sportFACHHANDEL running 4_2015
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<strong>sportFACHHANDEL</strong> – <strong>running</strong> 4.2016 TITLE 17<br />
most important elements in the development of<br />
a <strong>running</strong> shoe: accuracy of fit, appearance and<br />
wearing feeling. “Most of the <strong>running</strong> shoes for women<br />
are merely adjustments of the corresponding men’s<br />
models. The PureBOOST X <strong>running</strong> shoe specifically<br />
responds to the needs and demands of female athletes.<br />
This enables them to achieve peak performances and<br />
look good doing so. According to our findings women<br />
wish for a shoe that makes their foot look smaller but<br />
at the same time offers ideal functionality and wearing<br />
comfort”, Oliver Brüggen explains.<br />
But do women really buy differently? Do manufacturers<br />
know what it comes down to concerning products and<br />
what training forms or sports disciplines are in the<br />
limelight? Asics believes that men’s purchase behaviour<br />
is more functional and mainly aimed ad technology,<br />
more rational, planned and less time is needed.<br />
The brand loyalty is supposed to be stronger-providing<br />
it has the fitting quality. Vice versa that would mean<br />
that in general women spend more time rummaging,<br />
go with trends and make more impulse purchases.<br />
“Women buy more, therefore they expect more selection<br />
and have a higher repurchase rate – additionally<br />
they often buy for others, too, the partner, children, …”,<br />
Tobias Zingel argues. “Exceptionally cool jackets and<br />
hoodies are sought-after. Young, urban topics and the<br />
trends coming from the global metropolises determine<br />
the demand. Individuality I important and requires<br />
possibilities of development – for example through<br />
fashionable, highly functional products. Furthermore<br />
we also have a seasonal and fashionable colour palette<br />
over the collection” says Oliver Brüggen. For Asics<br />
story telling plays a decisive role when it comes to<br />
animating female customers to buy and to convincing<br />
them from a product. “Make clear statements and<br />
concentrate on the significant message. >>><br />
Top-Model Lena<br />
Gercke presents<br />
Adidas‘ first <strong>running</strong><br />
shoe specifically<br />
designed for woman.<br />
MIZUNO.DE<br />
WAVE MUJIN 3 G-TX<br />
RUN TO THE EXTREME IN ALL WEATHER CONDITIONS<br />
Extreme trail <strong>running</strong> finds a cohort with this aggressive trail shoe with superb grip,<br />
protection and lasting comfort on the most difficult trails the world has to offer.<br />
Pursuing perfection in Osaka since 1906
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