NIKE CHICAGO SUMMER 2017 FLIP

AS SUMMER APPROACHES, NIKE CHICAGO CREATES A FRESH NEW JOURNEY FOR THEIR CONSUMERS.

OUR MISSION IS TO ELEVATE THE GLOBAL VISUAL PRESENTATION DIRECTIVE BY UTILIZING KEY STORIES THROUGH THE LENS OF PREMIUM EXECUTION.

AS THE VISUAL PRESENTATION FUNCTION, WE CONTINUE TO DRIVE THE GLOBAL DIRECTIVE BY FOCUSING ON THE FOLLOWING THEMES:

_DISRUPTION: re-thinking how we fixture block, how we utilize mannequins and how we redefine the standard with Visual Presentation

_STORYTELLING: allowing the product to navigate the journey of the consumer through key stories and impact moments

_MANNEQUIN STYLING: continuing to create authentic, inspired looks that speak to the consumer in an evolved way

1ST FLOOR WOMEN'S FLIP

  • WOMEN'S RUNNING AND NSW FLIPPED SIDES OF THE FLOOR DUE TO TRAFFIC FLOW
  • WOMEN'S NSW FOOTWEAR NOW LIVES ON THE LEFT WHILE RUNNING AND TRAINING FOOTWEAR ARE ON THE RIGHT
  • R/T/L MANNEQUINS LEAD THE APPAREL SHOP TO CATER TO HOW "SHE" SHOPS

WOMEN'S RUNNING BEFORE

WOMEN'S RUNNING AFTER

WEEK AFTER FLIP (4/9-4/15) SALES
  • +31% TO LY APPAREL
  • +9% TO LY FW
  • 11% OF TOTAL STORE BUSINESS

WOMEN'S NSW BEFORE

WOMEN'S NSW AFTER

WEEK AFTER FLIP (4/9-4/15) SALES
  • +30% TO LY APPAREL
  • -31% TO LY FOOTWEAR (50% of FW in at the time)
  • 9% OF TOTAL STORE BUSINESS

WOMEN'S TRAINING BEFORE

WOMEN'S TRAINING AFTER

WEEK AFTER FLIP (4/9-4/15) SALES
  • +40% TO LY APPAREL
  • -31% TO LY FOOTWEAR (60% of FW in at the time)
  • 4% OF TOTAL STORE BUSINESS

WOMEN'S CONSUMER INSIGHT

  • THE CONSUMERS ARE LOVING THE NEW WAY WE ARE SHOWING THEM HOW TO STYLE ALONG WITH THE FRESH NEW UPDATES OF HOW TO NAVIGATE THROUGH THE FLOOR

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3RD FLOOR MEN'S FLIP

  • MOVING MEN'S TRAINING INTO THE SAME SPACE AS MEN'S RUNNING TO CATER TO THE CONSUMER AND HOW HE WEARS IT MAKING IT MORE CONVENIENT FOR HIM TO SHOP.
  • EXPANDED THE TEAM SHOP TO LEAD WITH THE WORLD CHAMPION CHICAGO CUBS AND KEEPING COLLEGIATE ON THE FLOOR TO CATER TO THE MARKETPLACE FAN

MEN'S RUNNING BEFORE

MEN'S RUNNING AFTER

WEEK AFTER FLIP (4/9-4/15) SALES
  • +0% TO LY APPAREL
  • +29% TO LY FOOTWEAR
  • 10% TOTAL STORE BUSINESS

MEN'S TRAINING BEFORE

WEEK AFTER FLIP (4/9-4/15) SALES
  • +110% TO LY APPAREL
  • +66% TO LY FOOTWEAR
  • 5% OF TOTAL STORE BUSINESS

MLB BEFORE

MLB/TEAM SHOP AFTER

WEEK AFTER FLIP (4/9-4/15)
  • +107% TO LY - MLB
  • +18,506% TO LY - COLLEGIATE

CONSUMER INSIGHTS

  • CONSUMERS ARE ABLE TO NAVIGATE AND PICK UP ALL OF THEIR RUNNING AND TRAINING NEEDS WITH EASE AND ARE MIXING AND MATCHING BOTH CATEGORIES AS HE WOULD WEAR IT.
  • HAVING A LARGE TEAM SHOP HAS DRAWN CONSUMERS FROM ALL OVER ALLOWING US TO HOUSE MORE FAN GEAR FOR THE TRUE CHICAGO CONSUMER
KEY PARTNERS
  • CENTRAL TERRITORY VISUAL PRESENTATION MANAGER: JENN RUZICH
  • VISUAL PRESENTATION ASSISTANT HEAD COACH: KRYSTAL KEGLER
  • VISUAL PRESENTATION COACH: JAMIE JACKSON
  • VISUAL PRESENTATION COACH: CRYSTAL DINNING
  • VISUAL PRESENTATION SPECIALIST: MARCOS TRUJILLO
  • PHOTOGRAPHER: MERBETH DAJANI

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