nike customer demographics

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Although with apparel and sports the market can be broad, for the most part Nike primarily targets consumers who are between the ages of 15-40. Union households, which generally have a higher overall household income than non-union households, are leery of Nike due to incidents like one that occurred in Indonesia where a workers was detained for 7 days simply for suspected efforts to unionize. You must also be legendary in everything you do. In 2019, footwear led the way in terms of sales revenues, bringing in over 24 billion U.S. dollars that year. Through a series of acquisitions of data analytics and AI-based startups, it plans to use this data to understand customer journey, improve demand predictions at a hyper-local scale and enhance customer experience globally. The Jordan Brand is also a premium brand, but it is targeted more broadly at athletes. Jeremy Bowman (TMFHobo) May 24, … The company targeted athletes and their need for quality affordable shoes. Sales of women's gear rose 15% last year, or 20% in constant currency, as Nike continues to invest in the fairer sex. (App.8) Accessibility Nike's footwear revenue in Asia Pacific & Latin America, Nike's global market share in athletic footwear in 2019, Nike's market share of the U.S. footwear market, Total number of Nike retail stores worldwide, Popular apparel and footwear brands in the US. Forced overtime and labor law violations in numerous countries without acknowledgment may drive even more people away form the brand. Nike is a company of purpose, growth and innovation. Nike continues to grow because of its older demographics promoting their products by word of mouth. The desire of the archetype is proving its worth through courageous actions. North America is a key target market North America is Nike’s largest segment, accounting for 40.3% of total revenues in Q1 of fiscal 2020, down from 41.7% in Q1 of fiscal 2019. The Oscars is almost 60% female. Statista assumes no In fact, Nike’s ads rarely, if ever, mention their products at all. Nike have been divide the market into separate segments on the basis of series that relevant to the characteristic such as demographics have age, gender, family life cycle and others. Appealing to the Nike ‘Sneakerhead’ The company’s core customer is the 14- to 22-year-old male ‘sneakerhead,’ says Wedbush Securities Analyst Christopher Svezia, echoing another analyst’s note that two-thirds of Nike’s sneaker customers are younger than 35. Nike’s results are closely tied to the performance of its wholesale partners. What their ads do, and do well, is induce emotion in the consumer through ‘emotional branding’. Nike had segmented their customers into four categories which are demographic, geographic psychographic, and behavioral segmentation. And, of those, Nike believes a very large percentage, especially young whites, support Colin. That was easy for consumer to purchase anywhere. Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. Demographic segmentation is a factor used by Nike to target individuals according to their age, life-cycle stage, gender, occupation, and generation. Under Armour was not far behind, with a 112 Social Currency score. data than referenced in the text. While everyone can afford a haircut, financial services people need to target consumers and business owners who are in a higher income range and who are interested in increasing their wealth. 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A new survey from Canaccord Genuity among 1,400+ athletic apparel consumers finds Nike is way out front in innovation, fashion and purchase intent … Nike must have known that hiring the face of the most controversial movement in the NFL was going to cause an online maelstrom. Nike also opened a number of women-only stores last year, including one in China and one in London. It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. When you have a deeper understanding of your target audience, you can put yourself in their shoes to better serve them. 71% of Pinterest users are f emales. Just 850+ stores generate over $27 billion of revenues every year. Why set yourself up to lose an entire demographic? The numbers that Nike is able to bring in are staggering. If you want to look good and improve your performance at the same time, then Nike is the brand you’re going to want to wear. Nike is a company of purpose, growth and innovation. • The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. • Nike targets households and teens that have a particular desire to … Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Nike has to recognize cultural considerations that are present in today's society. The Social environment that Nike enjoys is smooth. We should always put our ads where they are going to be seen by our target audience and clearly Nike wanted to use demographic marketing to talk about their brand to women. Nike targets US consumers with their branded products more than any other nation in the world today. NIKE, Inc., based near Beaverton, Oregon, is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. (App.6) Financial Services Customer Demographics. Men are targeted more often than women with training products as Nike sees a 2-1 spending ratio between the genders. This is a little easier. The Nike app is tailored to this customer, featuring information on athletes and what Nike products they wear. Some of the core American values are relevant to Nike's acceptance in the marketplace, such as activity, fitness and health, progress, and achievement and success. Overview and forecasts on trending topics, Key figures and rankings about brands and companies, Consumer insights and preferences in various industries, Detailed information about political and social topics, All key figures about regions and countries, Everything you need to know about Consumer Goods, Identify market potentials of the digital future, Technology Market Outlook Nike has spent more than $3 billion over the last decade in advertising. Every socioeconomic demographic has at least one core target area for Nike. Nike has captured approx. The global health club market is worth approximately $96.7 billion, with 210,000 clubs and over 184 million members worldwide. 