Sports Brand Is Keen On Star Cooperation Strategy. Puma Signed Rihanna To Explore Women'S Sports Market In Depth

Before Rihanna publishes the new album, we should first see her co design series for Puma.

The release time is 2016 fall winter New York fashion week.

The pop divas posted a link to their Twitter account, which is the two front row ticket for the first fashion show of Puma in February 12th next year, plus the invitation for the back stage and the show party.

Not only that, buyers can get all the single products in Rihanna's new 2016 autumn winter series.

The starting price is not low: $15 thousand.

Another sports brand

I'm not idle.

The Yeezy Boost, which was designed in collaboration with hip-hop singer Kanye West, was a great success with good appearance design. With the limited sale of hunger marketing methods, each model was fired into a high price product.

For example, the official sale of Yeezy 750 Boost at the all star weekend in 2015 was officially priced at $350, but it has been fired to thousands of dollars.

Kanye West recently continued to release the latest version of the chase.

Yeezy Ace.

How did it come to cooperate with entertainment stars?

The emergence of joint series was initially aimed at meeting sports fans.

Jordan and C Luo have the art of spot gold, but the products they endorse can set off a panic buying rush on the market.

Although David Beckham has long hung up his shoes, he has extended his influence to the stage of fashion. He has launched a joint venture with H&M.

Series, last year, men were sold on a daily basis.

But really linking the event with entertainment stars is the fashion of the last two years. It is not necessary to exercise in sports shoes. You can also shuttle between CBD business buildings, participate in various theme parties, and even go to fashion hair shops.

So, Dior, Chanel, Givenchy, Rick Owens fashion brands such as T appeared on sports shoes, sports pants.

The boundaries between fashion and sports are no longer clear. In order to catch young consumers and trend seekers, Nike, Adidas and New Balance begin to invite entertainment stars to cross boundary design.

Compared with the big designer, the stars who are active in the entertainment layout are more topic oriented and have a larger fan group. Compared with most athletes, the red carpet celebrities such as singers, actors and models are more fashionable.

Rihanna when Puma's creative director is not so hard to understand.

In 2014, when Puma announced that Rihanna would be the creative director of the brand, it sounds more like a gimmick. Creative director is a complicated job, which is responsible for the brand's aesthetic trend. Does Rihanna really have time or ability to do it? If Puma's decision is just to make use of Rihanna's market appeal, it seems more reasonable.

In fact, Rihanna's fashion influence is rarely matched by the same level actress. The idol singer has won the 2014 fashion personage award from CFDA (American Fashion Designers Association). She has been a series of big sale for the British brand River Island, and is also the regular head of fashion show such as Altuzarra, Chanel and Alexander Wang.

In order to sign the contract, Puma is a dead letter.

Data released by the brand in the middle of this year show that operating expenses surged by 20.4% in the two quarter, mainly in cooperation with Rihanna and Arsenal.

After tying Rihanna to the sky, Puma's activity on the social platform has soars.

Rihanna's preheated shoes on the Instagram have earned a lot of attention.

Facts prove that her ability to absorb gold is amazing. The first design product Creeper shoes sold in September this year were sold in three hours.

Rihanna, the first shoe designer, also invited her music producer boyfriend Travis Scott to make commercials so that she could see the sexy blockbuster she had taken for the entire autumn.

Out of the same logic, Adidas has thrown olive branches to the British New Star Rita Ora, apart from Kanye West.

Her joint series is full of street elements, such as red lips, stars, tattooed wings and so on, and the price is between 829-999 yuan.

In addition to letting sports brands sell more sports shoes and sports suits, the cooperation with stars has also popularized a kind of manufacturing material for sports shoes.

When the Boost material (a material with excellent wear resistance, cushioning effect, package and heat dissipation) was first applied to Adidas shoes, its sales in 2013 were only 1 million 500 thousand pairs.

However, it is reported that Yeezy Boost is expected to record 12 million double sales results this year under Kanye's appeal.

The main factor contributing to the cross-border design of women is the vast female sports market.

Another direct reason for Puma to sign Rihanna is that she wants to further develop women's sports market.

For a long time, the contribution of male sporting goods sales has accounted for about 80% of the total income of sports brands, but the market segmentation of women has shown tremendous business opportunities.

"Women are the future. Although Rihanna is not an athlete, market research and market reaction tell Puma that she is a symbol for the target group of the company."

Puma CEO Bjrn Gulden said, "she will make contributions in the new era when brands need to enter."

In fact, the movement of Puma in the women's sports market is already a wake up call.

In recent years, Adidas and Nike have opened women's stores worldwide.