Fashion Marketing: Analysis of Nike's Promotional Mix in the UK, 2020

This report provides a detailed analysis of Nike's marketing strategies within the UK market, focusing on its promotional mix and push/pull strategies. The report begins with an introduction to Nike, highlighting its global presence and product offerings, and then delves into the various promotional activities the company can utilize. These include social media advertising, leveraging platforms like Facebook, Twitter, and Instagram to reach a wide audience; advertising in external spaces, particularly billboard advertising; personal selling and in-store promotion to engage customers directly; sales promotion to offer deals and discounts; and public relations, emphasizing the importance of maintaining good customer relationships and corporate social responsibility. The report then transitions to an examination of Nike's push and pull strategies, providing a comprehensive overview of how Nike markets its products to the UK consumer. The report emphasizes the importance of a well-integrated promotional mix and the role of corporate social responsibility in building a favorable brand image and attracting customer interest. The conclusion reinforces the effectiveness of the discussed promotional mix in achieving long-term growth and customer retention for Nike in the UK.

Running head: FASHION MARKETING
Fashion Marketing
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Task 1.......................................................................................................................................2
Introduction......................................................................................................................................2
1. Social Media Advertising.........................................................................................................2
2. Advertising in External Spaces – Billboard Advertising.........................................................4
3. Personal Selling and In-Store Promotion.................................................................................4
4. Sales Promotion........................................................................................................................5
5. Public Relations........................................................................................................................5
Conclusion.......................................................................................................................................7
2. Task 2.......................................................................................................................................8
Introduction......................................................................................................................................8
1. Push and Pull Strategies of Nike..............................................................................................8
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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1. Task 1
Introduction
Nike is a multi-national company that is headquartered in the country of America and it is
engaged in developing, designing, manufacturing as well as the international sales and marketing
of sports apparel, footwear, accessories, services and equipment (Child and Jin 2017). Nike is
particularly renowned for the manufacture of sporting equipment and is considered to be a brand
name in the business, being endorsed by leading sports stars around the world (Nayak 2017).
This report prepares a promotion mix that Nike can make use of in order to sell its clothes in the
UK and international market in an effective manner. Some of the promotional activity that has
been described and analyzed in this assignment includes the type of advertising and promotion
that can be carried out in external spaces, through digital platforms such as social media and
websites, via third parties like analyst reports and news articles, and also at what may be termed
as customer facing touch points.
1. Social Media Advertising
One of the key ways by which Nike can reach out to its customers in a more effective
manner is by focusing more on the way by which it advertises its fashion accessories and
garments to its target audience. Some of the advertising platforms that Nike can make use of are
social media advertising and newspaper advertising. Social media platforms like Facebook,
twitter and Instagram can be widely made use of by this business to sell its products to both a
male and female target audience largely because of the fact that social media is seen to facilitate
the quick and easy dissemination of information (Battle et al. 2019). Social media platforms like

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Facebook and Twitter are accessed on a daily basis and are free to use as well. It is going to be
very easy for a large fashion retail brand such as Nike to set up multiple accounts on social
media using which it can engage with members of its target audience to gain a better
understanding of their needs and requirements. Social media is seen to allow for easy
engagement and interaction with customers. A particular benefit that is associated with the use of
social media is the fact that it allows its users to upload videos on a regular basis. Nike can make
use of the Facebook live option to share instant videos of new arrivals at its stores, and it can do
the same on its accounts on Instagram and Youtube. Social media advertising will put the
company in a position to make its new products known to the target audience in a quicker
manner, and that too in the most cost-effective of ways given that there is no money to pay for
social media advertising as such (Battle et al. 2019).
Nike Revenue Growth 2019
In addition to social media advertising, Nike is a fashion retail brand that can focus on
advertising through third party sources such as through newspaper articles. It can advertise in
local newspapers about new arrivals at its stores more frequently, so that customers are aware of
what is new and what is worth taking a look at, at the Nike stores in London and elsewhere.
There is no doubt about the fact that newspaper article will require the business to invest a

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considerable amount of money, far more than it would have to if advertising on social media or
any other digital media as advertising in print media can cost a lot of money. However, the
investment that is made by the brand in this respect will be worthwhile given that there are still a
considerable number of people in the UK who subscribe to and read newspapers on a regular
basis (Di Benedetto 2017).
2. Advertising in External Spaces – Billboard Advertising
Advertising in external spaces is something that a fashion chain like Nike should take
into consideration. Billboard advertising in particular is something that needs to be considered in
this respect, given the fact that billboards are easy to view by people when they are out walking
on the streets, and it is one of the surest ways by which this fashion chain can reach out to its
target audience with information about new garments and accessories (Nayak 2017). The
billboard advertising that Nike takes recourse to should be made to look as attractive as possible
and as glamorous as possible so that members of the target are easily taken by the images that
they see up on the billboard and feel the incentive that is necessary to buy the products that are
on offer at Nike. Billboard advertising is also expensive and not cost effective in the same way as
social media advertising but it will still help the enterprise to reach out to several people at a
time, all at once. Since Nike is a well-known brand worldwide, including in the United
Kingdom, investing in billboard advertising can end up reaping good returns for the company
(Goworek 2016).

