Nike debuts new store concept with Nike Style

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First described as the “store with no inventory” when introduced in late 2017, it is indeed very much more. The store is built around three key offerings: online order pickup and return, styling services, and tailoring and alterations. Other services vary by location but include nail services, bars, gift wrapping, even stroller cleaning...For Nords... See more

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By inviting its users to become designers, Nike allows creating unique and personalized products that will suit different cultural preferences and styles in other countries.

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the Nike brand is also rooted and expressed in the social positions they take, like promoting inclusion

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Many brands that typically have large stores, including Sephora and Nordstrom, are creating smaller-format stores embedded in neighborhoods. These stores feature less inventory, since customers can order items to be delivered to their homes, and store managers curate the products available on shelves to meet the needs of the specific community.

Elizabeth Segran • fastcompany.com

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Nike has the brand, product and scale to go direct to its customers

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A shopper doesn’t go to Nike just because they want good running shoes; Nike casts an aura of youth and energy over everything it produces, whether sneakers or brightly screen-printed T-shirts. Zara makes dresses, among many other clothing items, and through them projects a sense of cutting-edge style without the cost of traditional luxury brands.

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Interestingly, Nike has been pulling out of what it calls “undifferentiated retail”: stores that are too broad in their target customer. One example of this is when they pulled their products out of Amazon.

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Slated to roll out soon, the upgraded “live stores” will be highly customizable, the platform said. Brands will be able to display their streams prominently on their store homepage and can also tailor special experiences for different tiers of customers. For example, they can create invite-only VIP programs and interactive features and vouchers tha... See more

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