In 2015 Puma established a partnership with Rihanna. The aim? To ascertain a reference to feminine viewers.
For years, Rihanna has been an inspiration for girls all world wide. She helps feminism and she or he actively defends ladies’s rights, by writing songs and taking part in occasions. And so, ladies establish themselves along with her. By connecting to Rihanna, Puma made a direct connection to a bigger feminine viewers, and conveyed the singer’s constructive reference to followers to the model.
Within the final quarter of 2015, Puma’s earnings elevated by 17%. Executives from the model consider the expansion was associated to a rise on ladies’s attire and footwear gross sales.
Puma proved as soon as once more that establishing related partnerships (for his or her viewers) will be very worthwhile and supply higher outcomes than different initiatives.
Athletic manufacturers have at all times established partnerships with athletes. Ronaldo with Nike, Messi with adidas. It’s a straightforward option to transport the “high quality” of those gamers to the merchandise.
However establishing a partnership with Rihanna, who isn’t even an athlete? It is an instance of how firms who’ve constructed a conventional picture and wrestle to distinguish and attain new markets, can in some way have a distinct positioning out there and join with their audiences.
On this case, it was directed for girls and ladies worth Rihanna, and that’s why Puma’s marketing campaign was so profitable.