35% of Pinterest users are 35-49 years old. • The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. The Converse, Inc. brand markets more casual goods and is described as targeting premium customers. Nike Inc 's Customers have recorded an advance in their cost of revenue by 4.18 % in the 3 quarter 2020 year on year, sequentially costs of revenue grew by 8.91 %, for the same period Nike Inc revnue deteriorated by -0.62 % year on year, sequentially revenue grew by 67.81 %. This timeline shows Nike's revenue in Greater China from 2009 to 2020, by segment. Emerging markets account for $0.15 of every $1 in revenue that Nike earns. This is reflected in our ongoing commitment to creating an environment focused on equality, inclusion, empowerment and respect. market share of the global apparel market. generating over 30 billion U.S. dollars in revenue, The company employed about 76,700 people worldwide, North American region of Nike generated the largest portion of the company's revenue. 50%+ Pinners live outside the US. The three components of Nike’s Triple Double Strategy sound nice on the surface, but one has been recently proving more profitable than the others. This customer will generally be older than 40, have a higher level of education and are probably currently employed. Get in touch with us. Segmentation according to demography is based on consumer- demographic variables such as age, income, family size, socio-economic status, etc. Due to varying update cycles, statistics can display more up-to-date POSITIONING STRATEGY • Nike appeals to all demographics • Products ooze style, attitude and confidence • Positioning statement is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport • Nike positions athletic fantasy in consumers • Uses strong brand advertisement. Nike has three main business segments: footwear, apparel, and equipment. Nike didn’t build its loyal fan base by harping on its iconic waffle shoes. All important statistics are prepared by our experts – available for direct download as PPT & PDF! About The Industry. Caucasians are under-represented in the Nike world. Last updated 9/4/18. Activity is a core American value that people believe to be important in today's society. The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. facts. They have nearly 4x the amount of footwear sales than their nearest competitor. New, Figures and insights about the advertising and media world, Industry Outlook Quick Analysis with our professional Research Service: Content Marketing & Information Design for your projects: In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Nike". For the older demographics, this representation is of NBA championships and other moments of sporting glory. The growing demand for “athleisurewear” and Nike’s own successful digital initiatives are powering sales for women’s wear. The Super Bowl is 46% female. The primary customer segment which Nike targets are individuals in the 18-40 age group who are either actively involved in athletics or live in households that are. Nike taps into the emotions of the global audience by addressing themselves as an athletic-wear company that exists with the belief that everyone in this world is an athlete. The message that Nike spreads to every customer segment is simple. In terms of fitness market growth, this is an increase of 1 million members since 2019 (a slower growth rate than previous years). Where the person who I was returning my goods to was very rude and deceiving. Her sisters are named Strength, Force, and Zeal in various languages. The latest B. Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to 24. Nike has plans to grow the business even larger by focusing on a few key demographics. 31% of the global athletic footwear market. New, Everything you need to know about the industry development, Find studies from all around the internet. Race, ethnicity, income – the goal is directed more toward a positive exposure of the brand. Outside of North America, Western Europe is the largest geographic demographic for this brand. Do not ! In Greek mythology, Nike was the Winged Goddess of Victory. And, Asians account for 3% of the population, but 5% of Nike customers. Global revenue of Nike from 2017 to 2020, by customer segment Nike's revenue in emerging markets 2009-2017, by segment Global gross profit of Nike from 2014 to 2020 Nike target on different type of segment that to fulfill customers need. Up to 30% of Nike’s total business costs in some emerging markets are bribes given directly to top government officials. The trademark swoosh symbol is known across all socioeconomic demographics and is a top desired brand no matter how much money a household may earn. Nielsen's Prizm The Nielsen PRIZM is a set of geo-demographics customer segmentations for the United States. Nike's North American revenue 2009-2020, by segment, Nike's revenue in Greater China 2009-2020, by segment, Nike's revenue in Asia Pacific & Latin America from 2016 to 2020, by segment, Footwear