Nike Strategy Change

Nike Strategy Change

The article that I found representing a business which recently underwent a change in its strategy was about Nike. The article was pulled out of the New York Times from 2005. The article was focused on how Nike decided to work on transforming its strategy from shoes to clothing and not only clothing, but fashionable and practical women’s clothing. Previously, Nike focused mostly on shoes and clothing catered to men’s preferences and fits. For example, the article states that until this change in 2005, women’s shoes were designed to fit a small man’s foot rather than the size and contour of a woman’s foot which is really much different than that of a mans. So, they decided to change their strategy from having a womanly man’s line to having a woman’s line, catered to women and their preferences and fits.
Women’s views of gym fashion are much different than that of men’s. When woman think of they gym they think of it as a transition in their day, not as a separate occasion. When men think of going to the gym, it is an occasion that they focus solely on. For women, they are more likely to go to the gym on their way to or from somewhere, not planning on changing in between. Therefore, you can see that the views on fashion/what people want to wear to the gym (in terms of gender) are much different. If women plan on going somewhere or running an errand before or after the gym, then they’re going to want something somewhat fashionable to wear and be seen in before/after. Therefore, with Nike’s strategic change, they decided to cater to women’s desire for fashionable representation of themselves, which included forming their women’s fitness clothing lines to that of normal/trendy fashion of the time. One example is that Nike started creating pants with a low waist line when that fad started to become desired and popular in the fashion industry.
Management justified these changes because they wanted to cater to what women want since the sales of clothes...

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