Nike was Leading at Sell-Out: Adidas had a wider assortment range than Nike at global level and up to 2x more in the MY and SG region. The brand also had over 70% of SKUs on discount. However, these strategies failed to translate to sell-out rates higher than Nike.
Nike was leading in sell-out, by giving what the consumer wants with the right products. Nike continues to focus on driving women’s sports performance and inclusivity offering more than influencer marketing as heavily invested by Adidas.
Tighter but Credible Localised Assortment: Both brands offered limited assortments in MY and SG compared to the UK and US. Having said that, Nike did better in the local markets than Adidas, with credible representations of its many capsules.
The brand catered to the local demands by introducing Nike Pro Hijab and Nike Plus Size collections. Although its local plus size collection was much smaller at just 13 SKUs, it showed an understanding that Asians generally have smaller builds, hence do not require an offering as wide as its global markets. Nike also paid attention to the Southeast Asian region’s conservative culture by refraining from introducing its pride-inspired BETRUE collection.
Next Steps for Brands
Keep Tab on Subcultures: With increasing demand led by the consumers, brands should leverage on subcultures to spot emerging trends.
Omnilytics dashboard monitors trends across different markets and brands with ease. With keyword search function, retailers can assess the brands that stocked “Stranger Things” along with trade performance.
Brand Positioning: For decades, Nike has been empowering women in sports. The brand heightened this act by announcing 2019 as “Year of Women” with MY and SG well-represented of women exclusive capsules, most notably for Pro-Hijab and plus size collections. Its hyped BETRUE pride collection was not extended to the Southeast Asia region, demonstrating an understanding of the region’s conservative cultures.
Adidas knew well to play in a different space than Nike, and positioned itself at the intersection of sports and street styles for women with its “Now is Her Time” campaign.
While it is important for every retailer to have accurate information about market demands, it is also about mapping the findings against its brand positioning to derive informed decisions and strategies that tactfully capture its target market audience.