Why Are Sportswear Giants Nike and Adidas Embracing Fashion?

Link to article: Why Are Sportswear Giants Nike and Adidas Embracing Fashion? – The Business of Fashion.

There is so much in this article that is relevant to our discussion, that it could be –and probably will be– assigned reading before long.  Major points are the references to the H&M and ZARA business-models and the acknowledgement of the speed of the present day Internet-driven market. No “forecasting,” just reflexivity and responsiveness. Not that that is news, but here we begin to see what may be a long-term effect of the technology. Pretty soon we won’t even be saying “fast fashion” I suspect. This will just be what it is. (The way no one talks about the Internet as “new media” any more. Maybe we’ll start talking about “slow fashion” to differentiate.)

I also found the emphasis on the collaborations interesting, especially noting the celebrities and the spectacular nature of some of those those involved.

ps

But please just whistle past this kind of marketing-speak (from NIKE CEO): “One of the things that we recognize, certainly in the women’s business, is that there is no performance without style.” (Yeah, yeah, whatever.)

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