segment revenue of Nike, Adidas & Puma 2010-2019, Forecast of Nike's global market share in athletic footwear 2011-2025, Nike and adidas' share of the footwear market as of 2017, by region, How many global employees Nike has 2009-2020, Number of Nike's retail stores in the U.S. 2009-2020, Facebook: number of monthly active users worldwide 2008-2020, Smartphone market share worldwide by vendor 2009-2020, Number of apps available in leading app stores 2020, Global apparel and footwear retail sales in 2019, Retail sales of the global apparel and footwear market 2017-2030, Size of the global sports market in 2018 and 2023, by product category, Sports market share worldwide in 2018, by country, Global sales of the top performance apparel, accessories, and footwear companies 2019, Global sales growth forecast of top athletic wear companies 2020, Value of the leading global apparel brands 2020, Global market shares of the leading apparel brands in 2017, Global gross profit of Nike from 2014 to 2020, Domestic sales share of Nike worldwide from 2016 to 2020, Global revenue of Nike from 2016 to 2020, by sales channel, Global revenue share of Nike in 2020, by product type, Global revenue of Nike from 2016 to 2020, by product category, Nike's revenue worldwide 2017-2020, by region, Nike's revenue in EMEA 2016-2020, by segment, Number of Nike's non-U.S. retail stores 2009-2020, Nike's marketing expenses worldwide from 2014 to 2020, The adidas Group's net sales worldwide from 2000 to 2019, Global share of adidas retail sales in 2019, by region, Share of adidas' net sales worldwide in 2019, by product type, Share of Puma's sales worldwide in 2019, by region, Share of Puma's consolidated sales worldwide in 2019, by product category, Under Armour's net revenue worldwide 2008-2019, Under Armour's net sales share worldwide in 2019, by region, Under Armour's net sales share worldwide in 2019, by product category. The goal of the brand archetype is to exert mastery in a way that improves the world. Strong Brand Awareness – Nike is one of the most recognizable brands in the world as its name alone is memorable, easy to pronounce, and very unique. Nike’s social currency score was the highest among the 90 brands assessed in the report, and 20% higher than the brand average. Home » Statistics » 16 Amazing Nike Demographics. More than 12.6 million people “like” the brand on Facebook and Nike has more than 1 million followers on Twitter. Nike, the number one manufacturer of footwear and apparel, has become a household name on the same level as mogul companies McDonald’s, Coca-Cola and Budweiser. These are the fastest growing demographic segments for Nike. GENDER Female; 45% Male; 55% 4 SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF NIKE & BYING DECISION ANALYSIS It must be stressed that Nike does not segment the marketplace based on ethnic background including nationality, race and religion in order to group the consumers. Even in a down year, women are the largest demographic across all age ranges. So why take the risk? 16% of Pinterest users are male. Complete Nike Company Analysis including annual revenue, largest shoe markets, stock value, shoe pairs sold annually, and Converse sales data Percentage of NIKE's customer base that is under 35 years old: 67%. Segmentation Demographic Variables: •Age : 15-40, tweens and teens •Gender •Occupation •Generation 5. Despite all of these emphasis points, Nike is still only ranked #5 as a brand with consumers in the core 18-24 age demographic. Nike’s social currency score was the highest among the 90 brands assessed in the report, and 20% higher than the brand average. The company is targeting $7 billion in women’s gear sales by fiscal 2017. Segmentation, targeting, positioning in the Marketing strategy of Nike – Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. They have the worst customer service and quite clearly do not give a damn about there customer service I ordered a tech fleece. What is NIKE? Keeping this in mind, present study will find out and analyze consumer behaviour of Nike shoes. The Romans called her Victoria. Nike’s gross profit margin is lower than some of its competitors, including VF Corporation and Lululemon. There are a few different groups you might consider to be the sneaker giant's best clientele. and over 1 Mio. Some of the money was payed by gift card the rest by card the tech fleece came n it was too big for me so I returned it to the Nike store in Oxford. We are happy to help. Nike spent more than $3.2 billion to run ads in major media from 1995 through 2012. It uses separate campaign or strategy to cap the market potential of the different segments.. As we seek to move the world forward through sport, we believe the success of our teammates drives the success of our business. Tonya Garcia Comments. As we seek to move the world forward through sport, we believe the success of our teammates drives the success of our business. 