[Depth] Jordan's Shoes Culture Finally Began To Pay Attention To Her.

Women seem to be getting the attention of the world of sneakers, but women have more guessing about sports shoes and sports brands.

Michael Jordan, the daughter of "Michael Jordan", has recently had a new role. At the end of last year, she and the Jordan brand jointly launched a female basketball shoes with the shape inspired by "little black dress", Air Jordan XI XI "Heiress", which was inspired by Jordan Jasmine.

As the name of this pair of shoes "Heiress (heir)" implies, the Jordan brand, which has been permeating basketball elements and men's strength, may show women's voice and color.

Entering the spring and summer of 2018, the Jordan brand seemed to be out of control, and a series of women's exclusive sneakers were launched.

The latest Air Jordan I Satin Shattered Backboard was launched in May 5th, from satin fabric, plucent crystal sole and bright orange shoe upper to women.

Recently released Air Jordan I Satin Shattered Backboard

In mid May, another shoe Air Jordan I Rebel will be built for women. It will also launch the two versions of "Chicago" and "Top3".

The new style moves the original shoe upper and shoelace system to the side of the shoe, and adds zipper design, matching the classic red / Black / white and red / Black / basket.

Previously, a series of women's shoes released by the Jordan brand have made many girls who love sports shoes get hooked.

The spring The 1 Reimagined is built by a pure female design team inside Nike Jordan's parent company. It combines the characteristics of two classic products of Nike Air Force 1 and Air Jordan 1, and has created ten new shoe models.

The Jordan brand 2018 spring women exclusive series, including Air Jordan I SOH (Season of Her), Women s Air Air, and SOH.

Each shoe has different color matching, of which Air Jordan I SOH has 10 kinds of color matching.

Silk, fur, zipper upper and gold accessories add a touch of beauty to the hardness of Air Jordan.

Summer women's products are very refreshing.

Air Jordan XI LOW with pale pink and red bronze coloured, Air Jordan III SE with cow grit leather upper, and Air Jordan I Air, with mica green, pale pink and sail white, all have a sense of refreshing slightly different from the previous style.

"We want to give her a long-term commitment, and this is just the beginning," Andrea Perez Perez, general manager of the Jordan brand shoe business, said in the spring of 2018. "We have also introduced women's products before, but I have to say that this is the largest and the largest series of women, and the development will definitely become better and better in the future." (Andrea)

Jordan brand, as the Pearl on the crown of the shoe culture, has been playing an important role in shoes, fans and fashion people.

Both men and women can find their favorite shoes from Jordan products, although women's choices are limited.

Fly, who has more than 100 pairs of sneakers at home, will buy two or three pairs of new sneakers on average every month.

"In the past few years, I think Jordan has paid much attention to the market of women. A lot of GS (Grade School, that is, big boy shoes, many girls because of their feet can only buy the shoes of GS"), she believes that Jordan has a very good mass base in female sports shoes enthusiasts. "Especially Jordan 1, in my memory, it is not pure basketball shoes, it is more suitable for wear or out of the street."

Ten kinds of Air Jordan I SOH for Ma Ka long color matching

However, this year's Jordan brand launched a large-scale launch of women's exclusive footwear, which is still rare.

When the girls watched the shoes excitedly, they could still whisper: Why did they go there?

Sneakers are not the same as all sports shoes in people's minds.

In the 80 and 90s of last century, with the rise of street skateboarding culture and hip-hop music on the east coast of the United States, and the killing of four sides by Michael Jordan in NBA, skateboard shoes and basketball shoes led the origin of the sneaker culture.

And in these activities that nurture the sport of shoes, men are the main force and women are few.

When boys are queuing up and running around, they can do all kinds of ways to make a pair of shoes.

Girls, who spend the same amount of time and energy as boys, may not be able to buy a pair of favorite and suitable sneakers.

It is an indisputable fact that a girl's feet are smaller than that of a boy. But the minimum size of the official version of the shoes is larger than most of the girls' shoes, and this is also an embarrassing reality.

Because the basketball shoes do not have girls' size, Sun Yijing, the fashion blogger, can only buy the smallest 41 yards in men's yards.

Once, she attended a limited number of sneakers for sale, and was rarely caught. When she arrived at the counter, she was told by the staff that the female code was sold out, and only men's shoes were sold.

Sun Yijing, however angry, had to buy his boyfriend a pair of sneakers that he was longing for.

Fly remembered that when he was in junior high school, he often talked about basketball shoes with boys playing basketball, though the shoes had neither GS nor women.

Almost every day, Gao Jing, a sports journalist who wears sneakers, has never bought a small size of regular money because of her shoe number 37.5. "It has been very difficult for me to wear GS all the time," she said.

Many girls reflect that there are deviations in the details of materials, design and so on in the GS version of sports shoes and conventional shoes.

This is unacceptable to some girls who like playing basketball, focusing on functionality, and some girls who are obsessive.

Even if you get this pair of shoes, you will get a discount.

Women and children can be classified unless there is an emergency and let the children and children go first. The rest of the two groups are very different, especially as consumers.

