Comparison of Nike and Clarks: Financial Performance, Digital Strategy, Customer Experience, and Marketing Mix

FBUY1003 INTRODUCTION
TO FASHION BUSINESS

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Nike..................................................................................................................................................3
Background..................................................................................................................................3
Evidence of financial performance..............................................................................................4
Digital strategy analysis...............................................................................................................4
Web customer experience analysis..............................................................................................4
Social media analysis ..................................................................................................................5
Clarks...............................................................................................................................................5
Background..................................................................................................................................5
Evidence of financial performance..............................................................................................5
Digital strategy analysis...............................................................................................................5
Web customer experience analysis..............................................................................................6
Social media analysis ..................................................................................................................6
Swot analysis of Nike and Clarks................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Fashion business is the most growing business. It includes clothing, footwear,
accessories, cosmetics, bags etc. Nike is the multinational sport shoes and apparel company.
Clarks is the shoes company which is known for its unique designs. This report will discuss the
comparison of Nike and Clarks on the basis of financial performance in covid 19, digital and
social media strategy, customer experience, swot and marketing mix.
MAIN BODY
Nike
Background
Nike is the American multinational company. It is involved in manufacturing and
designing footwear, equipment, clothes, accessories etc. it is worldwide known for sport shoes
and clothes. Along with sport shoes it also produces various sports equipments (Thorisdottir and
Johannsdottir, 2019). It is said to be most valuable brand in sports business. This company has
given employment to many people around the globe. Their main products is the track shoes.
Evidence of financial performance
Company says that they are experiencing more sales and profits despite of covid 19.
World largest company in producing athletic gears witnesses growth in sales and company is

expected more sales in the future as well because of increase in the online shopping (Nike sales
return to growth after online shopping boom., 2021). Demand for their products are increasing
with time. Sales of Nike raised with 9%.
Digital strategy analysis
Covid 19 has pushed e-commerce industry. Nike says that more than 50% of their
business is coming from online sales only. It is because of the effective digital strategy which is
made by the company. Pandemic provide push to the digital business of Nike but it is not only
because of pandemic only but it is because of strategic decisions which is taken by the company.
With the combination of digitalization and innovation Nike is able to experienced growth in the
business. Company is also focusing on their website (Goworek and et.al., 2018).
Its website is user-friendly with easy features. Customers can easily purchase from the website
and company also provided easy payment options. Nike has also launched digital products like
watches which has also helped company in attracting more customers. Company has also started
wholesaling business which has given push to their sales. Company also closed it many
department stores because those days are gone where everything is purchased by customers
through physical stores. Nowadays customer prefer online purchase and in covid times they are
ignoring going outside.
Web customer experience analysis
Customer experience analysis is done so that company can come to know that customers
are satisfied with their products or not (Guercini and Milanesi, 2017). Nike knows how to give
good customer experience. They build relations with customers via phone application. It is the
retail strategy of the company to give good experience to customers and now it has become part
of the customers life. Website of company is easy to use and customers can easily gain access
over it. Mobile application of company gives everyday workout reminder to the customers. This
give customers the feeling that company is caring for them. This helps company in increasing
sales because existing customers retained with company and also bring new customers through
word of mouth publicity. Nike is implementing retail innovations. Under which Nike will come
with live retail stores. This will enhance customer experience who is the member of Nike plus
loyalty program.