2016 Puma Third Quarter Revenue Grew 11%

In 2014, he hired Rihanna as her creative director for women's series.

The global ambassador, the cool product of Rihanna personal tag in September 2015, swept the globe, and Puma came back to life.

Puma recently released its third quarter 2016 earnings report, which showed that Puma continued to grow, and its revenue in the third quarter of 2016 was 990 million euros, an increase of 11% over the same period last year.

Regionally, there is a two digit percentage increase in turnover in the US and Europe.

In the earnings report, special mention was made that although sales in Asia increased by 6.9% over the same period, sales in both China and India increased by more than 10%.

According to product category, Puma footwear is still the fastest growing product with sales of 459 million euros, up 16.4% over the same period last year.

The Puma group owes its growth to the three products of Ignite franchise (Boulter endorsement), Fierce (Kylie Jenner endorsement, Kardashian sisters), Fenty Fenty (Rihanna design endorsement).

Puma

Products increased by 10.3% over the same period, mainly due to the women's clothing department led by Rihanna.

Firece series

Take Rihanna to create a stylistic female sports product.

Bj RN Gulden, chief executive of Puma, said sales of Puma rose steadily in the third quarter.

The new product series Ignite franchise, Fierce, Fenty and Fenty are very much in line with the current tastes of consumers. Please ask Rihanna, Kylie Jenner and Boulter to endorse products as a very successful marketing.

Many consumers are willing to buy these series of products at the full price of our retailers.

The cooperation between Rihanna and Puma started in 2014.

Before that, faced with the monopoly of the two giants of Nike and Adidas, the sales of Puma were very bleak. The Kering group of Dong Fang has been considering selling it to the outside world.

At the end of 2014, Puma signed Rihanna with a seven digit price tag, hoping to attract more consumers with Rihanna's strong personal style and charm to save the declining trend of the group.

Rihanna is indeed a panacea. Puma has since been hung up.

In September 2015, the Rihanna Creepers sneakers are widely available.

In the three hours after the sale, the Creeper series was sold out.

In social media, young people are more popular.

In November 2015, Rihanna's endorsement of the 70 edition of the boxing shoes Eskiva was almost sold out on the shelves.

At present, Puma official website is dedicated to developing Rihanna products page, from shoes to clothing to accessories, which is convenient for consumers to choose.

According to the data released by Puma, the sales volume of footwear products and clothing products reached two figures in the fourth quarter of 2015, due to the increase of 11% in the first quarter of 2015 due to the driving force of the series of products.

In September of this year, Rihanna's Fenty2016 autumn and winter design was launched on a global scale, and all products had a strong Rihanna style.

Not only that, Rihanna also brought Puma into the high-end fashion week.

In February of this year, Rihanna and Fenty appeared in Paris and New York fashion week.

According to Sina fashion report, Rihanna injected Japanese street fashion and traditional culture into PUMA's fashion campaign and boldly challenged the design barriers in traditional men's and women's clothing.

Fully integrating Rihanna's unique personal style into design reflects the spirit of rebellious and uninhibited fashion.

Women are also important in sports market.

The addition of Rihanna not only promoted the popularity of Puma, but also strengthened the influence of Puma on women's sports market.

Puma's overall dress style and female spokesperson are sexy, bold and rebellious, challenging traditional cognition.

Puma has chosen another way to choose the young women market as its new growth point.

The choice of women's market is very visionary.

According to the "big data report on running sports online" released by the first financial and business data center, young people aged 23 to 28 are the main players in running sports consumption, and the female sports consumption market will become a new growth point.

In 2015, women's running equipment consumption increased by more than that of men.

According to the analysis report of women's sporting goods consumption in department stores, the market of male sporting goods has been in excess of demand, while the types and styles of women's sports products only account for 30%-35% of sports brand products. Female consumers are largely ignored by brands.

There is huge room for growth in the market segmentation of women's sports products.

In addition to Rihanna and Kylie, Puma added another female spokesperson, Cara Delevingne, to continue to enter the female sports consumption market this year.