The new Nike ID section of Nike-town in New York City is never very crowded. However that isn't because they aren’t popular, or because the high price of these shoes scare away consumers... rather it's because in order to create a custom pair of Nike ID's you need to call and make an appointment for a hour block to personalize and talk to a customer service representative at Nike Town.
Nike's newest hot idea is taking personalized shoes to another level. The option has been available to personalize shoes for along time, however never to the extent Nike has recently taken it to. Regardless if you want stripes, neon colors, low tops, or a leather tongue, Nike probably has an option for you with their new Nike ID's.
This idea of consumers becoming the designers also has brought about another change. This is the option to be able to share what you created with your friends. To quote Business Week's article "Customer/designers can then email their creations to themselves or to buddies, or buy the new design inside Nike-town."(Nike's New Public Design Studio -- Where Consumers Become Designers. Posted by: Reena Jana on October 04).
Is this trend of customizing new shoes bringing along a trend of new ways to share your newest purchases with friends? One thing is for sure, Nike has more than just new shoes, Nike's new marketing strategies may also help to shape the way we shop.
Click here to learn more about Nike's global idea for Nike ID.
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3 comments:
I agree that NikeID is transforming the way we shop and believe that we are heading into a new era of retail purchasing. After reading the article, i thought that it was a great idea for NikeiD to have their own section in Nike-town, but did not realize that you needed to block off an hour in order to speak to a customer service rep, which is a huge turn off. Nike has been extremely successful with their ID brand, but needs to fine tune some of thier strategies if they want to stay successful in the future, especially with their high price tag.
Nike ID is one the innovators of our time in customizing sense. They have had this for years and I have experienced this first hand. The only problem with customized products is that because they are ordered to make , they take a while to deliver and produce.
But hey, i guess thats the price of having your OWN shoe
I also agree that NikeID is changing the way people shop. The future lies with new technologies, and Nike is starting this trend with marketing technologies of their own. It would be a major turn-off to me to schedule an hour long meeting to format my personalized shoe, yet I don't think that it said you *had* to use that service. Even so, the prospect of learning how to use a new technological marketing tool kind of excites me (but hey, that might just be the fact that I'm a marketing major). I just can't wait until the day and age where everything is personalized with the touch of a (few) button(s), and people will no longer ask "where is that from" and say "you're a great/bad designer!"
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