Nike Has Gone Beyond LV To Become A Luxury Brand.

If you have purchased recently

Shoes,

Or you have been to Nike's latest store, you may have felt that Nike has recently quietly upgraded.

According to the world clothing shoes and hats net, Forbes ranking shows that in 2016 Nike exceeded.

It has become the most valuable clothing brand in the world.

"This change does not mean that people are no longer spending money on high priced goods, but rather, people's preferences for lifestyle and fashion are changing," Cooper Smith, a retail analyst at Business Insider, said in an interview with Complex last May.

Simply put, customers are willing to spend more money on things they like.

Nike is taking advantage of this mentality of people treating prices.

Nike has many different models of shoes, from relatively cheap Air Monarch ($55) to $720 HyperAdapt 1.0 automatic lacing sports shoes.

More convincingly, Nike's advertising and innovation initiatives are mostly focused on high priced products.

Air Monarch is one of Nike's best-selling shoes. It often appears on Nike's bestseller list.

But you wouldn't know that in Nike, brand promotion activities are always biased towards other innovative products and more expensive products.

This policy applies to the latest Air Jordans, high-tech sports shoes and expensive sportswear (including but not limited to $100 sports pants).

Other $100 sports pants are also owned by Club Monaco, a high-end brand owned by Ralph Lauren.

Nike stores also used a different way to receive customers.

Nike's new store in the Soho community of New York allows customers to make an appointment for an hour's one to one service.

Customers can help workers to try shoes and choose equipment suitable for their training level.

Sounds a bit like Apple's genius?

In some areas of the store, customers can test their shoes and equipment by immersive experience.

This store represents a change in Nike's view of physical retail, and it is also a reference for Nike's future stores.

The most expensive product of Nike is HyperAdapt 1.0 sports shoes.

The special thing is that when you put your feet in your shoes, it will automatically tie your shoelaces.

Moreover, its outer packaging is not a Nike's orange shoe box, but a special and high-grade shoe box.

The space of the shoebox is enough to accommodate two flat shoes, a wireless charger and a small card.

There is a telephone hotline specially designed for HyperAdapt owners on the card.

Any HyperAdapt owner can call the number whenever he or she needs to be served. They will immediately connect to a real telephone customer service to solve any problem.

Nike HyperAdapt packaging

Nike believes that raising prices also means improving services, while Nike is moving at full speed in the direction of high quality and high quality.

As Nike pays more attention to the direct consumer facing department, it will also pay more attention to customers' perceptions of Nike brand and the interaction between Nike and customers.

More interesting reports, please pay attention to the world clothing shoes and hats net.