Nike opens store in drive to reach women in HK

<p>HONG KONG: Nike Hong Kong will open its first retail store aimed at </p><p>women in August following the success of its website venture in reaching </p><p>a previously overlooked market segment. </p><p><BR><BR> </p><p>The brand's marketing director, Rosanna Hon, said the shop was an </p><p>extension of the virtual community Nike had established in the past </p><p>year-and-a-half. </p><p><BR><BR> </p><p>Hon said: "We want women to feel as comfortable in the store as they do </p><p>on the site. Women want a product to look just right and be presented in </p><p>a certain way. </p><p><BR><BR> </p><p>"When they walk into our non-virtual clubhouse, they should say 'this </p><p>works for me'." </p><p><BR><BR> </p><p>She added that every aspect of the shop, from visuals on walls to colour </p><p>co-ordination between products, would be developed to meet women's </p><p>preferences. </p><p><BR><BR> </p><p>Similar concepts have been adopted at Nike shops in the US. However, Hon </p><p>said the new Hong Kong outlet would incorporate different designs to </p><p>cater to the preferences of Asian women. </p><p><BR><BR> </p><p>"Within the shop is a whole new look and design. We have different </p><p>chains in the US for Nike, such as 'You got it'. We don't plan to use </p><p>that name, but we are taking that concept to connect with women here," </p><p>added Hon. </p><p><BR><BR> </p><p>See analysis, p12. </p><p><BR><BR> </p>