Essay Preview: Puma
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PUMA
Women
Children
Accessories/Extras
Footwear
Footwear
Footwear
Sports Equipment
Classic
Classic
Classic
Soccer
Lifestyle
Lifestyle
Infants
Cricket
Motorsport
Motorsport
Soccer
Golf
Baseball
Running
Bikes
Running
Soccer
Clothing Accessories
Soccer
Eyewear
Fragrances
APPAREL
APPAREL
APPAREL
Soccer
Soccer
Infants
Running
Running
Toddlers
Motorsport
Motorsport
Pre-Teens
Cricket
Swimwear
Swimwear
Fashion
Fashion
COLOR OPTIONS
WHITES
GREYS
BLACKS
BROWNS
BLUES
ORANGES
GREENS
PINKS
PURPLES
YELLOWS
The athletic footwear and apparel are all functional athletic footwear and apparel that is useable in normal athletic activity. These sports include: Baseball, Running, Soccer, Cricket, and Golf.
On the other hand, the fashion footwear and apparel are more geared toward the people who may not play a sport, but want to still look fashionable. These include: Motorsport, Classic, and Lifestyle.
The Accessories/Extras include: caps, bags, socks, belts, bands(wristbands & headbands), bikes, Golf equipment, Baseball equipment, and Soccer equipment. These are geared mainly toward athletes who play a sport, whether for leisure or competition.
The color options that Puma offers are many different shades of normal colors. These shades, however, may not be normal themselves. For instance, there are different shades of oranges. Some of the names include: Dark Cheddar, Team Orange, etc. These “off-the-wall” names add character to the brand image.
The apparel comes in many different sizes also. Men and women can buy shirts/pants in sizes S-XXL. Mens shoe sizes range from 7-13. Womens shoe sizes range from 8.5-14.5. The kids sizes are from 1.5 Preschool-13.5 Preschool. They also have infant sizing.
Pumas Eyewear line consists of Optical Glasses and Sunglasses. The optical lenses are geared toward the younger, trendier people. This demographic would probably be in their early-mid 20s, possibly some occasional younger or older purchasers. The sunglasses are geared at the whole demographic, probably teenagers all the way up to late 40s.
Pumas line of fragrances offers many different options. Men and Women can both purchase these lines: “Im Going”, “Flowing”, “Red & White”, “Aqua”, and “Create.” Men also have the option of purchasing “Jamaica.” These fragrances target the whole demographic. This would range from teenagers to people in their mid-late 30s, with possibly some in their early 40s.
SIZING OPTIONS
SHOE SIZES
WOMEN
KIDS
8.4-14.5
CHILDREN
1.5 PRESCHOOL-13.5 PRESCHOOL
INFANT
2-10
APPAREL SIZES
WOMEN
CHILDREN
SHIRTS
SHIRTS
INFANT
S-XXL
S-XXL
TODDLER
PANTS
PANTS
BOYS 4-20
S-XXL
S-XXL
GIRLS 4-16
EYEWEAR
OPTICAL
SUNGLASSES
FRAGRANCES
WOMEN
Im Going
Im Going
Flowing
Flowing
Red & White
Red & White
Aqua
Create
Create
Jamaica
TARGET MARKET
Most of Pumas product line is geared toward the upper-middle class. These people tend to be slightly wealthier than the normal population. However, each division has its own target demographic. The sports line is targeted at teenagers and adults who are active in sports.
The accessories/extras lines are especially geared toward athletes, because people who do not participate in the sport do not need the equipment.
TARGET DEMOGRAPHICS
FOOTWEAR
SPORTS FOOTWEAR
These shoes target teenagers and young adults active in sports.
FASHION FOOTWEAR—CLASSIC
These shoes are geared toward people up to their late-20s.
FASHION FOOTWEAR—LIFESTYLE
These shoes are higher-priced shoes that are geared toward people in their 20s up into their early 40s.
APPAREL
SPORTS/SWIMWEAR
This type of apparel is geared toward teenagers and young adults active in sports.
FASHION APPAREL
This type of apparel targets the trendier/more fashionable people in their teens all the way up to their late 30s. Possibly early 40s.
PUMA
Women
Children
FOOTWEAR
ATHLETIC FOOTWEAR
Nike
Reebok
Reebok
Reebok
New Balance
New Balance
New Balance
Adidas
Adidas
Adidas
K-Swiss
K-Swiss
K-Swiss
Converse
Converse
Converse
Vans
CASUAL FOOTWEAR
Steve Madden
Skechers
Vans