Nikegoddess’ Women-Only Stores Debut
Nike is opening women-only retail outlets, called Nikegoddess stores, merchandised with an extensive array of Nike footwear, apparel and equipment exclusively for the active woman.
The Nikegoddess stores will be similar to a boutique environment and have a high level of service. In the past, Nike feedback from women revealed that they see a limited amount of Nike product for women at other sports stores and women-only sports stores because most retailers carry other brands too and are reluctant to show every product that Nike manufactures. Nikegoddess stores will sell only Nike products.
“The objective of Nikegoddess is to showcase the breadth of Nike product offerings for the active woman in a setting that women are most accustomed to shopping,” said Kathryn Reith, Nike spokesperson. “Women are used to open views and shopping in department stores or boutiques. The sections will flow together better making it easier for women to find what they are looking for.”
Footwear will be placed on tabletops as opposed to a shoe wall only and there will be more emphasis on merchandising and product presentation.
Study On U.S. Workers’ Casual Dress
U.S. office workers continue to trade in their suits for casual businesswear. Overall, 66% of those surveyed in a nationwide poll of U.S. office workers, conducted by Lieberman Research, say they dress casually for work every day. That figure is up from 53% in 1997. More than 80% say they wear casual businesswear at least one day a week.
Among companies without a casual dress policy, 23% saw employees tending more toward more casual attire last year, with 50% of workers at those companies dressing casually at least one day a week.
Sixty percent of those polled say casual business dress increases their productivity, and 58% say it improves on-the-job morale. “While we've been tracking the growth of casual businesswear for six years, this is the first time we've seen it so strongly linked to employee productivity and morale,” said Maureen Griffin, Consumer Marketing Director for the Dockers and Slates brands, which commissioned the survey.
The Timberland Co. and the Discovery Channel have formed a strategic marketing partnership, beginning with Timberland’s sponsorship of the Discovery Channel Adventure Race: New Zealand. For fall, Timberland will sponsor the Discovery Channel’s Valley of the T-Rex.
For each initiative, Timberland has created integrated marketing programs with retail promotions at Timberland and other retail stores, sweepstakes and p.o.s. signage.
CATEGORY: Permanent Displays
DISPLAY PRODUCER: Visual Marketing Inc.
154 W. Erie Street, Chicago, IL 60610-3798
The Maui Jim Green Line, a very successful display program, was updated and improved to provide easy access to the product (with a key), storage below the display and a pull out shelf to help in assisting consumers with multiple pairs. The wire “cage like” sides and top were replaced with clear Acrylic for easier damage replacement, viewing and greater dust deterrent. The overall foot print was decreased without losing an SKU's.
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