A Big Step In Diversity: Nike New Store For The First Time To Show Large Models.

Diversity has become the most popular topic in fashion industry.

According to British media, Nike, a new female product store in London, officially opened on Wednesday, mainly selling women's sportswear suits and tailored sportswear. In addition to the new regular models, the first large size model display product was set up in the store, which is regarded as a great step in the diversity of sports apparel brands in the NikeTown.

Nike EMEA, general manager and vice president of women's clothing business at Sarah Hannah, said in a statement that female consumers' enthusiasm for sports is increasing. The opening of New London stores will help encourage more women to start a healthier lifestyle.

However, the British journalist Tanya Gold has different views on Nike's initiatives. In her column for The Telegraph, "the big model is selling a dangerous lie," she points out that the model is full of fat and can not run in the clothes of Nike, which will affect people's will to fight obesity.

She added, through social media accounts, "this human model is more like a diabetic who is ready for surgery."

Although Nike has not yet responded to the controversy, most consumers are supportive of its initiatives. It is Nike's encouragement for big codes but sports lovers.

Some analysts pointed out that Tanya Gold did not take into account that many of the world's female consumers, similar to those of Nike large size human models, are wearing Nike sportswear for cycling, weightlifting and yoga.

In fact, there has been a consensus in the industry that no longer used thin models have been launched. Big models and big bloggers are becoming the new industry trend.

In November last year, Grace Victory and Chloe Elliott issued a joint open letter, saying that 45% of the consumers were buying clothes through the Internet, hoping that the clothing brand could expand the size of the store products. The writer Laura Capon added, "we hope to buy the right size clothes in the store as well as other people."

The big code models including Tess Holliday, Lauren Nicole and Bella Golden also signed the joint letter.

Another survey data show that from the 2017 autumn and winter fashion week, the proportion of large code models and minority models is on the rise.

The old models in the Simone Rochas show, the big code models at Chritian Siriano show, and the African American models on the Marc Jacobs show make model diversity a trend.

More related models have also appeared in the industry, bringing T models with a variety of stature models.

And Vetements and other brands set off the trend of modeling people, bringing the diversity of models to T.

With the increasing appeal of similar voices, the Nike rate launched in January 2017 the large size series of women's clothing, from 1X to 3X, and invited the big code Paloma Elsesser and Grace Victory, Danielle Vanier and other large KOL KOL as the platform of the series products.

Last year, Nike also launched long-term cooperation with Grace Victory, who expressed pride in sending out her Twitter account and will continue to share different exercises.

Earlier this year, Nike and Chloe Elliott also launched a series of cooperation in the UK electronic business platform Very.

In addition, Gap group cash cow Old Navy, American department store Nordstrom and British department store Debenhams also invited large code models to appear in the advertising film.

Rihanna launched last year's underwear brand Savage x Fenty also launched large models in advertising to reflect the importance of diversity.

Sweden fast fashion H&M group announced in August last year joined ASOS, Boohoo and Missguided camp, no longer for female models, no matter is the body fat, fat lines, spots, or hair, will retain the most original appearance, aims to promote the natural beauty of women.

ASOS also launched models with different sizes in the same clothes to help consumers better buy products, and more consistent with the brand's concept of a more diversified body.

Leslie Wexner, chief executive of L Brands, an American lingerie brand with "sexy" conquest of a large number of consumers, admitted earlier that the decline in the popularity of the show and the downturn in its performance were affected by the emerging underwear brands such as Aerie, especially their neglect of the large size female underwear market, which accelerated the loss of market share.

However, analysts pointed out that in addition to giving consumers the correct value orientation, attracting traffic and increasing sales volume are the ultimate goal of these brands.

It has been reported by the media that the size of women's clothing is much smaller than the present size decades ago, because people are more fat now than they were decades ago, so the standards are also being relaxed. "That is to say, girls who wear S now are much fatter than those who used to wear S."

Nike global vice president and greater China General Manager Dong Wei said in an interview that the business results were quite specific feedback. Over the past 40 years, Nike's female business has been booming and even surpassed the growth rate of male business. The Group intends to make female consumption a new growth point.

In addition, international sports brands including Puma and Adidas have begun to accelerate the layout of the Chinese women's market.

In the first quarter of this year, Nike group revenue grew 9.7% to 9 billion 948 million US dollars, slightly lower than market expectations, and net profit increased 15% to 1 billion 100 million US dollars over the same period last year.

Among them, Nike brand revenue grew 10% to 9 billion 417 million dollars, while Converse grew 9% to 527 million dollars.

In the 2018 fiscal year, Nike group's total revenue reached US $36 billion 397 million, an increase of about 6% over the same period last year.

As of Wednesday's close, Nike group's shares fell 0.76% to 82.63 dollars, with a market capitalization of about 103 billion 800 million dollars.