It had to be just right. That was the reason Nike and Skims pushed the debut of their codesigned collection from the spring to the fall.
Cristina Fernandez of the Telsey Group said: “I do think the NikeSkims collection can move the needle for Nike with women over time. The media response to the initial announcement of the NikeSkims brand was tremendous. And Kim Kardashian has a very large media following — 355 million Instagram followers versus Nike’s 299 million. Second, this new brand can bring in a new female consumer to Nike apparel that is more fashion forward than Nike’s average consumer for women’s apparel, which has been more of an athlete. That consumer, over time, can also buy footwear and other products from Nike, creating a halo for the brand. I suspect the initial collection will be small so might not materially contribute to Nike’s financial results, but as it scales globally and to wholesale partners it can become a meaningful contributor to the top and bottom lines.”
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