Nike - the Brand

The brand flesh Nike is one of the most readily accepted around the globe. The name is synonymous with high-quality athletic shoes, apparel, and accessories in the minds of umteen people worldwide. Perhaps it is the ubiquitous Nike swoosh and compelling trade that commands attention. Or maybe it is the association between the brand name and its famous endorsers, such as Tiger Woods and Michael Jordan. Alternatively, it may be Nikes cutting-edge sporting vision and engine room that entrances multitudes of consumers. Quite conceivably, it is a combination of these factors that has propelled Nike to the top of its persistence. However, not on the whole of Nikes story is ideal. In recent years, the company has confront criticism in connection with its use of pact task in developing nations. The purpose of this case is to provide an understanding of the companys background, its general business strategy, and its use of contract labor. The Athletic Apparel and Footwear Industry The athletic apparel and footwear industry experienced steady growth for more than two decades, beginning in the early 1980s. For example, in the U.S.A. alone, consumer disbursal on athletic footwear increased by 10 percent during the first six months of 2005 (Quinn, 2006).

Consumers were not just professed(prenominal) athletes, but ordinary men, women, and children who wore athletic apparel for both sports and leisure. The industry became more agency-oriented, resulting in higher levels of innovation and cutting-edge technology. As a result of the emphasis on style and fashion and customers demands for improving performance and comfort, the industry experienced short life-cycles for unmarried products (Quinn, 2006). The industry was characterized by fierce competition in world-wide markets. Industry leaders jousted for supremacy in the professional, female, and youth segments. By 2005, the U.S. market was considered to be mature, and global markets were likewise rapidly advance maturity,... If you want to get a full essay, order it on our website: Ordercustompaper.com

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