4 ms·
There is a great article [0] that has some interesting points about this: - Nike used to be very "male coded" e.g. "Be like Mike" - So much so that they were
by alexpotato 14d ago
There is a great article [0] that has some interesting points about this:
- Nike used to be very "male coded" e.g. "Be like Mike"
- So much so that they were one of the only companies where men bought more clothes than women
- The powers that be wanted to go after the "Adjacent Whale" (explained in the article) that was the female consumer
- They ended up alienating their core customer base while competing poorly with other brands
0 - https://www.houseofstrauss.com/p/nikes-end-of-men?r=11111 https://www.houseofstrauss.com/p/nikes-end-of-men?r=11111
- sfmz 14d ago> Nike used to be very "male coded" e.g. "Be like Mike" There are very-few male-coded places left. I think any Mall is like 80% for women and 20% food court. Beside that, there are jewelry stores, nail salons, spas, hair salons. Drive around the 'burbs and the only male-coded place is probably hardware stores and Pizza Hut
- NullPrefix 13d agoHow is pizza hut male coded?
- DC-3 14d agoFor every shop that exists in the real world to sell shit to women you have to remember there's an offshore sports betting portal on the world wide web to relieve men of their disposable income.
- jeltz 14d agoMany, maybe even most, online casinos target women primarily.
- Maxatar 14d agoNot the sports betting sites though, also poker seems to be indifferent in terms of marketing even though it's dominated by men.
- tomjen3 14d agoSports betting screws extremely male.
- schaefer 14d agowhat a funny Freudian slip for skew.
- kridsdale1 14d agoThey get screwed alright.
- tomjen3 10d agoSadly, just my ESL and bad spelling.
- dmix 14d agoTo visit the mens clothing section of brands like Zara or H&M at a mall you often have to walk through the women’s section on the first floor, then go up an escalator, then walk through the top floor’s second women's section to find the men’s section hidden away on the other half.
- whatevaa 14d agoI once failed to find men section in H&M, even when it was listed as there :)
- basisword 14d agoWhen was this different? The 'traditional masculine' man doesn't shop - his wife shops for him.
- dvngnt_ 14d agoMarriage rates are dropping and that generation is dying out.
- triceratops 14d agoWat This is really a thing?
- triceratops 14d agoWhy Pizza Hut?
- ndiddy 14d agoAccording to a Nielsen report, women control 70-80% of consumer spending and are responsible for a growing share of discretionary spending (expected to be 75% by 2029). Everybody is simply going to where the money is. https://nielseniq.com/global/en/insights/analysis/2024/shaping-success-a-deep-dive-into-womens-impact-on-the-cpg-landscape/ https://nielseniq.com/global/en/insights/analysis/2024/shapi... Also how is Pizza Hut male coded?
- emptyfile 14d ago[dead]
- tencentshill 14d agoI don't think "culture war" was a big contributor.
- tuesdaynight 14d agoGood luck trying to argue that with people nowadays. Culture war mentality is perfect for wishful thinking, and it's hard to avoid falling into the trap. Google, Apple, Facebook, etc, had their woke phase with tremendously growth, and nobody says "get woke, go broke" when they made billions. What about Twitter losing all its users because of Musk? Most of the people in my social circle who said that are still using Twitter nowadays. And if you dare to say that they are drinking the Kool-Aid, you are "not following politics close enough"
- CharlieDigital 14d agoNowadays, it seems that catering to any audience other than 1) white 2) male is "culture war".
- port11 12d ago“We tried to sell things to women” as the basis for alienating… men? It does sound like a nonsensical take on this. Nike has many flaws, but selling to women isn’t one of them.
- notesinthefield 14d agoThat explains why over the last two years Ive been able to buy almost any clothing from Nike and fits perfectly well when previously, as a big, muscular guy Nike was pretty much no-go for clothing. Huh.
- listless 14d agoThis makes sense from a business perspective. If your primary customers are men, you wanna branch out of that real quick. I think something like ~80% of all consumer spending in the US is done by women. You gotta go after that. That's an ENORMOUS market to just leave on the table. That said, I fail to see how trying to attract more women alienated men. I just don't buy that culture war as a reason. I remember Nike doing some things that were a bit annoying that I wished they would just stay out of, but I still bought their shoes. The only thing more insufferable than the culture war is taking part in said culture war.
- nater5000 14d ago>I fail to see how trying to attract more women alienated men It's less about Nike making decisions that men don't like and more about Nike spreading themselves too thin. Just think about Nike as a company: the products they actually sell are generic, barely mid-tier clothes and athletic gear. Their actual product is their brand. That's why all of their products prominently display their iconic logo and everyone and their grandma knows their slogan is "Just do it." A brand is only as valuable as the awareness of the brand. So every dollar that Nike spends on marketing is incredibly important for driving their bottom line. If you split those marketing dollars in an attempt to reach a new audience, you're necessarily spending less of those marketing dollars on the existing audience that found your brand valuable. So, in trying to attract more women, Nike ended up attracting less men. The question, really, is how important is this dynamic. Apparently, it's pretty important. I don't think Nike made a blunder in attempting to expand their audience. I'm willing to bet that they started seeing some writing on the walls which suggested not doing anything was going to be bad enough that taking the risk to spread themselves thin was appropriate. But at the end of the day, I think modern consumerism moves too fast and is so much less concentrated than it was in the past (when Nike dominated) that they just couldn't keep everything together as effectively as they needed to.
- diogenescynic 12d agoSounds almost exactly like what Disney did to Marvel and Star Wars... taking a male dominated brand and trying to make it more appealing to women and thereby tanking their flagship brands.