Nike opens store in drive to reach women in HK

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

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