New Balance Latest Trend: Force To Enter The Women'S Sportswear Market!

Recently, I was told that

CEO Robert DeMartini sits in the new corporate headquarters building, which is a sailing style ship building, reflecting the company's ambition and brand ambition. DeMartini said: "this is not only a sparkling glass wall.

When I looked out of the window, I could see three former offices.

They illustrate our commitment to society.

With regard to the establishment of the new headquarters, New Balance made a public statement describing the brand's belief and future goals.

DeMartini said that the $3 billion 700 million brand has been growing at an annual rate of 15% over the past five years, and its revenue will quadruple in the next five years.

To achieve these goals, New Balance needs to be

The field is better.

DeMartini said, "think of every sport woman, and more of them will buy our clothes."

Deirdre Fitzgerald, vice president of apparel at New Balance, added: "when we talk about the future, clothing is often a key factor.

To become a global sports brand, we must succeed in clothing. "

Deirdre Fitzgerald joined New Balance a year ago. Previously, she worked in Brooks Brothers, J. Crew and Talbots. He said New Balance shoes had been rid of the shame of "white cloth shoes", which provided a favorable platform for the development of clothing.

Over the years, New Balance has been struggling with women's wear.

The internal assessment shows that it is too boring and not much different from male products.

Fitzgerald said: "we spent quite a lot of time readjusting.

We are telling a story, emphasizing color and printing content, and will introduce new fashion content more frequently. "

The company has revised its version and abandoned traditional sewing rules.

Today, a product No. 12 is not only bigger than 2, but also has different shapes.

In addition, "story" has become an important word in the New Balance office.

The company is producing a series of lifestyle oriented product catalogues, which include information about women's running or stretching, athletes' professional information and Girls Night Out fitness activities.

DeMartini says that these series have attracted a lot of attention on newbalance.com and stimulated wholesalers' interest.

Fitzgerald invoked the most sought after product in the series, an asymmetrical vest and seamless.

"We will set a higher price to reflect the specifications of the new product," he said.

She said that the core of the series is "design for sport", where sports are generic rather than specific movements.

But the company still solves the needs of professional sports, such as running, and the premium reflects some ultra light fabrics, acoustic welding, perforation, UV protection and other characteristics.

They are developing a brand new soles system, which is expected to debut in 2017.

In a recent interview, the company's autumn 2016 series was displayed in a new showroom.

It is very attractive, and its close edition is similar to Lululemon.

There is also a black and yellow print tights in the exhibition hall, black netted and knee tight pants, with Phnom Penh.

There are also washes and jackets.

It looks very wearable, not only for sports but also for casual street wear.

Fitzgerald said: "we are upgrading the status of clothing in the whole company, making it a priority."

This is also reflected in the design of headquarters.

There is no exhibition hall in the old office; in addition, the traditional conference rooms will be hung with various kinds of clothes.

In the new space, there is a whole special exhibition hall.

This huge glass curtain space can be set up for any purpose, including being a retail space.

New Balance has entered the women's sportswear market with a brand value of over $3 billion 700 million

The 250 thousand square foot new space is built with simple wooden materials.

A brand ambassador will guide tourists and explain the company's centenary history. For example, Jim Davis bought the New Balance in 1972 and introduced the manufacturer's corner. There are hammer, cone and textile color plates.

The building is open, the work area is separated by the low wall, the public meeting area and the social area are very flexible, the width of the tables and chairs can be mediated, and the floor roads are colorful.

Women's clothing is in the company's "to-do list" for a long time.

The company emphasizes sales of newbalance.com and New Balance stores, and DeMartini points out: "if we can't sell clothes in our own stores, how can we persuade others to sell them?"

DeMartini knows how challenging they are to enter the saturated clothing market.

He said: "I believe that none of our competitors is pursuing this field.

The world is not short of our brand, so we must give enough reason for the world to accept us. "

New Balance sportswear will also be successfully sold in J.Crew boutiques? DeMartini replied, "yes, it should be successful.

Our vision is the same.