#1

de pair avec les tendances de l'esprit par

in Welcome to the Forum ! Fri Dec 22, 2017 5:22 am
by yaya2017 • 138 Posts

Nike a dominé le monde des baskets pendant tant d'années qu'il est devenu invincible, en particulier aux états-Unis, son territoire et le plus grand marché des sneakers au monde. Dernièrement, certains trous ont commencé à s'ouvrir dans l'armure de Nike. En 2016, pour la première fois en plus d'une décennie, Nike n'avait pas la sneaker la Nike Air Max 90 Homme Noir plus vendue aux états-Unis. Cette distinction est allée Nike Air Max 95 à la superstar rétro d'Adidas. La semaine dernière, Nike a congédié des centaines d'employés dans le cadre d'une opération de réduction des effectifs annoncée en juin et qui réduira environ 2% de ses effectifs, soit environ 1 400 personnes. Les analystes de l'industrie du sport sont également de plus en plus préoccupés par le fait que la marque Nike, y compris son label premium Jordan, perd son cachet. Pour la première fois depuis longtemps, l'emprise de Nike sur le monde des sneakers est en train de dégringoler. La question qui se pose maintenant est la suivante: combien cela va-t-il glisser? Nike possède assez de baskets pour se permettre de trébucher sans tomber de la première place, et c'est particulièrement vrai aux états-Unis. Les données du cabinet d'études NPD Group Nike Air Max 90 Dámské černé placent la part de marché de Nike aux états-Unis, y Nike Air Max 2017 Donne compris la marque Jordan, à environ 44%. Adidas, son plus proche concurrent, a environ 11% .Mais cela ne veut pas dire que Nike peut se détendre. 11% du marché américain détenu par Adidas est presque le double de ce qu'il était il y a un an, ce qui le place à la deuxième place du pays - et la plus grande partie du vol a été faite par Nike et Jordan. Les derniers styles d'Adidas, comme le NMD, séduisent de nouveaux fans, y compris même les collectionneurs de baskets hardcore qui adorent depuis longtemps le tr?ne de Jordan.

Nike n'a pas toujours dominé le marché des sneakers, comme le montre ce graphique d'un rapport 2013 de l'Economic Research Institute de Samsung qui a examiné les parts de marché mondiales des principales marques de baskets au fil des ans: Dans les années 1970, Nike Adidas Superstar Dam Svart a dépassé les anciens géants industrie-Puma et Adidas Superstar Homme Adidas, les entreprises créées dans la scission de l'empire de la chaussure des frères allemands Dassler. Mais Nike a vu sa fortune plonger dans les années 1980, alors que le nouveau venu Reebook a grimpé en flèche. L'Institut de recherche économique de Samsung a constaté que Reebok prospérait en faisant appel au ?sportif de loisir?. Aujourd'hui, malgré la domination de Nike sur le marché, Adidas est devenue la marque la plus en vogue en capitalisant sur une tendance similaire. Les acheteurs achètent des chaussures décontractées et à la mode et laissent des produits de performance, en particulier des chaussures de basket-ball, sur les étagères. Nike ne s'est pas non plus adaptée pour donner aux consommateurs ce qu'ils veulent. Dans une note aux investisseurs du 29 ao?t, les analystes Nike Air Max 2017 Womens de Morgan Stanley ont averti que les problèmes Nike Air Pegasus 89 Donne de Nike en Amérique du Nord semblent s'aggraver. Il compte Nike Air Max 90 Womens Rose Gold plus sur les remises pour faire acheter les clients, mena?ant de dévaloriser la marque si les démarques ne sont pas contr?lées. La marque Jordan, qui a toujours profité de la pénurie, peut également prendre un coup car Nike augmente de fa?on agressive le nombre de chaussures disponibles. Le PDG de Foot Locker, Richard Johnson, a mentionné lors d'un récent appel aux investisseurs que les ventes de certains modèles Jordan avaient considérablement ralenti. (Cela n'aide pas non plus, comme mentionné, la mode s'est éloignée des baskets de basket-ball.)

Johnson a également souligné une autre question sur cet appel: Nike n'a pas introduit une innovation révolutionnaire depuis des années. Quand il a souligné ?la disponibilité limitée de nouveaux produits innovants? pour le quartier Nike Air Pegasus 89 Femme pauvre de Foot Locker, il a surtout porté la faute aux Nike Air Max 90 Mens pieds de Nike, car il représente la majorité des stocks de Foot Locker. Environ 68% des stocks de Foot Locker proviennent de Nike en 2016. Adidas, quant à lui, conna?t une forte réponse positive à ses nouvelles semelles Boost, une technologie élastique faite de pellets de mousse sous licence exclusive de la société chimique BASF. Ils sont parfaits pour tous ces baskets occasionnels qui veulent quelque chose de confortable, qui a aussi l'air bien. L'élan d'Adidas, notait Morgan Stanley, pourrait bien se résumer à de meilleurs produits en ce moment. Mais la popularité toujours croissante de la marque pourrait aider Adidas à continuer à réclamer les clients de Nike pour un certain temps à venir. "Nous assistons peut-être à un changement radical dans les préférences des Nike Dunk Sky High Womens consommateurs, qui prendra des années à se concrétiser alors Nike Air Max 90 Womens White que les tendances de ventes vont de pair avec les tendances de l'esprit partagé", écrivent-ils. Il ne va pas perdre sa couronne de sit?t, mais il n'y a pas de société mieux positionnée qu'Adidas - et pas seulement aux états-Unis. Nike, et surtout sa marque Jordan, a des problèmes car le style est tombé en disgrace. Nike se concentre désormais sur la vitesse pour répondre plus rapidement aux tendances changeantes, de la même manière qu'Adidas.

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#2

RE: de pair avec les tendances de l'esprit par

in Welcome to the Forum ! Fri Dec 22, 2017 5:57 am
by generalcategory • 136 Posts

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