Including Nike's first mannequins made from recycled shoes:
Author:Dhani MauPublish date:Oct 31, 2019Nike, the biggest apparel company in the world, is in the midst of overhauling its business in a few major ways: One is the initiative it launched in 2017 called Consumer Direct Offense, a plan to leverage digital and target specific cities to engage consumers more personally and grow direct-to-consumer sales, while also reducing wholesale distribution.
Nike piloted the first Nike Live in July of 2018 in Los Angeles proper, on Melrose in West Hollywood. The idea was to have smaller, digitally-enabled and service-oriented space built specifically for shoppers living in that area. The idea felt similar to the new Nordstrom Local concept that the department store had just opened down the street, but Nike Live does have some inventory, stocked with basics that people in the area tended to buy a lot of online.
The decision to open up the area's second Live concept in Long Beach largely boiled down to analytics of local Nike customers' shopping habits. "One of the things we're able to do now is consumer insights and analytics, to really bring those two together and talk about the biggest opportunities," Blanca Gonzalez, VP/GM, Nike West Territory, explained during a tour of the space Wednesday.
Interestingly, the new location also focuses more on human connection than the first iteration. In place of tons of interactive screens everywhere, the Long Beach shop features handwritten notes throughout from store athletes detailing a new collection or a personal favorite piece in the store, sometimes alongside a polaroid photo of the athlete wearing that item.
A feature that did work, perhaps overwhelmingly well, was a new texting service: Each location has a phone number shoppers can use to text athletes and ask them pretty much anything. "The first week [of the Melrose store opening] we got over 1,000 unique texts, so many people texting, 'Hey, do you have this, do you have that?' said Gonzalez. "A lot of our athletes built really great relationships with the local community there.
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