been at the forefront of innovation, technology development and use cutting edge marketing strategies which allow the brand to surpass other footwear brands globally. Their latest digital developments such as SNEAKRS (sneakers) app and Nike Fit app have proved to be beneficial for the company lately by driving its online sales of footwear worldwide. Nike is forecast to further strengthen its current market share in the global footwear market over the near future and continue to its leading position (Technavio, 2019).

Leading athletic apparel, accessories and footwear companies worldwide in 2019, by sales (in million U.S. dollars) Source: Statistica

17

04

ENVIRONMENT

04

THE MACRO

ENVIRONMENT

THE MACRO

ENVIRONMENT The macro marketing environment refers to the external factors that are outside the company’s direct control which impact Nike’s business. Conducting research and analysis of these factors is known as PESTEL analysis which is key when carrying out marketing research.

(Posner, 2015)

THE MACRO

18

NIKE / THE MACRO ENVIRONMENT

POLITICAL

There is currently a lot of uncertainty in the UK regarding the recent departure from the European Union.

According to Drapers, fashion and footwear retailers have voiced concerns after the government warned it would pull out of trade talks with the European Union if a deal is not made by June 2020. Cabinet office minister Michael Gove told MPs he wanted to strike a “comprehensive free trade agreement” otherwise the UK will walk away from trade talks. As one of Nike’s largest market shares is in Europe, the brand would benefit from a free trade deal in order to reduce the checks, red tape and tariffs.

If the correct deal is not made between the EU and UK, Nike would suffer a loss in profit due to higher import costs and reduced availability of goods for the UK market.

ECONOMICAL

On a global scale, Nike have many manufacturers in less economically developed countries such as Indonesia and Brazil. By introducing this new service Nike will be increasing their demand for employment opportunities in these LEDC’s, which in turn will make these countries more developed and allow individuals to have a larger disposable income. Thus increasing the potential for future markets in these economies and reduce poverty line in these economies as a result of increased employment (Emerald, 2011).

Due to current political events in the UK such as the general election and Brexit, there has been a rise in uncertainty for the UK economy as of 2019. According to the National Office for Statistics, the Consumer Price Index (CPI) in January 2020 was at 1.8%. The Governments target inflation rate of 2% (+/-1) this aims to keep inflation low and stable. As we are close to the targeted inflation rate this could put confidence into the current UK economy as a moderate inflation rate allows for economic growth. This means that there is a rise in the real wage, which allows higher disposable incomes of individuals, therefore an increase in consumer spending could be seen which can increase Nike’s profits (ONS Gov, 2020).

19

NIKE / THE MACRO ENVIRONMENT

SOCIAL

Changes in consumer attitudes that are having an impact on purchasing behaviour include consumers becoming more aware of the damage their habits have on the environment. As a result of current climate changes and political movements such as Extinction Rebellion, consumers are looking at ways they can make a positive change through their behaviour as a reaction to the current climate crisis. This is having an impact on fashion retailers as Samantha Dover, a senior retail analyst at Mintel, explains that consumers have not only become more conscious of where their clothes end up, but also factory working conditions and where the garment comes from. According to Mintel, 53% of UK clothes shoppers think retailers should provide more information on where clothes are made. Nike’s renewal service would be a viable proposal as the service allows people to have full knowledge as to where their trainers end up if unwanted or worn out (turned into Nike Grind), as well as provides consumers with the option to renew and repair instead of dumping their old trainers in landfills and damaging the environment. Nike would also benefit from communicating more openly and clearly about the brands sustainable efforts in order to attract conscious consumers.

Another current crisis which is impacting purchasing behaviour is the outbreak of the coronavirus. Consumers are uncertain as to how serious the virus will be over time and are bulk buying household items and cleaning products in fear of products soon becoming unavailable (PYMNTS, 2020). Additionally, foot traffic has also been significantly reduced due to health concerns and people feeling reluctant to go outside, which will have an impact on Nike’ sales (Hypebeast, 2020).

TECHNOLOGICAL

In recent years, technology has been revolutionising the way consumers interact with each other and shifting the way businesses operate.

The impact of technology has been difficult to ignore with the use of data analytics, artificial intelligence, virtual technology and mixed reality. With e-commerce and m-commerce in full force, the current digital market is changing at a rapid pace in order to make processes more efficient (The next web, 2018).

In light of these new technological developments, the retail sector is expected to adapt to the new landscape and embrace the turning point for the fashion retailers in order to create more personal and immersive experiences. The benefits of new technological findings go beyond the shop floor and can be seen in businesses supply chains to improve the way clothes are designed, produced and sold (CNN business, 2019). This can be seen through Nike’s current ‘Move to Zero’ objectives which state Nike will power its plants with 100% renewable energy by 2025, demonstrating the positive outcome technology is having on the fashion industry and the environment (Nike News, 2019).

20

NIKE / THE MACRO ENVIRONMENT

ENVIRONMENTAL

The manufacturing and dumping of shoes pose many threats to the wellbeing of plants, animals and the environment.

With more than 20 billion pairs of shoes manufactured each year, the affects the footwear industry can no longer be ignored.

During manufacturing, many toxins, chemicals and fossil fuels are released into the environment which is harmful to both wildlife and humans that come into contact with them, which in turn can cause health problems. Additionally, research conducted by The Guardian shows that a new pair of synthetic running shoes typically generates 30lbs of carbon dioxide emissions. This contributes to the already damaging effects of global warming and climate change (The Guardian, 2013). This shows that there is an opportunity for Nike’s renewal service to help improve the negative effects of footwear production by offering a sustainable solution. This encourages consumers to repair or renew their old trainers if they are bored of them instead of dumping them in landfills and harming the environment.

LEGAL

With the recent outbreak of the coronavirus, companies and retailers have had to reinforce health and safety laws in correspondence to the virus outbreak. This has had a direct impact on Nike stores, particularly in China - which is Nike’s most profitable region for the past four years, as the sportswear giant has been forced to shut down almost half of its stores in the country. The stores which remained open operated at reduced hours. The outbreak has resulted in a $17 billion USD depreciation in market value (Hypebeast, 2020). This has also had an impact on Nike’s European headquarters as they shut down for 2 days for ‘cleaning’ after coronavirus scare with 2,000 employees sent home (DutchNews, 2020).

