68% of millennial women are unfazed by a celebrity spokesperson’s influence when promoting a brand/product (Source: Influential-Central, 2016). Nearly 70% seek in-person word-of-mouth purchase recommendations (Source: Influential-Central, 2016). In congruence, women don’t treat athletes like heroes. In fact, 69% of millennial moms use blogs to learn about new products.
If brands such as Adidas want to increase market share, they must change the way they design for and communicate with women. Women want more variety in aesthetically pleasing shoe designs meant for casual wear versus performance, shoes that can be paired with jeans or dresses. Adidas could stand a boost (no pun intended) to its Adidas Originals, or lifestyle product line. It would serve Adidas well to open the brand up to more female consumers, everyday women with a passion for fashion.
“Just because something works…doesn’t mean it can’t be improved.” ~ Shuri, Black Panther
Bottom line: Engage female consumers to better understand what we are looking for.