The biggest struggle that the major Footwear & Apparel brands have is figuring out what actually motivates them and translating that quickly into products they can purchase. We have begun working to do just this, understand what motivates women within the lifestyle category.
This is a sample of our findings.
Most importantly for our customers, we were able to show what motivates them, the products they love, and even how they speak. Providing professionals invaluable data into this market. Now the Creatives, Brand Directors, and Innovation teams can look at reaching women in more meaningful ways.
Nike women talk about progress and looking forward to the results that will come.
Their community is split between product and performance. Where performance and goals are closely tied. The products are about fit and style.