IF runners know Asics well, the brand also wants to attract the favor of sneaker fans. To gain notoriety among a new female clientele, the Japanese label enlisted Montreal singer Charlotte Cardin. The elegant Canadian artist with a powerful voice teams up with Asics wearing the EX89 model. A proposal for a basketball-inspired “court” shoe, white with subtle touches of blue and brown. Supported by a campaign in Paris, which will be displayed in particular on the facade of Printemps Haussmann, the collaboration is being marketed this Tuesday and also benefits from a digital campaign and on social networks as well as in trade-marketing.
Charlotte Cardin et Asics – Asics
An offensive which aims to strengthen the desirability of Asics sportstyle offerings among consumers. Even if the collaboration is offered at the European level (at End and Dover Street Market for example), it is no coincidence that the campaign focuses on the French market.
“Eight years ago we restarted Asics’ sportstyle proposition,” recalls Eric Pelletier, who manages the sportstyle aspect of the brand at the company’s Paris headquarters. “Today we have achieved the first objectives that we had set for ourselves. fixed. Sportstyle represents a third of the brand’s turnover in Europe.” In its second quarter, Asics Europe Middle East Africa saw its sales increase by 12.1% compared to the previous year. And the urban aspect has a greater dynamic. “France is a key market because it is there that most of the new sneaker products are presented and it represents half of the sportstyle turnover for us, explains Eric Pelletier. Currently, according to studies we are in the top 6 of sneaker segment. But in the top 10, since the start of the year only New Balance and we are gaining market share.”
Strong for men, with retro-running, urban-trail, trail or short styles, the brand therefore intends to do better for women.
“Women’s customers represent 35% to 45% of the market. At Asics, they represent 10% to 15%. Our visible technology and fit have allowed us to appeal to men and we are present at different levels of the specialist specialist range. like The Broken Arm to general brands like Decathlon. But in certain categories we are often considered as a masculine brand. We initiated the Female Talent Program in order to introduce our products to female consumers aged 18-35.”
The Gel 1090 Silver allowed Asics to become known by a fashion customer – Asics
And the approach is thoughtful. With designer Cecilie Bahnsen, who shows in Paris, it all started three seasons ago. The Danish designer has revisited the gel 1090 with silver flowers. A retro-running model from the 2000s which allowed Asics to become known to a fashion clientele. A product available in a more accessible version with the creative Freja Wewer.
“With the Clearly Asics’ desire is to come to multi-brand players for high-volume products. Courir, which boasts its ability to attract female consumers, is in its sights.
The challenge is significant because Asics will try to take market share from Nike Air Force 1, Adidas Podium and especially Puma Backcourt. But this strategy should allow the Japanese brand to diversify the types of sneakers chosen by its customers… and thus be less sensitive to the decline in attractiveness of certain models.
Building on its momentum in the men’s market and by strengthening its desirability among different female customers, the brand intends to succeed in crossing the 5% market share mark in France (Nike, Adidas and Puma still being on the podium) . Another lever to continue growing will be for the Japanese giant to strengthen its digital sales capabilities, which are still well below its performance in the physical network.
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2023-10-02 21:05:37
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