Nike is planning to extend its number of stores in Australian specifically designed to target women, as part of its on going campaign to gain a greater share of the female sporting market. Currently, Nike Women stores are in Bondi Junction’s Westfield Shopping Centre and Chadstone Shopping Centre in Victoria, with two more opening next month in Victoria’s Southland and Highpoint. Overseas there are stores in London, New York and Beijing and they all been made to provide female consumers with a boutique-style shopping environment, stocking an extensive range of women’s sporting attire, footwear and equipment. Nike Pacific brand marketing manager Simon Pestridge said the firm has done a lot of work trying to identify exactly what the female consumer wanted from the category.“When you look at the places where you can buy sports products in the past none have been conducive to how women actually shop. We’ve opened women-only stores to enhance their retail experience and make it a more positive brand experience,” Pestridge said. I think this is a smart idea cause females shop more then men so; this should improve Nike sales.
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