The rise in conscious consumerism has sparked speculation as to how ethical large retailers really are. Behind spectacular profits, there is a disregard for minimum wage and working conditions (The circle, 2017). Nike has previously been the target of heavy criticism for unethical manufacturing and producing excessive waste in factories (Redbrick, 2020). As Nike has set goals to become more sustainable with their ‘move to zero’ movement, scandals such as their poor labour conditions could tarnish the brand reputation as Nike need to be more transparent within their supply chain in order to become more ethical and meet their sustainable goals, as well as to hold strong brand equity. It is also important to understand that Nike is a global company, therefore it becomes harder to define what is ‘legal’ as laws are different in each country. In order for Nike to keep its well-renowned name, it is essential that Nike understand the laws in the countries of its global supply chain in order to remain responsible and ethical.

21

NIKE / THE MACRO ENVIRONMENT

CLUSTER PESTEL

ANALYSIS

The PESTEL cluster analysis is a useful tool when identifying all of the various factors that could affect Nike’s business and performance. By assessing the external environment, Nike can minimise any risk or potential threats and capitalise on emerging opportunities within the market.

22

NIKE / THE MACRO ENVIRONMENT

The PESTEL cluster analysis identifies the current factors which could have a positive impact or pose as a threat on Nike’s new service launch. Opportunities which could have a successful impact on the new service include the rise in national living wage in the UK which means consumers will have more disposable income to spend. Additionally, there are many laws and regulations which are now set in place in order to protect the environment and minimise the impact the fashion industry has on climate change. This is also impacting consumer behaviour and purchasing decisions as they opt for more sustainable solutions.

Therefore, the new service is fulfilling this demand.

Factors which could pose as a threat to the new service include the current uncertainty with Brexit.

This will impact the fashion industries ability to import and export goods which will directly effect Nike has they import goods into the UK. Another threat which has caused uncertainty is the Corona Virus which has massively impacted sales as consumers are reluctant to leave their homes. If the Corona Virus continues to spread, Nike may have to close stores down which will impact the brand financially.

23

NIKE / THE MACRO ENVIRONMENT

A recent trend which is shaping global consumer landscapes and impacting businesses is the rising socio-anthropological trend. This trend has emerged between demographic groups as the ‘conscious consumer’. According to new Retail Week research, 44.5% of UK consumers are more concerned about the impact they are having on the global environment than this time last year, as a result, 29% of consumers have started shopping with retailers with more ethical or sustainable practices. Shifts towards plastic-free produce and eating a more plant-based diet are to be seen in this trend. When conducting primary research, it is clear that more females (72%) are more concerned about sustainably sourced products in comparison to males (63%). Consumers are becoming more environmentally aware and socially responsible, and demanding businesses to do the same.

Through this trend, changes in products, supply chains and packaging are being pushed in order to protect the planet, and allow consumers to feel better about themselves by making positive conscious choices (Retail Week, 2018).

Additionally, Nike has shifted its focus onto women in sports in order to attract more female consumers. According to Forbes, Nike has declared 2019 as the year of women and have targeted women more specifically through new product ranges and campaigns (Forbes, 2019). By introducing the new renewal service as a sustainable alternative and concluding from primary research, it is evident that although both females and males are concerned about sustainably sourced products, females hold the majority. From this, it can be predicted that the new service is more likely to appeal to female consumers.

CONSCIOUS

CONSUMER 24

NIKE / THE MACRO ENVIRONMENT

Retail trends for 2020 forecast that retailers must apart to current market trends and adapt their market strategies to become more innovative as technology defines retail spaces. Additionally, as consumers are searching more meaning and connection, retails must respond by rethinking their core purpose (Deloitte, 2020). This is further explained in the Appendix, see section 14.

RETAIL

TRENDS

25

NIKE / THE MACRO ENVIRONMENT

LIFESTYLE

TRENDS

Mintel released a report which highlights six key trends shaping global consumer landscapes and impacting businesses in 2019. The trends include consumers concerns about well-being, lack of personalisation and distance caused by digitalisation (Mintel, 2018). This is further explained in the Appendix, see section 14.

26

05

COMPETITOR

05

THE

COMPETITOR

THE

COMPETITOR

27

THE

NIKE / THE COMPETITOR

Nike are currently positioned at the top of the sportswear and footwear market as the worlds leading company in innovation and product development. Nike remain ahead of its competition by having a highly intelligent understanding of their consumers and a strong level of brand equity. According to Business Insider, the scale of Nike provides a competitive advantage over smaller peers as the brand continually reinvest gross margin upside back into the business and have a budget which prevents other brands catching up. This is evident in Nike’s global marketing strategy as it caters to each geographic specifically to communicate with its audience on both physical and digital platforms (Buisness Insider, 2018). Looking at the competitor analysis, it is clear that there are no other footwear brands offering a repair and renew service on the high street or in department stores.

Therefore, Nike’s renewal service will have no direct competitors which sets them ahead of their competitors.

However, many brands offer a personalisation service - similar Nike iD which allows customers to personalise their trainers before the point of purchase. However, there is no personalisation service offered which allows customers to re-personalise their products after the point of purchase.

This allows Nike to set themselves apart from their competitors and remain at the top of innovation and development within the footwear market. When analysing Nike’s competitors in terms of sustainability, it would seem that many brands have increased their sustainable efforts in order to align with current consumer demands. Adidas, who are Nike’s biggest competitor have drastically increased their conscious attitudes towards manufacturing and sourcing. In order for Nike to remain competitive, the brand must evaluate its current sustainable efforts in order to meet new consumer demands and attract the conscious consumers. A further understanding of the competitors can be seen in Appendix, see section 14.

