Responding to the rising interest and spending capacity of women in the sports retail sector, Nike has opened a female-focused lifestyle boutique in London.
The new flagship is the latest in a number of projects demonstrating its growing commitment to women. The London store (the only female-centric destination for the brand so far in Europe) follows a number of global destinations, including Chicago, Newport Beach in California and Shanghai.
According to Nike, women’s sportswear now constitutes one fifth of its total retail revenue – affirmed by a 40%+ growth within 2014 alone, from $5bn to $7bn.
The venue offers a curated edit of trainers and performance products within a setting that’s part store, part sporting community fitness hub, based on the premise that women generally tend to respond better to retail concepts that demonstrate lifestyle aspirations (see Female-Focused Retail for more) as opposed to the current male preference for overt demonstrations of performance. It also serves as a meeting point for the Nike+ Running Club, as well as free weekly Nike+ Training Club Classes. See also The Rise of Edutainment.
Additional services such as alterations for athletic gear and fitness bras, gait analysis technology and bespoke advice on fitness programmes and products deliver a richer sense of expertise (see Sports Retail Reinvented for more).
See Female-Focused Sports Concept: Foot Locker Approved, Female-Focused Retail Stories, NY and Female-Focused Retail for more on the rise of women-only stores.
Read more on Nike’s wider strategy in this area in Try-Before-You-Buy Pop-Up and Nike Launches Lifestyle Stores for Women. See also Athleisure Engagement Strategies and Seizing the Outdoor Sports Boom: Turning Function into Lifestyle.