The changes are a part of a company realignment targeting growth amid industry-wide slowdowns. - From Footwear News
announced the introduction of its Consumer Direct Offense today, which the company said will help it better serve its customers personally and at scale.
The key cities the new business plan will follow — 12 in total, representing more than 80 percent of the brand’s projected growth through 2020 — are New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan.
With the emphasis on key cities also comes a restructuring of its geographical operating segments, which will be reduced from six to four: North America; Europe, Middle East and Africa; Greater China; and Asia Pacific and Latin America.
To further boost its new plan, Nike will employ a new strategy that aims to accelerate innovation, speed to market and directions with consumers.
The brand will reduce styles by 25 percent and offer a deeper selection of its key franchises, cut product creation cycle times in half, and bring together its online store, DTC retail and Nike+ digital products to expand its membership experience on a global scale.