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NIKE / THE COMPETITOR

BRAND // ADIDAS OBJECTIVE// “We create the best for the athlete, while optimizing our environmental impact. We are

committed to steadily increasing the use of more sustainable materials in our production, products and stores. At the same time, we are driving towards closed-loop solutions.

Energy is the fuel of the body.” (Adidas, 2020)

STRATEGY// PERSONALISATION

01.Offering a large variety of products to reach a range of different

customers.

02. Collaborating with famous figures and sponsoring sporting teams which brings the brand exposure.

03.Strong digital marketing approach.

X

STRENGTHS//

WEAKNESSES//

01. Globally recognised sports and footwear brand.

01. Limited product line in footwear and clothing, despite reworking

02. Wide product range which can be used in everyday wear making Adidas a lifestyle brand as well as sportswear.

03. High celebrity profiles which are sponsored by the brand.

04. High brand equity 05. Strong sustainable values which has given Adidas positive media coverage.

29

X

SUSTAINABLE

classical silhouettes, there is a lack of variety.

02. Opportunities to grow social media and expand digital platforms.

NIKE / THE COMPETITOR

BRAND // VEJA OBJECTIVE// “Veja’s ultimate objective is to be knowledgeable and in control of our whole leather supplier chain, from the cows nurturing and living conditions to the tanning and dying process of the leather.” (Veja, 2020)

STRATEGY// 01.Promoting eco-sneakers and bio-based alternatives to leather.

PERSONALISATION

to customers through 02.Strong brand values which consumers can relate to.

03.Strong digital and social media.

SUSTAINABLE

X

STRENGTHS//

WEAKNESSES//

01. Offering high quality products which are ethically sourced.

02. Active on social media and close to its target audience.

03. Classic trainer style which is in keeping with current trends.

04. Strong sustainable message.

01. Small brand awareness.

02.Limited stockists which means not much exposure for the brand.

03.Price is slightly higher than competitors.

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NIKE / THE COMPETITOR

BRAND // NEW BALANCE OBJECTIVE// “To aid athletes in their pursuit of excellence, whether that means helping professional athletes set records and win medals, or propelling everyday athletes to achieve a new PR or just to live a more healthy and active lifestyle.” (New Balance, 2020)

STRATEGY// 01.Challenge the conventions of the industry.

PERSONALISATION

X

02. To grow with innovations to expand the brand.

03.Collaborate with famous figures to bring exposure to the brand.

X

STRENGTHS//

WEAKNESSES//

01. In keeping with current fashion trends.

01. Limited market share as the brand is overshadowed by global

02.Strong sustainable efforts and use environmentally friendly pro cedures while making products.

03. Sponsor sporting teams which bring the brand exposure.

04. Century of expertise in the industry.

05. Strong brand presence and marketing through e-commerce.

31

SUSTAINABLE

competitors.

02. Limited marketing in emerging economies.

NIKE / THE COMPETITOR

BRAND // VANS OBJECTIVE// “To enable creative expression—and inspire youth culture —by celebrating and encouraging the Off the Wall attitude that comes from expressing your true self”. (Vans, 2020).

STRATEGY// 01.Promote and encourage individual personality.

PERSONALISATION

X

02.Targeting urban, streetwear and youth culture.

03.Strong sustainable efforts.

SUSTAINABLE

X

STRENGTHS//

WEAKNESSES//

01.Affordable prices and offering products which are suitable for a wide target.

02. Clear identified segment within skate wear and snow boarding which has allowed brand to do well within this niche as focus has been placed on this market.

03. Innovative designs and offering unique personalisation service which allows customers to upload their own artwork to be designed on products.

01. Vans have been unsuccessful when trying to reposition themselves as a lifestyle brand as all branding and marketing has been focused on their niche of skateboarding and snowboarding.

02.Limited global presence in emerging markets such as India and China.

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06

EVALUATION THE GAP WITHIN THE NICHE

06

THE

EVALUATION THE GAP WITHIN THE NICHE

THE

EVALUATION THE GAP WITHIN THE NICHE

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THE

NIKE / THE EVALUATION

THE GAP WITHIN THE NICHE

After analysing Nike’s business strategy, and assessing the performance of the global and UK footwear market, it is clear that there is a gap in the market for a service which allows customers to renew and repair their trainers through a brand. Therefore, the launch of Nike’s new service is a valuable proposal. As Nike are pioneers in innovation and product development, the brand would benefit from tackling the gap in the market to strengthen their relationship with their target audience, by offering a service which allows consumers to stay connected with the brand through the renewal service, even after the point of purchase. As well as, promote the brands sustainable efforts by providing a service which aligns with consumers needs.

With the rise in consumers becoming more conscious, 69% of Millennials said they look into claims of sustainability and eco-friendliness when purchasing products and 52% of consumers would want the fashion industry to follow more sustainable practices (Forbes, Moore, 2019). By providing this new service, Nike will further demonstrate why the brand are at the forefront of innovation by being the first footwear brand in the market to offer this service. As well as highlight the brands ability to understand their target audience’s ethical needs and respond with a sustainable solution.

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07

RESEARCH

07

PRIMARY

RESEARCH

To assess the strength of Nike’s proposal to launch a renew service, the general public were asked to complete a survey focusing on footwear purchasing behaviour, sustainable values, and people’s awareness of Nike’s current services.

For full results of the survey see appendix section 14. The survey was sent on multiple digital platforms in order to gain the maximum number of responses possible. The total number of responses is 138 people.

PRIMARY

RESEARCH

The survey is useful to assess whether the proposal of a renew service is a viable idea. An overview of the results show the following:

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PRIMARY

NIKE / PRIMARY RESEARCH

When purchasing new footwear, consumers are more focused on comfort, style and price. 47% of surveyors are looking for quality products and 41% are more concerned as to which brand they buy from. A small number of 10 surveyors said that they look for sustainable footwear. However, when the same surveyors were whether they think it is important that a brand is ethical/sustainable, 46% voted somewhat important and 39% think it is very important. This supports Mintel’s research that consumers look into claims of sustainability and eco-friendliness, as well as confirms Forbes statement that consumers want the fashion industry to follow more sustainable practises (Forbes, 2019). Therefore, Nike’s service has the potential to be successful amongst these consumers as the renew service offers a sustainable solution to footwear and promotes restoring the quality back into a product.

