Puma First Flagship Store in U.S

German sportswear maker Puma has signed a long-term contract to open a first flagship store in U.S on Fifth Avenue. 

609 Fifth Avenue

   Puma has been joining to the sportswear making industry in U.S for a while ago and competing with other rivals such as Nike, Adidas and Under Amour. In my opinion, Puma has not been attractive to the U.S buyers as much as others have done. For example, each company usually has slogans to go with its brand: "Just do it" (Nike), "Adidas is all in" (Adidas)

Nike says: YOLO!!! 😎

Adidas answers: Count me in!! 🙋🙋

How about Puma?

My name is Puma and I am a panther!

The answer is NO! It is the only brand that does not have the slogan, which could be an unique trait of the company. In the other hands, usually within thirty seconds of a commercial, most companies would try anything to create a commercial video, which has a short (of course!), effective and easy to remember slogan, that can withdraw audiences' attentions or even become a trend. This is a challenge to Puma in order to become more popular in the industry.

   Choosing the Fifth Avenue to open a flagship store is a smart move of the strategy team. Fifth Avenue crosses from north to south of Manhattan. It is known as the fanciest shopping street in the city with many high-end fashion brands. As Russ Kahn, the senior vice president of retail for Puma said in the article, this store will have variety products that there has none of the stores in U.S has had it before. This location will help the retail revenue of the company grow better.

   However, online retail brings lots of convenience to the customers, such as minimizing the travelling, saving time, free shipping, etc. It is the reason of the reducing the average rent in 2018. Puma needs to work harder in 2019 to satisfy customers' needs and not losing in the competition between the sportswear-maker companies.

Written by: Thu Nguyen

https://www.wsj.com/articles/sportswear-maker-puma-to-open-new-york-flagship-on-fifth-avenue-1526594915