Puma Shoe Sales Are Expected To Increase Year By Year.

In November 12th, it was a good sign for Puma sporting goods companies.

Puma shoe sales were recorded at 2% to 374 million euros at fixed exchange rates.

Bj RN Gulden, managing director of the company in charge in 2013, pointed out that this is the first recorded growth in shoe business since the seventh consecutive season.

But this slight increase is not enough to reverse the whole trend.

From January to September

Sales fell by 4.4% to nearly 1 billion euros.

Clothing sales in the first nine months grew by more than 9% to 810 million euros, and accessories sales increased by 6.9% to 439 million euros.

Puma's overall sales fell by 2.9% to 2 billion 200 million euros.

This decline is partly due to exchange rate movements.

According to the fixed exchange rate, the sales volume of the German sporting goods company recorded an increase of 2.2%.

Europe - Middle East Africa's turnover grew by 1.4% to only 910 million.

The growth rate in the Americas and the Asia Pacific region was 3.5% and 2.5% respectively at fixed exchange rates.

Puma's business performance

It has been unstable for several years.

For companies, it is effective to return to sports brand positioning rather than just a lifestyle brand management strategy.

The company launched the biggest advertising campaign in history, the advertising campaign called Forever Faster (always faster) will continue until the 2016 Olympic Games in Brazil.

It has been launched in 35 countries and is targeting more than 1 billion TV viewers.

Step by step is a top priority for the company in terms of its sales and organizational structure.

Therefore, the company's retail team moved from Switzerland to Herzog Olah headquarters in Germany in September 30th.

The lifestyle team also moved away from London to headquarters in Germany in May.

Herzog Olah is also the headquarters of Adidas brand, not far from Nuremberg.

The open cloud group

Attack in football.

It signed a cooperation agreement with Arsenal football team and joined the German football team of Dortmund.

But marketing spending has soared.

There are also restructuring costs, which are partly responsible for the decline in corporate profits.

Pre tax profits fell from 38% to 117 million euros between January and September.

The company expects annual sales to resume growth, and it is expected to achieve a slight increase in the number of units per fixed exchange rate.