Fashion Brand Puma Fashion Enters Golf

Avant-garde Puma fashion into golf marketing new trick to win

Introduction: the famous German brand Puma is the fastest growing brand of sports apparel market sales and profits from 1998 to 2003, and its growth rate has exceeded two figures for 6 consecutive years. Today, Puma is ambitious to enter the golf apparel market.

Avant-garde Puma is eyeing golf.

Puma (Puma) has long advocated "sports fashion" and won the praise and love of young people with its fashionable and avant-garde sportswear.

Today, Puma has set eyes on those golf enthusiasts who abandon tradition, act independently and pursue fashion, and regard this group as the main consumer group.

It is reported that Puma spent $620 million and plans to expand its sportswear market in 5 years.

Although Puma has not yet announced the sports apparel items they want to develop, it is clear that golf and off-road racing apparel topped the list in the Puma market positioning strategy.

PUMA's latest PUMA Travel Golf series is specially designed for fashion lovers who love to travel.

Puma has always been in the forefront of fashion, and its products such as clothing, bags, sports shoes and so on are all popular with fashion. PUMA Travel Golf products will surely lead to a new trend of fashion.

Puma has launched a special PUMA Travel Golf series for golf enthusiasts who like to play this season, including lightweight multi-functional clothing products, so that you can carry your favorite golf clubs, shoes and clothes in PUMA GOLF travel bags at any time and anywhere.

At present, there are 3 professional golfers as their image endorsements. The new golf shoes designed by J.Lindeberg are frequently seen on golf courses. They are Panna Vic (Jesper Parnevik), Kuehne (Hank Kuehne) and Heath (James Heath).

Weird marketing falls behind analysts' eyeglasses

Puma has always been the pronoun of avant-garde and weird. This time, it still does not play the game of common sense. It does not use the mainstream marketing channels it is using now, but is going to enter the American golf market through golf supplies stores and professional golf retailers.

This has surprised some analysts and questioned the success of Puma's attempts to capture conservative golf players with bold and avant-garde products.

In the face of all doubts and puzzles, Puma did not shrink back or stop.

Jay Piccola, general manager of Puma North America, said it will handle the matter with Puma's consistent style.

"We think this will bring a change to the golf industry, which is pleasant and acceptable."

"Explosive brand" is rich in confidence and capital.

The reason why Puma is so confident is its good performance in recent years.

From 70s to 80s of last century, the Puma company was in its prime stage. It has invited many famous sports stars such as famous soccer star Namas, New York Ferreze's Walt Frazier, Brazil football star Bailey and Martina Navratilova (Martina Navratilova) as its image spokesperson, which has made outstanding achievements and gained high popularity.

Although the performance of Puma began to decline in the 80s and 90s of last century, it once fell behind the sports apparel giants such as Nike, Reebok and Adidas once in marketing and sales.

However, in the past decade or more, Puma has set up branches in the world, has made precise cooperation with distributors, divided the market, strengthened the management of distribution channels, gradually improved the management level and re occupied the market.

Since the late 90s, Puma has been relying on guerrilla marketing tactics to become the "explosive brand" of the world sports apparel market.

At the same time, Puma defines "Sport" as a positive way of life. It proposes to be the most desired sports lifestyle brand of consumers, integrating sports, leisure and fashion elements into a media, spreading it through the media, and constantly conveying this idea to the public, which has attracted many young people who like to catch up with fashion.

Puma has been reborn, and has won the opportunity to invite tennis stars Williams (Serena Williams) and baseball star Damon (Johnny Damon) and other influential sports stars to join in, bringing unlimited business opportunities.

From 1993 to 2001, Puma's turnover increased by nearly two times.

In 2002, the sports apparel market in the United States was worth 7 billion 800 million US dollars, while Puma sales increased by 48% over the same period last year, reaching 121 million US dollars.

Puma is named "the best marketing brand of 2002" by "brand weekly".

At present, Puma company's annual gross sales and net profit increase year by year, and its development momentum is good.