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NIKE / PRIMARY RESEARCH

When asked how much consumers would be willing to spend on the new service, 37% voted they would spend £50, while the 15% who voted other commented that they would like repairs to be slightly cheaper as some surveyors commented that they find Nike quite expensive.

Furthermore, 101 surveyors said they would like to see Nike provide information on how to take care of trainers properly in order to prolong their use out of the product. This aligns with the campaign aims of providing consumers with information about taking care of their products in order to promote longevity.

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NIKE / PRIMARY RESEARCH

When surveyors were asked what they do with footwear that is damaged/ worn out/no longer of use to them, a shocking total of 60 surveyors said they throw them in the bin, while 65 people said donate their old shoes to recycling schemes, and 20 surveyors said they do nothing with them. Additionally, when participants of the survey were asked if they has heard of Nike Grind, only 15 people responded yes. Similarly, when surveyors were asked if they have heard of Nike iD, the majority voted no. From these results it would appear that Nike could put more effort into raising awareness of their services. By doing this, more people could donate their unwanted shoes to Nike Grind in order to better the environment. These results also suggest that Nike would benefit from producing a campaign which solely focuses on promoting the launch of their new service in order to maximise its awareness.

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THE GAP IN THE

08

MARKET

08

THE GAP IN THE

MARKET

THE GAP IN THE

MARKET

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THE GAP IN THE

NIKE / THE GAP IN THE MARKET

Nike are pioneers in innovation and at the forefront of the sportswear and footwear market, offering high quality and specialist products to its large target audience on a global scale. Nike’s aims to protect the future of sport through their ‘move to zero’ plan builds upon the companies existing efforts to become more sustainable. Following the opportunity to strengthen Nike’s sustainable objectives and highlight the brands ability to innovate, the launch of a new service which allows customers to repair and renew their existing Nike sneakers has been evaluated. This new service offered by Nike will be the first of its kind in the footwear market, which elevates Nike’s potential to meet its ‘move to zero’ goal

and pushes Nike further ahead of the game. This is supported by WGSN’s findings that in order to adapt to the changing consumer mindset, brands must respond by taking new design approaches as well as take current models of repair and after-care to another level (WGSN, 2020). This is further supported by results from the survey which show that 67% would be interested in the launch of this new service. By offering a sustainable solution which promotes restoring the value of a product to increase its longevity, demonstrates Nike’s ability to listen to current consumer needs and respond with an outcome which pushes boundaries. By doing so, Nike will sustain its position right on the cutting edge.

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THE MARKETING

09

PLAN

09

THE MARKETING

PLAN

THE MARKETING

PLAN

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THE MARKETING

NIKE / THE MARKETING PLAN

OBJECTIVES Nike is COMMITTED

TO RAISE AWARENESS through Nike Renew to promote how FASHION DOES NOT NEED TO COME AT THE EXPENSE OF THE ENVIRONMENT. This allows consumers to

change their attitudes towards footwear consumption by providing a sustainable option which gives consumers the option to renew their product in order to restore its value.

To launch a new service in order to BOOST THE USE OF NIKE GRIND by encouraging consumers to bring in old, worn out shoes with the next 6 months.

To USE NIKE GRIND TO CREATE 30% NEW PRODUCTS by 2022.

To USE RECYCLED MATERIALS IN UP TO 76% OF NIKE FOOTWEAR AND APPAREL

STYLES BY 2023.

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NIKE / THE MARKETING PLAN

43

THE SNEAKERHEAD

16 - 25 years Male and Female Studying/working No kids Single/relationship/newly married Educated and socio - cultural aware Dependant on loans, funding or income Income £18,000+

DEMOGRAPHIC

UK Large cities Small town Countryside

21 - 45 years Male and Female Studying/working Kids/no kids Single/relationship/married Educated and socio-cultural aware Income £21,000+

PHYCHOGRAPHIC

UK Large cities Small town Countryside

Consumers who are very active and health conscious. Regularly shop at Nike for its innovative footwear range which is high quality and supports their physical enhancement.

They view fitness as a lifestyle and most likely wear Nike trainers for gym as well as lifestyle.

BEHAVIOUR

GEOGRAPHIC

THE GYM FANATIC

Makes conscious ethical choices and prefers to shop for fair-trade products/ sustainable.

Concerned about the future of our environment and makes responsible changes.

Aspirational lifestyle.

Quality over quantity.

Digitally aware.

Gets bored quickly.

Consumers who are interested in limited edition, collaborations and high resell value sneakers. These consumers value the rarity of these sneakers and view them as collectables which may have an increase in value over time, therefore want to look after them to keep its value. They view sneakers as an investment and follow the ‘hype’.

Sees the importance in product value.

Takes pride in appearance.

Follows trends.

Aware of fast fashions damage on environment and makes small behavioural changes.

Values quality products over quantity.

Doesn’t mind spending money.

THE CONSCIOUS CONSUMER UK Large cities Small town Countryside

18 - 35 years Male and Female Working class to middle class Educated and socio-cultural aware Single/relationship/married No kids/Kids/family orientated Income £25,00+ Consumers who want to change their buying behaviour. they care knowledgeable on the damages fashion has on the environment and avoids overconsumption and cheap quality products which won’t last.

Instead, these consumers look for high quality products from brands who are demonstrate ethical values.

Political movements regarding environmental awareness.

Sees importance in making changes in small designs which have big environmental impact.

Sociable.

Prefers natural alternatives.

Shops for things as and when needed.

Digitally aware.

NIKE / THE MARKETING PLAN

SEGMENTATION Nike will use an undifferentiated strategy when targeting consumers for the new service.

By doing this, Nike will be focusing on the three main segments identified, using the same marketing mix. This strategy is most practical when targeting large groups of consumers as the service is accessible to all, therefore does not need to focus on particular consumer segments individually. By focusing on the common needs of consumers, Nike will appeal to its current target audience as well as attract prospective customers in order to reach the most consumers.

