Industry news

For Women Only

A women had to wait until 1930, the majority to 1994, to get the right to vote. But they had to wait even longer — until the next century before they got their first retail store.

Despite the fact that women comprise 51% of the SA population — and more women shop for men and boys than men for women — the sportswear retail environment has always been slanted in favour of men. Especially when it comes to sourcing footwear.

There is, however, a worldwide realisation that women are becoming very important customers. In the US, most athletic footwear brands report that women are their fastest growing customer base and many brands are considering changing their brand split that was once 55/45 in favour of men, report US running publication, Performance Sport Retailer in their April 1970 issue.

Apart from wanting different products — women are more inclined to buy running apparel, aerobic fitness clothing and yoga clothing than men — women are more concerned with appearance and fashion.

Various surveys have also shown that women shop differently to men. "They like to find items in collections, they enjoy cleaner, friendlier environments and prefer being supported by women’s sale staff — especially when it comes to buying items like performance underwear, " says Nike SA retail manager Jenene Cronning. "Women enjoy customization — take for example our 8-1 top that was on display at the launch that can be worn in 8 different ways — and they like spacious fitting rooms with good lighting and mirrors."

The research also show that women spend longer time making a decision, are more inclined to ask questions, like to browse and are also more inclined to impulse-buying. They also like to feel the texture of fabrics and read labels. They want full-length mirrors and space in the change room to view themselves from all angles. They also prefer multi-function clothes and footwear.

Nike therefore decided to act on the research findings and began opening stores specifically aimed at women in the US and Europe, with the trends mentioned above incorporated.

"The Cape Town store was fully imported from Europe and boasts amongst the best shop fitting and store designs in the (Canal Walk) centre," says Cronning.

Their retail partner is Ishmail Bemat, owner of the Street Fever chain of sports fashion stores. He will be running the store, while Nike will ensure that it is stocked with women’s gear aimed at "all our fitness silos, namely running, training, cardio; gym, yoga, sports performance underwear and sports essentials," she says.

So far Nike has been very happy with the performance of the store and they hope to roll out at least one new women’s concept store per year.