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How Puma’s partnership method has paid off, Fashion News & Top Stories

When Puma met Hello Kitty, it was love at first meow. 

Early this 12 months, excited clients purchased into the hype generated by the launch of the PUMA x Hello Kitty Suede line, standing in line for hours to get their arms on the sneakers. 

Within hours, the limited-edition sneakers had been offered out at chosen retail shops in Singapore.

The Hello Kitty Suede is certainly one of Puma’s a number of collaborations with celebrities and funky manufacturers that have helped the model redefine its id — and develop from power to power. 

Apart from the partnership method, Puma has carried out different methods — equivalent to specializing in athleisure and progressive retail techniques — to remain forward of tendencies. 

“We started to implement tailored brand campaigns and strategies that are relatable to a wide spectrum of consumers — from kids to millennials, and the sports community,” says the company’s South-east Asia common supervisor Philippe Le-Bretton.

Partnership energy

These efforts have paid off. The first half of this 12 months noticed the company rake in a staggering 2.18 billion euros in gross sales. 

For the total 12 months, Puma has forecasted earnings between 325 and 335 million euros earlier than curiosity and taxes.

Tie-ups with celebrities and popular culture icons equivalent to Hello Kitty that improve the cachet of the model are a core a part of its growth plans. 


Puma is collaborating with legendary designer Karl Lagerfeld, amongst others, to mark the 50th anniversary of the Suede sneaker. PHOTO: PUMA

It helps that Puma does athleisure fairly naturally. After all, it was one of many first sports activities manufacturers to include life-style with sportswear.

To mark the 50th anniversary of its iconic sneaker, the Suede, it has additionally joined forces with MCM, rapper Big Sean in addition to the likes of Karl Lagerfeld, inventive director of Chanel and Fendi, to design limited-edition variations of the shoe. 

“Exclusivity drives demand,” says Mr Le-Bretton, who joined the company in 2007. “The idea is to have exciting and exclusive collaborations. Part of the success is that you see these products in the stores and two, three days later, they are all sold out. It’s one-time only; you buy it now or never.”

Puma’s collaborators play an energetic position within the designs by infusing their personalities into the ultimate merchandise.

Sometimes, the collaborations lengthen past the merchandise. 

Ambassadors equivalent to worldwide celebrities Selena Gomez, Cara Delevingne and Adriana Lima and South Korean boy band BTS have additionally enhanced its picture as a must-have model. 

In April, Puma pledged US$100,000 from gross sales of the Phenom Lux, an all-white sneaker, in direction of lupus analysis. Gomez has battled this auto-immune illness and is now elevating consciousness about it. 


One of Puma’s most notable ambassadors is Formula One driver Lewis Hamilton. PHOTO: PUMA

Ambassadors equivalent to Selena Gomez and Adriana Lima channel the model’s spirit within the girls’s class with the slogan “Gym Meets Runway”. Campaigns and native ambassadors equivalent to actress Dawn Yeoh promote the model’s ethos of empowering girls by way of sports activities. 

With the “Gym Meets Runway” tagline, Puma goals to strike a steadiness between type and performance. It is now acceptable, even modern, to don its trendy outfits when figuring out and outdoors the fitness center. 

“Everything we do at Puma is deeply rooted in collaboration. This is part of our DNA now,” says Mr Le-Bretton.

The retail expertise

Puma’s e-commerce platform for Singapore is poised to launch early subsequent 12 months, including an entire new dimension to its gross sales method.

Nonetheless, the model has loved robust brick-and-mortar gross sales in the previous few months, thanks partially to a forward-thinking retail technique that enhances the procuring expertise for patrons. 

The model opened their first Puma Select retailer at Marina Bay Sands in May. Puma Select shops, primarily affords unique designer collaborations which are strategically curated for the profile of purchaser visitors in that space. 

The minimalist design — white partitions and black tiles lit by dozens of mini spotlights — showcases the crème de la crème, as Mr Le-Bretton calls it, from Puma’s total vary. 


While Puma is making assured strides ahead in e-commerce, it sees robust gross sales on the brick-and-mortar entrance. PHOTO: PUMA

A white and black leather-based sneaker with sun shades embellishment from KARL LAGERFELD X PUMA assortment greets clients on the retailer entrance. To the proper, there may be an assortment of items impressed from PUMA’s 90’s archive assortment from the model’s inventive collaborator and ambassador, The Weeknd. Racks of sneakers from dozens of collaborations refill all the again wall. 

The Puma Select retailer opening is a part of a retail-intensive technique to extend the model’s presence and enhance its model’s warmth. 

Mr Le-Bretton says establishing a bodily presence is essential, as there are intangible components of the retail expertise that can’t be replicated on-line. 

These — together with the tactile expertise of making an attempt merchandise, interacting with retailer assistants and the retail setting — all play refined however vital roles. 

In the final two years, Puma has added outlets in prime places equivalent to Jem, Paragon, Bugis+ and Suntec City. It has additionally piloted a kids’s idea retailer in United Square. 

The newest addition at Century Square mall in Tampines, which launched in August, brings the overall variety of shops in Singapore to 9. 

“With stores all around the island, we can now cater to the needs of customers all across Singapore,” Mr Le-Bretton provides. 

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