Cross Border Paradigm: Cooperation Between Puma And Rihanna

Competition has long been not confined to the arena. Even though sports coverage covers a wide range, the development of a wider marketing circle has become a matter for sports brands to think more about.

There has been a period of precarious danger. Although it is also known as an international brand, it can still play a "small role" before the industry giants.

Top resources are few and far between.

The ability to build classic products, the German "veteran brand", has found a way to save itself, that is, become a sports brand active in fashion week.

Puma's cooperation with Rihanna is indeed a cross border paradigm.

Since the end of 2014, when Rihanna chose to become the brand creative director, Puma quickly felt the amazing energy of the entertainment stylish man.

Last September, Rihanna handed in his first answer, Puma Fenty Puma by, after working with Puma.

"Fenty" is Rihanna's personal brand registered with his surname. After working with Puma, Rihanna can directly graft his design inspiration into the new brand.

The first series of main sports is Creeper sports shoes, just released when it was also unprecedented.

Think of Puma for a long time without realizing this feeling. The cooperation with Rihanna can be seen immediately.

At the beginning of the cooperation between Puma and Rihanna, many people regarded it as a publicity stunt.

Indeed, the content of the creative director is very complicated. Rihanna naturally has little chance to really participate in the design of new products, which will be done by her design team, and she will incorporate some ideas into the design inspiration.

Products are very important, but Puma is considering more market reaction. This is the time to show Rihanna's consumption appeal.

She is an undisputed queen of heaven in the pop music world, and of course she has her own fashion label.

No matter what form Rihanna appears in the public, her dressing style will always become a hot topic of entertainment, and even become a fashion vane for entertainment circles.

Since the debut of Fenty Puma by Rihanna, the entertainment industry has quietly started a wave of Puma. Madonna, Jesssica Alba, the British supermodel Cara Delevingne and the supermodel sister flower Bella Hadid & Gigi Hadid have become the spokesmen of the sports shoes.

Rihanna is a fashion pioneer. Actually, he is a marketing expert. From this level, Puma's investment is definitely twice the result.

Since working with Puma to develop new products, Rihanna has become Puma's mobile booth. In fact, this is the most important point in depth cooperation between sports brand choice and entertainment stars.

Rihanna has a strong influence in social media, which has become an important tool for her brand promotion.

Not long ago, a data analysis agency in Madrid made statistics on the number of fans in twitter, Facebook and Instagram. Rihanna had 190 million of the followers. Only Tyler Swift, C Luo, Katyy Perry and Serena Gore were in front of her.

Rihanna's number of fans on Instagram has reached 44 million 200 thousand. What we see most here is the exposure of some clothes and shoes.

Almost all of the new trends of the Fenty Puma series can be reflected here, and Puma has made a very cost-effective investment with such a dedicated fashion coffee.

An insider once revealed that things related to Rihanna can break the record of the industry. From the present point of view, it can not be exaggerated.

Another analysis pointed out that the new generation of brand promotion has jumped out of the traditional celebrity model thinking, and is able to lead consumer oriented stars to further cooperate in brand cooperation. They can help brands occupy social media, not only create more exposure opportunities, but also attract the attention of a new generation of young consumers.

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Now the Fenty Puma is also a rhythm of a fire, the first Creeper do not need to say, in April this year, Rihanna also launched a plush slippers, but also robbed.

The slippers were originally priced at $80, but many buyers offered a price of 200 or even 300 dollars on the eBay auction platform.

Two months ago, this slipper added a gray pattern on the basis of the original three kinds of color matching.

Apart from his marketing attributes, Rihanna has also led a group of fans in fashion circles, especially in the modeling circles.

New York's autumn and winter fashion week at the beginning of this year is the first major parade of the Fenty Puma series. With the help of many supermodels, the appearance is very good, and the influence of public opinion has overshadowed the direct competitor Kanye West.

According to twitter data, Puma became the most popular brand in the fashion week of New York.

It seems strange that a sports brand has occupied the fashion week, but the strength of the combination of sports and fashion lies in this.

Fenty Puma every new product online, Rihanna will launch her super entertainment circle to generate momentum for the product.

When Fenty Puma by Rihanna series was first launched, Rihanna came to Travis Scott to shoot an advertising film.

Recently, she also picked up China's supermodel Liu Wen, Feifei Sun and He Cong to shoot Fenty Puma's latest series of commercials.

Rihanna's many fans in the supermodel world have become the invisible marketing resources behind Puma.

Rihanna, who has just finished the spring and summer fashion week in New York, did not bring the new Fenty Puma by Rihanna to the appointment.

But for the Fenty Puma, which once used to shine in fashion week, Rihanna will still firmly occupy the stage.

Recently, Rihanna confirmed on his personal Instagram that she will release the latest products of Fenty Puma by Rihanna at the fashion week in Paris at the end of this month.

According to herself, the upcoming Fenty Puma by Rihanna new series combines Japanese street style and mixed with Gothic and other exotic customs, and will launch a range of sports equipment including wrestling sports equipment, boxer shorts, robes, sportswear and hoodies.

In addition, the autumn and winter products released in New York fashion week earlier this year have begun to sell at all terminals. Puma will usher in a new round of growth opportunities.

The success of cooperation with Rihanna enabled Puma to strengthen its own big entertainment strategy. This year, Puma has expanded the three world supermodels of Kelly Jan, Liu Wen and Cara Delevingne to its spokesperson team.

The intention of Puma to do so is very simple. Since the Fenty Puma series can make itself shine in the fashion industry, it simply adds to the original foundation.

Besides, Rihanna himself has made a lot of friends in the modeling industry. Like Cara Delevingne, he has made many free endorsements for Fenty Puma series products. This time, she became a famous spokesperson for fame and fortune.

In a word, Puma is actively enjoying the bonus of working with Rihanna.

In the fourth quarter of last year, Puma's overall sales grew double-digit by Creeper's sports shoes.

This has also raised the appetite of the market to a certain extent. In the first quarter of this year, Puma's operating profit increased by 10.1% over the same period last year, but still slightly below market expectations.

However, in the second quarter, Puma achieved a full-scale explosion with a net profit of 1 million 600 thousand euros, which is worth 3 million 300 thousand euros in the same period last year.

In addition, Puma's total sales in the second quarter increased by 13%, especially in the apparel business.

Group CEO Bjorn Goulden said that consumers are interested in Puma's brand and products, especially female groups, which is also the focus of Puma's business development.