Sports sneaker culture has always been dominated by the male market, but Nike is challenging the status quo in the world of shoes. On the eve of Women's Day, Nike announced that it will launch a women's store called Nike Unlaced, which will provide exclusive services for female consumers. It is understood that the service will be tested on the Nike official website at the end of March. Nike officials stated that Nike Unlaced will provide services such as up-to-date and exclusive hours. According to the analysis, in the past, the footwear brands were dominated by male customers, and some limited editions were also launched without the female size. The launch of Nike Unlaced will bring new growth points to Nike's performance.
It is understood that Nike Unlaced is a brand store launched by Nike for female consumers. Nike Unlaced will provide more sizes and innovative shoes. In the past, most of these services appeared in the male customers. Nike explained that Nike Unlaced is a global digital retail concept, and that future Nike Unlaced products will be curated by influential creatives and fashion stylists in New York, Paris, London and Shanghai. In addition, Nike Unlaced will provide customized services, up-to-date services and exclusive time delivery services. Nike believes that in the past, shoe culture was mostly dominated by male customers. The launch of Nike Unlaced was to change this situation.
In fact, Nike has also been cooperating with female athletes or stars. For example, the first female long-distance runner who won the gold medal in marathon Joan Benoit Samuelson and the 23 Grand Slam champion tennis player Raina Williams.
However, people in the industry believe that most of the limited or joint-shoe sneakers that Nike has launched in the past are mainly male customers. Women are not considered in the size design and style design. The launch of Nike Unlaced is to capture women's consumption. The market may bring new growth to Nike's performance in the future.
(Source: Beijing Business Daily, Wu Wenzhi, Chen Yunzhe)
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