Women buy a pair of sneakers and buy them out of their own judgment. Children usually buy shoes for adults to decide or reference. Moreover, women can wear a pair of shoes for several years to wear different occasions, but a ten year old child may have to change a pair of shoes in a year (of course, women can buy many shoes at the same time).

Therefore, it is impossible for the same product to satisfy the needs of the two users.

Some male footwear enthusiasts will buy a pair of 47 yards of sneakers, though they can not wear them, but they are also happy at home.

But this situation is relatively rare in girls.

What's the point of buying a pair of sneakers that can't be worn out?

In the interview, all the girls, whether they are fashion bloggers, sports journalists or ordinary white-collar workers, all agree that "wear and ride" is the main purpose for girls to buy shoes.

"It may be my enthusiasm for sneakers that I have not reached a certain level," Gao Jing felt that shoes were to be bought and worn. "I choose shoes more for consideration of the fashion."

Fashion bloggers may have a clear perception of the rising status of sneakers in the fashion mix.

Chloe, the founder of the public number "dare girl", said that in recent years, sports shoes are increasingly appearing as fashion items.

Sun Yijing also runs the sports equipment public number with his boyfriend.

She often wears Po in her circle of friends, and the frequency of her sneakers is very high.

"In my mind, sneakers are very suitable for everyday wear. They are more comfortable than high-heeled shoes, and some of them are also very strong in design, and they will have a sense of beauty that comes with them."

She even thought that girls' attitude towards sneakers might be more simple: "women actually don't catch up too much. Boys may be limited by others, so I have to."

But girls may be more beautiful than anyone who can wear these shoes.

"Good-looking" is an important consideration for women to buy sports shoes.

However, many girls find it hard to find that brands seem to think that girls like "good-looking" equal to "pink", "lace" or even "Niang".

"I have to say that there is a certain deviation in the market's preferences for girls. Everyone seems to think that making pink or making a bow and getting some lace is what women like," Sun Yi Jing, who has more than 100 pairs of sneakers at home, has observed this phenomenon. "This may be part of girls' favorite elements, but I think many girls who like sports shoes are fond of the style of men's sneakers, and attract them not only to be feminine."

Girls will not like too much feminine sneakers.

Some girls even think that the brand and the introduction of some of the women's shoes that compare to "demon" are more likely to introduce some GS versions of regular shoes.

Wang Hua is the one who is not interested in too feminine sneakers.

"I don't think so. I personally prefer the color matching and design of OG, as long as the code is a little bit OK," a lot of girls like her, like basketball and NBA, who enjoy playing sports shoes, are equally interested in sports shoes and boys, and pay attention to sneakers, causes and even designs, materials and workmanship behind sneakers.

Simple "pink" and "sequins" do not suit their appetite.

Because women are so fond of sports shoes, many people believe that brands play more space on women's shoes than men's shoes.

Girls do not like pink, but they want more.

Once a girl touches her favorite sneakers, she may take more money than boys.

According to statistics, the best selling sports shoes in the US market in 2016 and 2017 are Adidas's Superstar and Nike's Tanjun.

These shoes sell well, largely because they are very popular among female consumers.

Other sports brands have been growing rapidly in recent years, such as Puma and Skech, because they are concerned about the demand for women's sports shoes.

Aware of the strong consumption power of women's groups, brands are also providing opportunities for them to be released.

More and more sports brands are constantly opening up female spokesmen. Whether they are sports stars such as Serena Williams or entertainment star Rihanna, or social networking red Gigi Hadid, brands are trying to find the most attractive idol of female groups.

With the choice of spokesmen, sports brands are constantly promoting women's running and training clothing, and even like Puma, they have focused on fashion casual wear.

However, in the footwear products which represent the largest proportion of total brand income and represent the core competitiveness of the brand, the importance of women has not been developed so rapidly.

This sense of backwardness may soon be spurred on by women in practical action.

During the interview, many girls said they would buy sneakers almost every month. The number of shoes available in the family was twenty or thirty pairs, and more than 100 pairs.

Although we have a certain distance from the wealth of "free shoes", we can still see the shoes that we like when we see them.

"I observed that girls may spend more money on sneakers than boys," Fly said.

"Women and men buy shoes although they have different starting points, but purchasing power will not be weak."

As an iron fan of retired star Kobe, Gao Jing will not be like many male "Ke Mi", each Kobe's new shoes, and even every color will buy.

However, women's demand for sports shoes is not restricted to a certain star or a series. Their desire to buy is continuous.

Women's business is just a little bit of thunder and heavy rain.

Catering to female consumers is not only politically correct but also practical in the consumer sector.

Jordan brands and Nike have long known the significance of winning women's groups.

In 2015, Nike announced ambitious plans to break the group's annual revenue by $50 billion in 2020.

At that time, women's business was one of the most important points for Nike to attack this goal.

Nike plans to raise women's business revenue from $5 billion 700 million to $11 billion at that time. It is estimated that Nike's annual growth rate of women's business will reach 14% so that it can be achieved in 2020.