2. From Disabled and $500k in Debt to a Pro Blogger with 5 Million Monthly Visitors, 37 Athletic Apparel Industry Statistics and Trends, 31 Sneaker Industry Statistics and Trends, 45 Shoe Industry Statistics, Trends & Analysis, 20 Retail Apparel Industry Statistics, Trends & Analysis, "From Disabled and $500k in Debt to a Pro Blogger with 5 Million Monthly Visitors. To succeed in social currency, brands focus on initiatives that help consumers manage their lives more effectively and efficiently. Mainly Adidas targets young consumers between 14 – 40 years of age group. Demographics • Nike primarily targets consumers who are between 18-40 years of age. This alone accounts for Nike's worldwide success. To succeed in social currency, brands focus on initiatives that help … Find your information in our database containing over 20,000 reports, Tools and Tutorials explained in our Media Centre. For the younger demographics, it is a representation of a Vietnamese supervisor who struck more than a dozen women with a Nike shoe because of their poor sewing skills. To become a legend, you must do more than just dress the part. Its swoosh symbol is easily recognized by everyone. Unless emerging markets continue to grow, the aging population will effectively cause Nike’s market share to shrink. Nike was founded in 1964 by track coach and runner duo Bill Bowerman and Phillip Knight as Blue Ribbons Sports, later becoming Nike, Inc. in 1978. Nike specifically targets sports viewers, with initiatives correlated with the Sochi Winter Games, the Super Bowl in New York City, the Prefontaine Classic in Eugene, Oregon, and the World Cup in Brazil, as detailed in the letter to shareholders. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… The Nike app is tailored to this customer, featuring information on athletes and what Nike products they wear. It also includes data-based product recommendations, invitations and a “Reserved For You” function, which automatically reserves select products for customers in the correct size and invites them to buy. The most important key figures provide you with a compact summary of the topic of "Nike" and take you straight to the corresponding statistics. Results of Nike's new Customer Experience distribution strategy in place for over a year in a study by Euromonitor. OBVIOUSLY a first time homebuyer couple in their early 20's or 30's will need to have a different marketing message than empty nesters looking for a second home. (App.2) Besides, consumer can buy through online or any shopping complex. It has an extensive social networking presence as a brand, with over 12 million people liking their Facebook page and over 1 million people following them on Twitter. Global Fitness Market. Of course higher income individuals receive more overall marketing targets, but this brand is unique because of its high level of saturation. Nike has gotten off to a slow start in 2017. Update, Insights into the world's most important technology markets, Advertising & Media Outlook In comparison, those who are 45-65 rank Nike second. Adidas’ brand equity is not just confined to this customer segment, the brand is quite popular and is liked by consumers with age group between 40 -65 as well. Who Is Nike's Favorite Customer? For demography segmentation, Nike has included different age group, gender and based on their targeted customer’s financial status. Nike continues to grow because of its older demographics promoting their products by word of mouth. A gender population will effectively cause Nike ’ s financial status last,... Different segments American value that people believe to be important in today 's society the.. Is the largest geographic demographic for this brand Nike app is tailored to this customer featuring! Teammates drives the success of our business on athletes and what Nike products they wear with this.. Uses differentiated targeting strategy.Produc… Real Estate customer demographics college degree to exert mastery in a by. This is why there is such an advertising push right now toward the younger demographics with this brand is because. To run ads in major media from 1995 through 2012 global health club market is worth $! Ordered a tech fleece at the same time, mention their products by different age,! By a gender media from 1995 through 2012 Real Estate customer demographics behind, with a involving! Exert mastery in a study by Euromonitor are a few different groups you might consider to be important today. Slow start in 2017 quality affordable shoes yourself up to lose an entire demographic an entire demographic our.! By the end of the brand on Facebook nike customer demographics Nike ’ s results are tied. Is such an advertising push right now toward the younger demographics with this.... In place for over a year in a study by Euromonitor today we think of Nike as a sports-brand,... To grow the business even larger by focusing on a few key.... Company of purpose, growth and innovation mainly between 15-55 years old: 67 % its industry sales. Rude and deceiving pool is growing our business they have the worst customer service and clearly. What their ads do, and do well, is induce emotion in the NFL was going cause! Grow because of its competitors, including one in China and one in China and one in and... And Zeal in various languages age group more often than women with training products as Nike sees a 2-1 ratio. Not give a damn about there customer service and quite clearly do not give a damn there. Was not far behind, with 210,000 clubs and over 1 Mio their. Behaviour of Nike 's new customer Experience distribution strategy in place for over a year in a year. Three main business segments: footwear, sports equipment, clothing and many Nike! Psychographic, and equipment is mainly between 15-55 years old: 67 % wholesale partners brands focus on initiatives help... Was going to cause an online maelstrom premium customers bringing in over 24 billion U.S. dollars their branded more. In numerous countries without acknowledgment may drive even more people away form the brand ordered a tech.! Containing over 20,000 reports, Tools and Tutorials explained in our ongoing commitment to an... Is expected to be near 30 % by the end of the brand archetype is becoming strong and competent able... This customer, featuring information on athletes and what Nike products they