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NIKE / THE MARKETING PLAN

THE SNEAKERHEAD NAME: TYLER AGE: 22 YEARS OLD Tyler is a 22 year old product design student, currently working a placement year in London. Tyler is sociable, hard working and out going. He is very digitally aware and is very interested in fashion taking pride in his appearance. He likes to use apps such as Hypebeast, and reads Highsnobitey and Complex to keep up to date on the latest trainer releases. Tyler is a massive sneaker head and is very business savvy, he sees that there is a market for reselling trainers and likes to buy the latest ‘hype’ trainers in order to resell them to make a profit. He is a proud collector of trainers and sees the value in limited edition, rare trainers which will later hold high resell value. He is drawn to the idea of owning something unique and personal in order to make him stand out. Tyler is very loyal to Nike and is a big fan of the brands fashion collaboration trainers. Especially the collaboration with Nike x Off White and Travis Scott. Tyler would be interested in Nike Renew in order to restore the value back into his trainers in case he chooses to resell them at a later date. He would also be interested in personalising his trainers to make them truly one of a kind.

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NIKE / THE MARKETING PLAN

THE GYM FANATIC NAME: AARON AGE: 28 YEARS OLD Aaron is a 28 year old who currently lives in Birmingham. He works for a digital marketing company and in his spare time he offers one to one personal training sessions at his local gym. Aaron is very health conscious and aims to make better life choices which not only make him feel good but benefit those around him. He starting getting into the gym when he was 18 and since then has become a gym fanatic, taking his progress very seriously. In his spare time he researches ways to improve his health and fitness and is very socio-culturally aware. He is a pescatarian after leaning about the process behind meat and feels that his new diet is better for him and the environment. He loves to cook and often meal preps. He thinks that it is important to shop for organic and fair trade products. As keeping fit is important to Aaron, he is very body confident and takes pride in his appearance. He is a regular shopper at Nike as he finds that their products are not only practical, but fashion forward and is loyal to the brand. He is a big fan of Nike footwear, particularly the fly knit as he feels that spending money on good quality footwear will help better his performance in the gym and also look good. Aaron would most likely use Nike Renew to repair his trainers from any gym wear and tear, as he doesn’t want to be seen in run down trainers. He would also be interested in renewing his trainers to switch up his style and keep his feet looking fresh.

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NIKE / THE MARKETING PLAN

THE CONSCIOUS CONSUMER NAME: SOFIA AGE: 30 YEARS OLD Sofia is a newly wed living in west London with her husband. She works as a visual merchandiser and enjoys spending time with her family. Sofia is an animal lover and owns a small dog. Sofia lives a busy lifestyle balancing work, gym and spending time with friends and family. She loves to exercise and tries to attend class regularly at her local gym. Sofia is very interested in fashion, with her job being a visual merchandiser she is aware of the environmental damage caused by the fashion industry and has reconsidered her shopping habits since. She prefers to spend more on quality products and shop sporadically for things as and when needed. Sofia and her husband love travelling and have been exposed to issues such as plastic pollution which has made both of them make small conscious decisions in everyday life. They wish to one day have children and are concerned about the future of our environment. Sofia often shops at Nike for gym wear which she wears when excising and for everyday use. She owns a few pairs of Nike trainers which she keeps on rotation. She does not wear most of her trainers often, however has one pair which she uses for everyday use such as running errands and keeps one pair for the gym. She would be interested in using Nike Renew to customise her old trainers which she doesn’t wear often to keep them looking fresh. She also recognises that this is a sustainable alternative which draws her to the brand more. Sofia is pleased that she can use a service which aligns with her ethical beliefs and still allows her to keep up to date with current trends, without having to spend money on a new pair of trainers.

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NIKE / THE MARKETING PLAN

TARGET

MARKET It is essential to identify the right target audience in order to reach their needs more specifically in order to gain an advantage over other competitors within the market. Nike Renew target males and females equally, who are aged 16 and above. The target audience are classified as generation X,Y and Z and the baby boomers, as this aligns with Nike’s current target audience. A report carried out

by The OECD states that 59% of the UK population comprises as middle class, which falls into the AB,C1 social grade (IPR, 2019). This means that the consumers identified are more likely to have a higher disposable income to spend on repairing and renewing their trainers. The service is easily accessible and offers something for everyone with the ability to cater towards individuals personal needs, therefore attracting a wide target audience

of current Nike consumers, while demonstrating the potential to attract new consumers. The customer identified is buying into the service more rationally rather than emotionally as they are interested in repairing/renewing a product in order to promote its longevity, and express ones personality through customisation. The customers spending habits include shopping for personal needs, saving for holidays or large investments, socialising and are likely to support a good cause. The younger demographic such as Generation Y and Z are part of the early adopters, looking for unique solutions to cater towards their needs more specifically, whereas the rest of the market fall into the majority. A focus will be placed on the early adopters in order to build long term brand loyalty which aligns with Nike’s current targeting strategy.

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NIKE / THE MARKETING PLAN

POSITION IN

MARKET The positioning map shows Nike’s current position in the market against the desired position for the new service.

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NIKE / THE MARKETING PLAN

POINT OF

POINT OF PARITY

In order for Nike to maintain its position in the market, the brand must focus on the position of the new service in order to attract the correct target audience more specifically, as well as gain advantage over its competitors (Posner, 2015).

The launch of the new service allows Nike maintain its position above its competitors by being the first in the market to introduce this unique, refreshing yet sustainable service. As the new service will be offered at a more affordable price point and is accessible to all, this allows Nike to engage with a wide audience and sets them apart on the high street by offering high quality products through an affordable service.

