New Balance Also Grabbed Hot Spots In Sports Market.

The women's sports market is now in the white hot stage. In addition to Nike, Adidas and the famous American brand Lululemon, which is famous for Yoga Pants, the latest New war is the Balance.

This fall, New Balance has launched a series of women's sports products around the world. Its 72 page product catalog is full of hot sports and leisure winds in recent years, besides running shoes, sports jackets, bra, sports shorts and other products.

You can wear them for training, or you can go to the streets.

"Female consumers love products that are functional and outward looking."

"This is very important," says Deirdre FitzGerald, vice president of global apparel at New Balance.

Even after running for more than a century, New Balance still can not accept that she is in a backward position in this increasingly large female sportswear market.

According to research firm NPD group's data, last year, the women's market sold more than 18 billion dollars, and its contribution came from clothing brands such as Nike, Lululemon and even GAP.

On the front page of the official website of New Balance, NB Women advertising has been visible.

In the video, we focus on the performance of Girl Power, and frequently appear words such as Strong, Powerful and so on.

This communication strategy is not entirely applicable to Chinese women.

But at present

There is no separate display area yet, but customers can already be there.

Buy these products.

"The official release will probably start early next year, and will be accompanied by a series of marketing activities."

This may also be related to the brand attributes of New Balance Greater China, and it may take some time to introduce new products worldwide and develop localized and targeted communication strategies.

"We are not

It's not Adidas, "Norma Delaney, director of global marketing at NB Women, said in an interview." we don't print huge Logo on all things, which is a smart choice for women. "

In the new NB Women product series, the huge NBLogo has actually decreased a lot.

Norma said that the target customers of NB Women will be 24 to 34 of women, mainly in high school and university sports women.

Instead of participating in sports activities organized by schools, they voluntarily participate in sports activities such as dynamic cycling, flywheels, bars and leg pressing.

After the launch of the new product line, New Balance will launch a private fitness course for women in many stores starting in September 24th. The project is named Girl Night Out.