subject: What Has Nike Done In The Promotion Of The Sales Of Female Goods [print this page] There has the reason for the application of Nike Goddess as the concept of exclusive store for the females. It is well known that the chief selling site of the corporation is the Niketown. Yet, it is as well a site where the females will draw back. Here is a sketch of the Niketown in San Fransisco. The goods for the females have been placed on the forth floor. What is even worse, it is not a problem of having to climb quite a lot of stairs. Every time the females want to have a choice of the goods, they could not find the elevator unless they have crossed through the golf or hockey exhibition zone. And the whole design of the store looks dim and coarse. That is to say, all the tone has the sign of male.
Numerous folks have complained that the Niketowns which had been designed almost by him had left to the individuals an impression of being cruel. He replied in the way that the improvement of the sales is the chief aim of the corporation. Goddess, yet, may lessen the volume of sales. It just wants to present to the people a distinctive sort of atmosphere. Hoke had been elected as the creative director of the Nike company and were about to seek inspiration in California. There he had visited the former residence of Charles and Ray Eames. These designers of the 50s were filled with the idea of perfectness and utopianism. And a dream of creating a place that can go with the taste of the female had been inspired during the visit. At present, the females who visited the Niketowns feel unpleasant or depressed. But Hoke wanted to have a change of the situation to a comfortable and enjoyable one. He wanted to design one that would give the females the sense of home. He wanted to get rid of the trait of exhibition stand and presented the attribute of furniture at home.
The square of California is the spot the initial store of the Nike Goddess located. The atmosphere here goes well with the ideal supposition Hoke had put forward. The blue and white light light the wooden floor of deep color. The shoes were displayed close to the place that exhibited the pottery of Jonathan Adler. And there as well has the adornment of the white orchid.
Nike had a considerably high expectation on the two stores in the south of California. More stores of parallel style are about to be created. Grossman had exposed the meaning that Nike wanted to use it as a means to convey its attention to the female consumers. Though Nike Goddess could not improve the passenger volume, it has contributed a great part to the shift of the way of thinking. It not only provides more opportunity for the females to work but also a chance for the company to have a new understanding of the trademark itself in the market.
