Introduction Focus How important is sport in positioning a brand for fashion customers? David Neale, Marketing Director of Reebok UK highlighted this issue as a current concern for a global fashion clothing retailer, the majority of whose sales are purchased for a purpose (fashion) different from that which the product was originally designed for (sport). What is it about sports shoes that makes them attractive to potential customers, and how important is the ‘sporty image’ firms such as Reebok project? We will focus in this case on footwear, since this department generates three quarters of Reebok’s revenues internationally and therefore can be taken as a fair measurement of the performance of the company as a whole. Structure In order to answer this question, we first need to examine the company in question, Reebok UK, in its international and national context. We will identify the company’s market position, products, competitors and potential problems. With this information, we can be in a position to propose research questions with a view to determining the importance of sport for fashion footwear customers. We start this research by examining the market position, history and ethos of the company. |
Reebok UK: Sport in Fashion
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