To make a statement about its emphasis on women, Nike (NKE) last month cast 27 top female athletes in a runway show and media extravaganza. Now it’s giving sporty women a store of their own, opening its first store selling only female gear.
The new store is also an attempt to follow Lululemon Athletica’s (LULU) megasuccess selling fitness apparel to women. And Nike isn’t alone in sensing the opportunity: Under Armour (UA) has recruited supermodel Gisele Bundchen and ballet dancer Misty Copeland to hawk its goods. Shoppers are also embracing a fashion moment when it’s generally permissible for women to wear their elastic-waisted leggings to work. “Tights are the new denim,” said Amy Montagne, vice president of global Nike women, at October’s fashion show.
That trend means more sales of athletic bras and leggings for Nike. The company expects its women’s business to outpace its men’s, growing from $5 billion at the end of the current fiscal year to $7 billion by 2017. Nike declined to break out its men’s revenue for comparison.
The 6,000-plus-square-foot women’s store in Newport Beach, Calif., will have not only areas for running and training gear but also sneakers and clothing designed more for aesthetics than performance. In other words, ladies will be able to buy an outfit that can make the transition from Sunday morning yoga class to brunch. ”What we’re really seeing is a cultural shift around sport and fitness as a complete lifestyle,” Montagne says.
Which isn’t to say that Nike is abandoning its fitness identity. The store will also have a studio for yoga and training classes, alongside guest speakers and special events intended to establish a community identity.
The store is awash in muted tones of grey and beige. Wood floors and walls are made from reclaimed maple from a southern California high school. The austere feel could appeal to serious athletes as well as to the minimalist yogi but probably won’t win over customers who are comforted by Lululemon’s vibrant colors, buddhist statues, and peppy aphorisms.
Nike will be launching its second women’s store in Shanghai next week, but the company is waiting to see how well the Newport Beach outlet performs before committing to more in the U.S.