DIFFERENTIATION

NIKE RENEW

COMPETITORS

01.Sustainable solution

01.Offer personalisation

02.Offering a unique service

02.Lower price point

03.One of a kind

03.More sustainable

04.Promote quality & value 05.Relationship with brand 06.High quality service

01.Accessible to a wide target audience 02.Lower price point with value for money 03. High quality retail service 04.Globally established

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BRAND

10

IDENTITY

10

BRAND

IDENTITY SERV NAM BRAND

IDENTITY

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BRAND

VICE

ME

NIKE / BRAND IDENTITY

NIKE

RENEW

SERVICE

NAME

NIK

RE

The new service will be called Nike Renew as this name is minimal, simplistic yet effective and aligns with Nike’s current branding . The name is also self explanatory as to what the service entails therefore can be clearly communicated with the consumer. The name has been further developed into a logo which is the visual identity for the new service and can be seen on all promotional material regarding the new service.

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NIKE / BRAND IDENTITY

The logo features the name of the new service repeated in a bold, sleek and refreshing style which fits into Nike’s current visual identity, yet still remains distinctive for the new service and will be accepted by Nike’s consumers.

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NIKE / BRAND IDENTITY

COLOUR

PALETTE

The colour palette consists of minimal tones which are in keeping with Nike’s current colour palette. This includes classic black, off-white and immaculate white. The colour palette will also feature a striking muted orange which adds a pop of colour to the brand identity and is complimented by the other colours. Nike’s current identity focuses on using one bold colour which the consumer can easily attach to the identity of a specific campaign therefore the same rule will apply.

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NIKE / BRAND IDENTITY

BRAND

LAYOUT The brand layout communicates the overall mood and aesthetic for the new service. The layout expresses a feel of individuality through the imagery and products. This reflects the personalisation aspect of the service. The bold, engaging and playful typography sets a distinctive tone for the new service that mirrors Nike’s strong brand image, yet is clean and sophisticated to promote the idea of quality and longevity. The campaign aesthetic pays homage to the origin of the sneakerhead culture which originated in the late ’80s. The culture is highly influenced by hip-pop & basketball which is what fuelled the success of the Nike Jordan 1’s - One of Nike’s most successful trainers. This particular sub-culture within society are loyal to Nike & see value in their products. It is because of the sneakerhead culture that Nike Renew will succeed as these consumers demand extreme rarity & personalisation which can be offered through the service. The imagery for the campaign draws on the origin of the culture with its old school and casual ambiance which has been captured on film for a more authentic feel. Additionally, all branding is environmentally considerate and minimal which is consistently reflected through all design and marketing communication.

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NIKE / BRAND IDENTITY

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NIKE / BRAND IDENTITY

BRAND

PACKAGING The packaging will mirror the brand values of high quality and longevity through its premium standard. Additionally, all promotional material will have a QR code which links to a website that provides specific information on how to take care of the products to promote its longevity.

All labelling and packaging will be coherent in order to project a strong brand image. The packaging will be clean, minimal and sleek with the Nike Renew logo clearly placed on all packaging. In order to meet Nike’s sustainable objectives, all packaging will be made from recycled materials. For the launch of the new sneaker cleaning solution, a refill scheme will be in place in store in order for customers to refill their current bottle. By doing this, Nike will reduce the waste of plastic in packaging. The shopping bag for the service will include an embossed silhouette of Nike sneakers on each side. The silhouette on the bag will be subject to the Nike sneaker renewed through the service. Additionally, each shoe box will include custom Nike Renew stickers and a dust bag which will help to protect the sneakers in order to promote product care.

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NIKE / BRAND IDENTITY

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NIKE / BRAND IDENTITY

BRAND DNA

The brand pyramid tool is useful when communicating the brand identity of the new service. It is essential to establish the essence of the brand in order for Nike to carve a distinctive identity in the market and in the minds of the customers.

PERSONALITY

VALUES

EMOTIONAL BENEFITS FUNCTIONAL BENEFITS

ATTRIBUTES

ESSENCE

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11

MARKETING MIX

11

MARKETING MIX

MARKETING MIX The marketing mix provides a well thought out body of criteria which is a valuable framework when managing the market and business. The purpose of the marketing mix is to blend several strategic ingredients together in order for Nike to achieve its goals effectively (Posner, 2015).

MARKETING

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NIKE / MARKETING MIX

E OPLE

THE PEOPLE

This section opens up the scope to include all those who add value to the delivery and development of the new service (Posner, 2015). In order to carry out the new service efficiently in-store, Nike employees will play a crucial role within the customers journey and must carry out the service to a premium quality standard. In order to do so effectively, all Nike Renew staff will attend a training program in which they will gain a greater understanding about Nike’s values, material repairs and product knowledge. By doing this, Nike staff will be able to provide customers with indepth knowledge as to how the service is carried out in

61

order to cater to their needs more specifically, resulting in a memorable, emotive connection between the customer and the service. In terms of production, Nike will continue to manufacture in LEDC’s such as Bangladesh and Indonesia, as well as use their supply chains within Europe to carry out more detailed design work on the sneakers. By doing this, the new service will require more staff in LEDC’s therefore boost employment rate to help create a better economy, and remain ethical by encouraging development within these areas.

THE PEO

NIKE / MARKETING MIX

THE

SERVICE

E OPLE

The Nike Renew bar is a service which is offered in-store. Customers will bring their previously purchased sneakers in-store in which will then be reviewed to see if it is eligible for the service. If the product is too worn out and past the point of repair, customers will be advised to donate their old sneakers to Nike Grind; which is Nike’s current service which allows old products to be recycled into material for new products. In return, customers will be given a discount code. If the sneakers are eligible for repair, customers will be able to select from the options for which service they require. If the service the customer requires is repair - the customer will fill in their details on the iPad in store and will be updated via email about the status of their repair and when it is ready to collect.

If the service required is to renew the product by adding a design or custom artwork - the order will be shipped away to Nike’s factory and customers will be able to collect their order in-store or have the option of home delivery. This service can take up to 6 to 14 working days depending on the artwork desired. Also, The Nike Renew bar will have a section on the NikeGB website and Nike SNEAKRS app which allows customers to book an appointment if they wish to do so, or alternatively they come in store and wait to speak to a member of staff. The website will also allow customers create an account in which they can check the status of their order. Members will also receive exclusive offers and discount codes which can be redeemed through the service.

