Author Topic: gin to repeat to ensure complet  (Read 33 times)


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gin to repeat to ensure complet
« on: March 14, 2018, 06:17:44 AM »
When Olympic skiing champion Lindsey Vonn needs custom-fitted workout clothes or cross-training shoes, she contacts Under Armour, her longtime sponsor.“I’ve got a 3D body scan,” Vonn said, “so whenever we need to make something custom, like a new turtleneck, they can get that going.”Most of the rest of us have not submitted to 3D modeling, in which sensors take intricate measurements that allow clothes to be made that drape just right. But Baltimore-based Under Armour Nike Air Vapormax Mujer — like rival sports brands Nike and Adidas — is banking on a growing consumer appetite for shoes and Nike Air Presto Donne apparel that look or feel as customized as a built-in cabinet.“We see customization and personalization as the new expectation from consumers, really,” said Dave Dombrow, Nike Air Vapormax Womens Under Armour’s chief designer. “It’s a very important topic to us.”The idea is to market a personalized approach akin to what the brands do for free for their celebrity athletes — a Vonn, a Stephen Curry or a LeBron James — who often are closely involved in the design of their gear.“It’s definitely a hot trend,” said Neil Saunders, an analyst with the research firm GlobalData Retail. “What they want to move to is mass customization, where you have the same sorts of efficiencies of mass production but you allow people to personalize things.“That’s obviously a difficult balance,” said Saunders, adding that, for Adidas ZX 750 Donne now, customization remains “fairly niche.”

Under Armour, Adidas NMD Dam Nike and Adidas all have their own online platforms allowing buyers to choose materials, colors or splashy patterns to give their athletic shoes an individualized look. Nike Roshe Run Mujer For Nike, it’s NIKEiD; for Adidas, it’s miadidas.Under Armour’s UA Icon allows users to customize some of the signature sneaker models of Curry, the NBA star — including adding their own uploaded pictures.“What you see is people would take the most iconic shoe and be the most creative with them,” said James Carnes, Adidas vice president of strategy creation.The German brand’s most customized shoe is the Stan Smith, a popular line named for an American tennis champion successful in the 1970s, Carnes said.Adidas is using market research to tailor a line of themed shoes for six cities around the world. The design of the London shoe, which debuted in October for Nike Air Max Zero Mujer about $259, was influenced by customers who run to Adidas Stan Smith Donne work. The running shoe is primarily gray — a nod, the company says, to “the streets of London.” A Paris shoe has since been released, with models for Los Angeles, New York, Tokyo and Shanghai due out in 2018.At Nike’s SoHo store in New York City, the company says customers can spend about 45 minutes choosing material, colors, lettering and numbers, and emerge with a sports jersey “completely tailored to you.”

Oregon-based Nike also recently opened a New York studio where shoppers meet with a consultant to design patterns for a shoe that then can be produced for them in less than an hour.While Nike and other companies have long offered customers the ability to customize shoes online and have them shipped, producing the shoes on site that customers design distinguishes the studio.The Nike Roshe Run Dames studio is open to members of Nike Plus, a loyalty club, who register in advance, a Nike spokesman said.Receiving customized shoes online — from a variety of companies — typically takes weeks.Under Armour’s website says it takes “no longer than five to Nike Air Max Command Femme eight weeks,” depending on the model. Customers uploading photos to put on shoes are asked by the company to avoid “metallic and fluorescent colors as they do not print” and to note that “if your image is not large enough to cover the entire photo area, it will begin to repeat to ensure complete coverage” of the shoe.“There are people out there who want to have a shoe made just for them,” said Matt Powell, a sports Adidas Yeezy Boost 350 Donne industry analyst for The NPD Group.“The biggest barrier to sustained growth is it takes so long to get the product,” Powell said. “Every brand is doing this. They are Nike Air Presto Damen making money here, but I don't see it as a big growth area or a significant part of their business.”