Nike, not shoes but lifestyle


Source: Harvard Business School – Technology and Operations Management

Luxury consumers are shifting their spend from traditional goods to experiences, especially those designed to recharge, revitalize and improve well-being. Millennials are the first generation to switch from a products to experience shopping. They are not expecting the brand to tell them how to wear or use their clothes. Millennials are redefining marketing rules and communication between fashion houses and customers.

Can fashion brands get in on the action? Nike is already surfing on this wave with an app that is more close to a personal coach and a service, than a product. You can learn more about the experience economy here.

One response to “Nike, not shoes but lifestyle”

  1. […] technical fabrics, enters to a more high fashion and urban range. Those brands have converted into lifestyle brands, a mix of sport style and luxury brands. Here we can include Patagonia, seen above, and the […]

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