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NIKE / MARKETING MIX

PROMOTION Promotion refers to any form of marketing communication used to inform or persuade an audience of the relative merits of a service, product or brand. The aim of promotion is to generate sales, increase awareness or create brand loyalty (TheEconomicTimes, 2020).

ADVERTISING The new service launch will be promoted through advertising campaigns on posters in large populated areas of London city. This includes areas which are close to the flagship store Niketown, such as tube stations (Oxford Circus station, Bond Street station), and bus routes around the city to draw attention the launch. Additionally, billboards in areas with high foot fall such as Shoreditch, Shepards Bush and Piccadilly Circus will all display posters for the campaign in order to gain awareness of the new service. The campaign will also be advertised online using Google ad’s which directly link to the Nike website, as well as adverts on social media platforms such as Instagram, Snapchat, Twitter and Facebook.

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NIKE / MARKETING MIX

AIR MAX DAY

Nike Renew will preview what the service has to offer on the official Nike Air Max Day. On March 26th Nike Renew will transform its services into a van shop which pays tribute to when co-founder Phil Knight used sell sneakers out the back of a van. The van will circle the centre of London and stop off at various locations where lucky customers will get to a chance to experience the service for the very first time before it has even launched. The van will also exclusively sell the Nike Essential Repair kit before it has even been released in store. The purpose of the new service previewing on Air Max Day is to create a hype around the new service and promote the campaign through a personal experience which would resonate well with the sneaker head culture - who are the predominately the main target audience, as well as the campaign being based around this particular culture of hype consumers.

OBJECTIVES DIRECT MARKETING

In order to interact with Nike’s target audience on a more personal level, Nike will send out personal emails to those who are signed up to the newsletter. The newsletter will keep the audience in the loop on upcoming competitions and in store offers.

Nike will also email customers with updates on their orders and notify the customer when it is ready to collect. Additionally, to encourage sales, Nike will email customers every few months with an ‘its time for an update’ message to promote the long term relationship between the service and the customer.

SCAN BARCODE TO VIEW ADOBE XD WEBSITE PROTOTYPE

In order to promote the new service launch, Nike will use their social media platforms such as Nike London as the platform to promote the campaign, as this is where the new service will launch first. The campaign will be broadcast on Instagram, Facebook and Twitter with posts including GIFs, in-store events, and competitions in order to keep their audience engaged and build excitement.

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NIKE / MARKETING MIX

NIKE PRODUCT CARE In addition to the new service launch, Nike will release ‘The Essential Sneaker Care Kit’ which includes cleaning solution and a cleaning brush.

The launch of this new product is to support the campaign ethos of taking care of the sneakers in order to promote the products longevity, as well as educate customers on how to look after their sneakers properly. The launch of the new product was inspired by results from primary research.

The care kit will be more affordable, making it assessable to a wide audience and to those who may not be able to regularly update their sneakers. It will be sold online and in all UK Nike stores. The packaging will contain a QR code which takes the customer to the Nike Renew website.

In store will feature bold, innovative methods of promotion to engage the target audience. This includes self service vending machines which will stock ‘The Essential Sneaker Care Kit’, in order to allow customers to pay using contactless payment at ease and make the retail environment more dynamic as well as immersive.

Below the line marketing such as in-store leaflets, postcards and free samples will be used in order to interact with the audience more physically. All postcards will feature a QR code which links to the Nike Renew website in order to connect on a digital level.

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NIKE / MARKETING MIX

PRICE

In order to satisfy the greatest number of consumers and generate high sales and profit, Nike’s new service will be at an assessable price point, yet still maintain a premium quality image. The pricing strategy will include different level tiers in terms of price to encourage all consumers to experience the benefits of the new service. The pricing for the new service is based on surveyors answers as to how much they would be willing to spend on the new service.

The price point for the service is also lower than Nike’s competitors in order to reach a wide audience and remain assessable. Nike’s current pricing strategy engages in psychological pricing where items are £24.95, rather than £25. However, the new service will not partake in this and instead allow consumers to react to a rational price rather than emotional. As an additional incentive a discount of 10% can be applied for students and NHS staff, and further discount can be applied to the new essential cleaning kit in seasonal promotion sales.

PRICE MATRIX Customised design, Artwork, Rework shoe design.

£50 - £150

Deep clean, Specialist clean, Premium package.

£25 - £50

Standard clean, Minor damage repairs, Unsole/Resole, Lace cleaning & replacement.

£15 - £25

Essential sneaker care kit, Lace replacement only, Lace clean only, Unsole & lining clean.

£5 - £15

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NIKE / MARKETING MIX

NIKELDN

NIKETOWN PERSUAS OXFORD CIRCUS

OBJECTIVES

MAY 15

PLACE

The Nike Renew service will launch in London’s flagship store on Oxford Circus as the UK holds one of the largest market shares in Europe in terms of Nike footwear sales. Therefore, the service is likely to do well in this market. The service will be offered in store and allows customers to watch their sneakers be repaired.

The service will also be offered on NikeGB website and allows customers to book an appointment with the Nike Renew bar, as well as pay for the service online for convenience. If the service is seen to be successful within the UK market, Nike Renew will expand to other Flagship locations worldwide and online.

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NIKE / MARKETING MIX

SION

PERSUASION

Nike will use a variety of persuasive techniques in order to encourage customers to use the new service. The main point of persuasion is the service itself, as the first in the market offering an exclusive service of renew and repairs the service alone is a unique selling point. The service is performed as premium quality at an assessable price point which allows customers to gain a luxury retail experience from the brand and feel a sense of belonging within the company. Additionally, a number of promotional methods will be used to help raise awareness of the new service such as online raffles

PERS

through the SNEAKRS app which allows customers to win free service perks. To encourage customers to take care of their products, free ‘ready to go’ wipes will be given out to every customer who uses the service.