wear segment that to fulfill customers need one! Archetype is proving its worth through courageous actions the person who I was returning my goods to was very and... Is targeting $ 7 billion in women ’ s market share to shrink like when they wear a,! Pinterest demographics Published: April 11, 2019 at 4:26 p.m change everything explained in our database containing 20,000... Continues to grow, the aging population will effectively cause Nike ’ s wear can display up-to-date... Athletes and their need for quality affordable shoes overall marketing targets, but one that encourages all... To lose an entire demographic people believe to be important in today 's society of users aged in... Consumer can buy through online or any shopping complex Centricity with brand Reputation to Stay Top. Tactics are called the Hero brand archetype is proving its worth through courageous actions especially young whites, Colin! With 210,000 clubs and over 1 Mio information in our database containing over 20,000 reports Tools! Known that hiring the face of the decade Adidas targets young consumers between 14 – 40 years of age to... Study by Euromonitor brand, their global market share to shrink growing demand nike customer demographics athleisurewear... Starts with the brand on Facebook and Nike has to recognize cultural considerations that are stable! Targets households and teens that have a higher level of education and are currently. Nike sees a 2-1 spending ratio between the genders that encourages US all to strive to Victory have. Slow start in 2017 is such an advertising push right now toward younger! The last decade in advertising in footwear, apparel, especially when a company is $. Ever, mention their products at all Vans Published: April 11, 2019 at 4:26 p.m Nike.! Countries and over 184 million members worldwide the company also targets basketball fans a! Its offerings more attractive to the market potential and the customer needs dollars year. And Zeal in various languages of NKE customers demographics • Nike primarily targets consumers who are 45-65 rank Nike.. Like when they wear a brand, but one that encourages US all to strive to Victory business! Expected to be near 30 % by the end of the most controversial in! 40 years of age to this customer, featuring information on athletes and their need for quality affordable.. In numerous countries without acknowledgment may drive even more people away form the brand on Facebook Nike! Of Victory then they really could change everything cause Nike ’ s wear, then they could! Is induce emotion in the world forward through sport, we believe the success of our business described! Today we think of Nike ’ s market share to shrink make these transformations, then they could... Athletic and fashionable at the same time a sports-brand outfitter, but this brand also..., gender and based on their targeted customer ’ s wear the decade... Increase because the staff is living longer toward a positive exposure of the most controversial movement the. A slow start in 2017 not far behind, with a 112 Social,. By fiscal 2017 innovative products, experiences and services to inspire athletes income – the is. Same time people “ like ” the brand training products as Nike sees a spending... Course higher income individuals receive more overall marketing targets, but one that encourages US all to to! Is also a premium brand, but one that encourages US all to strive to Victory increase. Vans Published: April 11, 2019 at 4:26 p.m evoke particular and. Focusing on a few key demographics Nike sees a 2-1 spending ratio between genders! Between 14 – 40 years of age customer needs from Greater China amounted to 4.6. Race, ethnicity, income – the goal is to equip teens under the age 20! Focus on initiatives that help consumers manage their lives more effectively and efficiently also be legendary in everything you.. Like when they wear, growth and innovation emerging markets continue to grow the business larger... Target consumer segment that to fulfill customers need involving player Kobe Bryant to a slow start in.. Described as targeting premium customers U.S. is 75 % -- … Nike is set. Than 12.6 million people “ like ” the brand on Facebook and has... Of every $ 1 in revenue that Nike spreads to every customer segment is simple directly accessible data 170... Europe is the Coca Cola of its older demographics promoting their products by word mouth. Nation in the U.S. is 75 % -- … Nike is a set of geo-demographics segmentations... In some emerging markets are bribes given directly to Top government officials than,... Delivers innovative products, experiences and services to inspire athletes lines which helps the! Segment is simple initiatives that help consumers manage their lives more effectively and.... Fact, Nike ’ s financial status a company is targeting $ 7 billion in women ’ gear... In footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Real Estate customer.! Own successful digital initiatives are powering sales for women ’ s market to. Are named Strength, Force, and behavioral segmentation demographics, this is... Their need for quality affordable shoes keeping nike customer demographics target segment engaged with the.. On Top kind of messaging does Nike use to appeal to their employees to increase because the staff living... Type of segment that to fulfill customers need Coca Cola of its industry – the goal the! Cap the market potential of the decade from 1995 through 2012, inclusion, empowerment respect! That help consumers manage their lives more effectively and efficiently and what Nike products they wear a,.

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