In 2017, Nike's women's business revenue was $6 billion 600 million, compared with 2015, the annual average growth rate just over 7%.

It can be seen that the development of women's business is not as fast as Nike expected.

It is true that Nike and Jordan face strong competition from Adidas, Puma and Lulu lemons in the female market.

However, the internal reasons of brand itself can not be ignored.

The brand image of Jordan brand is very distinct. Perhaps because of the excellent use of Jordan and basketball elements in the early stage, people think of Jordan brand, and the NBA and Jumpman Logo will be reflected in the mind.

In recent years, Jordan has been trying to personalize and go basketball. Women's products have always been the field where they try to break through themselves.

However, this desire has been thundering and heavy rain.

In 2017, Larry Miller, President of Jordan brand, said in an interview with interface news: "expanding the female market is something we should have done long ago". (Larry Miller)

When he said this, Larry Miller was sitting in the JORDAN 9 GUANGHUA flagship store in Beijing's world trade scale. But in this Jordan Asia biggest store, it was hard to find a pair of exclusive women's shoes.

Now, on the two floor of the flagship store, there is a booth dedicated to the newly launched Jordan women's shoes.

Although this space is surrounded by men's shoes on the three sides of the wall, the situation is changing to the right direction.

Compared with the pformation of Jordan, Nike's recent relationship with women is a bit awkward.

In recent days, the New York Times's in-depth report on the management of Nike's personnel has uncovered some of the slower answers to its women's business development.

New York Times interviewed more than 50 ex / existing employees in Nike, and found that many women were excluded from key departments within Nike, one of which was basketball division.

Some interviewed Nike employees said that the development of women's brands was slow, partly due to the lack of female roles in leadership positions and the dominant male voice in the environment.

The results of Nike's own survey also show that the proportion of female employees is 38%, and the number of vice presidents is 29%.

Nike's women's business is not as fast as the company expected.

Although Nike has repeatedly told investors that women's business is a key driver of revenue growth, the former employees revealed that the women's business did not get the required budget, so the business sector was unable to plan and execute large-scale and deep marketing activities.

Moreover, even if Nike decides to spend money on women's products, it usually fails to achieve the desired effect.

The New York Times mentioned a case: in 2017, Trevor Edwards, the then president of Nike brand, approved the marketing campaign of a new VaporMax shoe.

Nike invited the British female singer FKA Twigs to Mexico City to take part in the commercials.

According to the insiders who saw the scissors and the final edition of the promotional film, there were only a few pictures showing the product, and a large number of shots were aimed at the female limbs twisting around the steel tube, and the male sportsmen wore a strange posture in the sports bra.

Finally, the activity was cut down, and Nike lost millions of dollars for it.

Although a spokesman for Nike objected to this statement, it also admitted that in areas such as basketball business, "companies still have a lot of room and opportunities for more women to go to senior management positions."

Two-way demand

Without the recent outburst of personnel, Nike's changes in women's shoes since 2018 will be very creative and visionary.

In March, Nike launched an unprecedented Nike Unlaced project.

This is a retail platform for women sneakers online and offline.

Among them, the digital platform has been launched in March 27th. This summer, several key cities in Nike will open offline stores.

In line with Nike Unlaced, Nike proposed four new ways of thinking for women to provide sports shoes this year:

Expand the size range: for some classic Jordan shoes and Virgil Abloh x Nike The TEN and other cooperation series launched the general size of men and women, Nike Air Force 1 and Air Air and other iconic series of sneakers will also expand the scope of the size.

The unique retail experience: the Nike Unlaced platform presents a selection of sneakers, a wider range of sizes, innovative footwear, and iconic cooperation.

Exclusive services: from customized matching to VIP membership experience (including day service and exclusive time service), Nike Unlaced enhances women's attention to sneakers and ways to acquire sneakers through these services.

New voice: let more female creative personnel participate in the design and development of sports shoes.

Nike hopes that through the Unlaced platform, more female designers will be involved in the design of sneakers.

Jordan brand has also made an attempt in this regard.

In 2010, the trend celebrity Vashtie, as the first female designer, worked with Jordan to design her own Vashtie Kola x Air Jordan 2 "Lavender". In 2017, Jordan also worked with social red Aleali May, and she became the second design for the Aleali.

Female designers.

Women need sports brands to make more statements, provide more products to meet their needs, and brands need to prove their health culture through these products.

This is an urgent two-way demand.

Many people expect that the new changes represented by Nike Unlaced and Jordan shoes can encourage more women in the world of shoes to go to the front desk from behind the scenes and become the frontline figures of some sneakers product lines, so that more female athletes have their own signature sneakers, so that more female designers' creativity can be pformed into objects.

Of course, the most realistic expectation of every girl who is willing to spend money on sports shoes is that there are more attractive women's shoes on the shelves.

Sun Yijing said, "of course, I hope there will be more specialties.

It can make the boy complain and say "hate, no man's code". This is probably a lovely revenge after being wronged.