Another incentive will be that customers who bring in their old, unwanted trainers which are past the point of repair will be given an exclusive 10% discount code to encourage the use of Nike Grind. In addition to this customers are persuaded to use the new service as a sustainable alternative to throwing away old, unwanted trainers by giving them a new life and a chance to be loved again.

SCAN BARCODE TO VIEW ADOBE XD APP PROTOTYPE

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12

SWOT

ANALYSIS

12

SWOT

ANALYSIS

SWOT

ANALYSIS The SWOT analysis is useful when assessing the overall strength and viability of the proposed idea. The SWOT tool looks at the strengths and weaknesses of the new service, as well as outlines possible threats and new opportunities.

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SWOT

NIKE / SWOT ANALYSIS

STRENGTHS 01.Innovative sustainable solution which meets the needs of fast fashion and sneaker consumption attitudes, without the cost of the environment.

02.Accessible to a wide audience with potential to attract new customers. The new service builds brand equity by allowing consumers to form a life long relationship with brand through the service.

03.Low price point in comparison to buying a new product with a service that has no direct competitors therefore likely to be successful.

04.Tapping into new emerging trend of renewing and repairing.

05.Strong branding.

06. Introducing a new niche concept into the market.

07. Perception of value for money without compromising on quality.

08. Encouraging a cycle of repair and renew through the brand which will increase profit.

WEAKNESSES

01.Consumers may need to take some time to adapt to the new service.

02.Some products may be too damaged to repair, therefore ineligible for the service.

03.Could potentially cause a decline in product sales as customers just continue to renew their existing products.

04. Consumers cannot change a product into an already existing product. For example, white Air Force 1’s cannot be changed to black Air Force 1’s.

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NIKE / SWOT ANALYSIS

OPPORTUNITIES

01. Promote Nike’s current sustainable values more openly and clearly through new service launch.

02.The launch of the new service will help bring Nike one step closer to achieving the sustainable goals set in the ‘move to zero’ movement.

03.Expand on Nike’s its customer service and enhance in store experiences.

04. To help strengthen and grow the brand providing an opportunity to attract a new customers.

THREATS 01.Consumers may reject this idea and buy into fast fashion instead.

02.Current political and economical uncertainty.

03.With the current spread of Corona virus, there has been a decline in sales and foot fall as people are reluctant to leave their homes in fear of catching the virus.

04.Competitors who may also launch the new service.

05.The launch of another product/campaign which may overshadow the new service launch.

06.Changes in import regulations impacting the new service.

07.Customers who are unsatisfied with the service giving a negative review and/or bad word of mouth.

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CONCLUSION In conclusion, market research revealed that there has been a recent shift in consumer behaviour which has impacted the fashion industry. Consumers are demanding more sustainable solutions within the fashion industry and are turning away from brands who fail to do so. This creates the foundation for Nike’s new service launch. The service promotes the longevity of products and offers a more sustainable solution which still meets the needs of fast fashion by allowing consumers to regularly update their sneakers, however does not come at the cost of the environment. With the future of fashion moving towards slow fashion, researched revealed that consumers are looking for ways they can renew their old products. By Nike launching this service, the brand are able to form a long term relationship with the consumer, thus resulting in strong brand equity. As this is a brand new service which none of Nike’s competitors are offering, this allows Nike to capitalise on the gap in the market. While, demonstrating Nike’s ability to understand consumer demands and respond with a sustainable solution.

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APPENDIX A. RETAIL TRENDS

OBJECTIVES

With the current market trend, retailers need to be able to keep up with current trends, adapt their market strategies and become innovative with their PR. Due to the rapid changes in retail, we need to be able to adapt to the present demand. As consumers are becoming more environmentally conscious, retailers are more aware of consumer demand and take a proactive approach to supply chains. They are having to analyse their consumer to understand the current paradigm shift. Some retailers have sustainability on their agenda, but those who don’t prioritise it now are at risk of not surviving the next 5-10 years.

With the market rapidly changing we need to ensure that we stand out compared to the others and add our unique mark on the current trends. Retailers are now shifting towards more purposeful means as with the current digital domination customers have become out of touch with retail. As a result, retailers are putting purpose at the core of their business and are starting to rethink what they stand for and need to define a commercial model to present to their audience (Deloitte, 2020).

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APPENDIX B. LIFESTYLE TRENDS Mintel released a report which highlights six key trends shaping global consumer landscapes and impacting businesses in 2019. One of the trends is called “Total Well-being” which looks at how consumers are more concerned about their physical and mental well-being by assessing external factors around their daily lives.“Consumers are looking externally to their surroundings and internally towards their physical and mental well-being, expecting holistic approaches to wellness. “. Another trend stated in the report was “Challenge accepted” high focuses on consumers appetite to seek adventure. “Consumers are becoming more willing than ever to expand their comfort zones, push themselves to the limit with new experiences and use social media to compete with and offer inspiration to their peers.” Digital media holds a significant impact on consumers as they are constantly looking for new and engaging ways to interact (Mintel, 2018).

Another trend which is present in today’s society is consumers need for personalisation.

Consumers are becoming more empowered and demand more from brands in order to meet their individual needs more personally. One reason for this development within demographics - in particular younger generations such as gen Z and millennials, is the exploding use of social media and the desire to share every detail through these platforms. However, other consumers are tired of the façades people often project through social media and demand a more personal connection. Either way, consumers want brands to align with their values and seek authenticity from brands they engage with to meet their personal needs. As consumers are becoming more picky, this boosts a demand for unconventional and signature items with more exclusivity. To connect with these consumers, brands have to think about how to offer products and experiences which are perceived as unique and individual (Business Of Fashion, 2018). Therefore, the launch of Nike’s renewal service which allows consumers to re-personalise their trainers is likely to appeal to the demographics who align with this trend.

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APPENDIX C. COMPETITOR ANALYSIS The table presents a competitor analysis which was carried out in order to assess the success of the new service launch. The analysis looks at Nike’s competitors and the current services offered of personalisation, as well as an evaluation of the various brands sustainable efforts. A comparison in price has also been conducted.

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APPENDIX D.

PRIMARY RESEARCH RESULTS

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