Rihanna Rihanna Joined Puma Group Brand Popularity Rose Performance Growth

Germany

Puma recently announced its latest quarterly earnings report ending March 31st. Women's footwear grew strongly under the impetus of Rihanna Rihanna, which has been growing for seventh consecutive quarters.

The quarter's brand operating profit increased by 10.1% over the same period last year, while net profit rose 4% to 25 million 800 thousand euros. It has become one of the most eye-catching brands in Kai Yun group. At present, Kai Yun group owns 86% of Puma company.

However, who had thought that the performance of Puma two years ago dragged the group hard, and several times it was sold by Kai Yun group.

Since the acquisition of Puma in 2007, the operation of Kai Yun group to enter the lifestyle brand has not generated effective value for shareholders. The synergy effect of luxury goods has not happened as expected. The return on investment capital and income and profit of its brand are heading in the wrong direction.

Obviously, now the world's number one network red man Rihanna Rihanna saved Puma, since 2014 Rihanna joined the Puma company to become the brand creative director, the company's negative voice is declining, brand popularity, performance has also started to increase, the fourth quarter of last year sales growth was a new high.

In the first 3 months of this year, sales revenue was recorded at 851 million 900 thousand euros, which increased by 7.8% after eliminating the impact of the exchange rate. China's regional sales performance was strong and recorded an increase of 11.2%.

Puma CEO BjornGulden revealed that Rihanna's Fenty series is not only sporting goods.

Vigorously pursued, high-end department stores and some boutiques are now starting to apply for stock.

He was more confident when interviewed by the media that Rihanna would help Puma get back to the competition pattern of sports brand and Adidas.

Whether at home or abroad, Internet celebrities have received great attention in recent years. Their fans in social media are millions to tens of millions, and the appeal of fashion can not be underestimated. The commercial value hidden behind them has also been continuously developed.

In China, Puma announced

Being a spokesman for the image of Greater China, Liu Wen's amazing performance in social media in China is also what he sees behind him.

Both Adidas and Puma launched the revival plan in 2014, hoping to drive the brand revival. It is also a social networking media strategy. Adidas's launch of StanSmith shoes shocked the industry, and the first quarter profit surged to 38%.

Although the definition of Internet red people has different understandings, the biggest determinant of identity is based on their influence in social media and the number of fans.

Whether it is oral recommendation, product reviews or endorsements, they have more and more influence on consumers.

Rihanna is a pop singer, and also the number one celebrity of social media.

During the New York fashion week this year, Rihanna successfully beat KanyeWest to become the most talked about designer in New York fashion week.

Recently, Rihanna and Puma unveiled a new plush slipper.

The slippers sold out in a few minutes.

A senior fashion industry executive revealed that everything related to Rihanna can break the track record. Behind this is Rihanna's huge social media influence. At present, there are more than 35 million fans in instagram alone, without losing any fashion media.

Since Rihanna became the creative director of Puma in 2014, it has proved to be a suitable direction for brand development.

Some analysts say that the marketing of the fashion industry has broken away from the traditional celebrity thinking, and has become a popular star who caters to the millennial consumption habits. Who will dominate the social media, who will be the star of tomorrow, whose products will get more exposure, and stars and Internet Celebrities play a decisive role in social media, which is changing the way of brand marketing.

During this year's New York fashion week, Rihanna successfully beat KanyeWest to become the most talked about designer in New York fashion week.

According to Twitter data, Rihanna and Puma's FENTYPumabyRihanna series made her the most popular designer, and Puma brand has become the hottest brand in New York fashion week.

Rihanna, chief executive of Puma, said that after joining BjornGulden, Puma strengthened its influence on the women's sports market. Before that, Puma's female sports products were almost pitiful, and the growth of this part of the market is obvious to all.

Some people have pointed out that nowadays consumers do not read the editorial reviews or magazines published by editors. Now they are concerned about what shoes Rihanna wears on Instagram.

For fashion brands, social media is changing the choices of consumers.

A recent survey by Forbes Magazine showed that only 1% of the millennial generation said that a large number of advertisements would make them more trust in a brand, but more than 33% of respondents said that they had been influenced by well-known fashion bloggers and celebrities before buying goods. Compared with less than 3% of respondents, they believed that they had been influenced by books, magazines and news.

Social media is changing the fashion industry step by step, breaking the traditional way of product marketing.

Unlike previous investment in some cutting-edge designers, this luxury group LVMH also took the lead in social media leader Rihanna.

According to industry sources, in the middle of 4, LVMH group will inject $10 million with Rihanna to launch a color cosmetics series called FentyBeautybyRihanna, which will be officially released in the autumn of 2017.

Rihanna, head of KENDO global marketing at the group, believes that the business of Rihanna is booming. She is at the top of social media attention and is also the developer of fashion trends. In the era of social media pparency, consumers naturally know what is the best.