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3. Personal Selling and In-Store Promotion
In-store promotion is something that Nike can also consider, given that it has so many
stores operating under its name across the length and the breadth of the United Kingdom. In-
store advertising and promotion will require this fashion chain to hire competent professionals
with good communication skills who can persuade customers to buy the products are that up on
the shelves at the Nike stores. Persuasiveness is something that the store professionals certainly
need to possess if they are to convince customers to buy what is new on offer at the Nike stores
(Harris 2017).
4. Sales Promotion
The store officials who are hired specifically for this purpose will have to possess the
communicative abilities that are needed to let customers know why and when they should buy
what is new on offer at the Nike stores and they also need to let customers know about deals and
discounts that they can take advantage of when they undertake shopping activities at Nike. By
informing customers about this, they will put the customers in a position to enjoy a truly

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affordable shopping experience the next time that they pay a visit to any of the Nike stores in the
United Kingdom, be it in the cities or in the provinces (Henninger et al. 2016).
5. Public Relations
Maintaining good PR is one of the most important forms of advertising and promotion
that the Nike store authorities need to bear in mind if they want to reach out to the target
audience of this fashion brand in the most effective manner. PR can be maintained in a number
of different ways but the most important way by which this can be achieved is through engaging
in regular communication with customers. Customers who are reached out to via social media
and other platforms and who are asked about their needs and preferences on a one to one basis
will be more favorably disposed towards the company and its products than customers who don’t
communicate too regularly with the Nike officials and who consequently don’t share a good
personal relationship with customers. Platforms like Facebook and Twitter can not only be
utilized by the company to sell the new garments and accessories that are being introduced by
Nike in the market but can also be used by them to maintain good inter-personal relationships
with customers. Carrying out conversations or any type of interaction through social media is
very easy to do (Jin and Ryu 2017). The company does not have to pay for the accounts that it
runs on social media and which it uses to reach out to new members of its target audience. It can
use social media freely and for as often as it would like to. Social media can be accessed at any
given hour of the day, and it can also be used as extensively as possible by the business to court
its customers and to establish a long term relationship with them (Battle et al. 2019).
Some of the other effective ways by which PR can be undertaken by Nike to attract the
attention of its customers is for the enterprise to participate in corporate social responsibility. In

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fact, partaking in CSR is one of the best ways by which this company can draw customer
attention towards its new arrivals or towards its products in general. Environmental conservation
and preservation is a big thing in today’s day and age especially in a country like the United
Kingdom, and if the business decides to take part in the type of activities and campaigns that are
aimed at ensuring environmental preservation and conservation then it will do a successful job of
gaining customer approval towards its products. Customers of the business, both existing as well
as new and potential customers are likely to be drawn towards the purchase of Nike sports
apparel and accessories if they see that the business is serious about ensuring environmental
conservation, that it avoids the use of plastic and other items that are harmful for the
environment in the manufacturing and production process and that it makes use of recycled
products. Working actively in the area of environmental protection will help Nike to engage in
good PR and consequently attract sufficient customer interest and attention towards the business
(Murphy 2016).
There are other types of social causes and issues that Nike can fight for or raise
awareness against in order to gain the type of favorable PR and public attention that is necessary
in order to create a favorable image about the company and its products in the UK market. The
business can consider working towards the eradication of social issues such as domestic violence

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or gender based violence in order to gain customer approval and respect, which in turn will work
well towards production and sales at a later date. Corporate social responsibility is by far one of
the most crucial aspects of business life today and Nike is a fashion company that needs to take
this up very seriously if it wants to engage in the type of PR that will be good for the growth and
the development of the company in the long run (Battle et al. 2019).
Conclusion
Thus, the promotional mix that has been discussed in this assignment is one that is
definitely going to go a long way in getting Nike in the UK the type of attention and the
customer interest that it needs to grow and develop over the long term. Zara is one of the most
sought after and renowned fashion businesses in the UK and its garments and accessories are
those that are seen to cater to customers from a wide range of backgrounds. By following the
various steps and suggestions that have been mentioned in the promotional mix above, the
company is going to be able to undertake the type of promotional strategy that is needed in order
to ensure and to retain customer interest in its garments and accessories, which are already on the
shelves, as well as for the future.

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2. Task 2
Introduction
Nike is a popular and much sought after fashion brand in the United Kingdom and it is
seen to operate branch or franchise stores in several parts of the globe as well. Nike is known for
the quality and the diverse range of trendy garments and accessories and it is also seen to cater to
customers from different types of economic backgrounds (Child and Jin 2017). Nike has been
running operations in the United Kingdom for quite some time now and the strategies that the
company is seen to adopt to ensure business success, are strategies that are certainly able to
demonstrate long term results for the most part (Nayak 2017). This assignment will engage in an
analysis of how Nike is a company that has made use of two important marketing theories and
concepts as part of its business endeavors, namely, its push and pull strategies and also its
general strategy for communication.
1. Push and Pull Strategies of Nike
When it comes to analyzing the push and pull strategies of Nike it needs to be
remembered that Nike is a company that focuses more on pulling or retaining its customers
rather than pushing its brand image and pushing customers to engage in a purchase. The pull
strategies of the company are evident from the way by which it offers deals, discounts and
rebates on the purchase of its products. The deals and discounts on product purchase put
customers in a position to save a lot of money on each and every purchase that they carry out on
any one of the Nike stores. The discounts and rebates are applicable for those who engage in an

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in-store purchase and also for customers who engage in an online purchase. The rebates
constitute one of the most attractive features of shopping at the Nike stores. Customers always
find themselves in a position to save a considerable amount of money when they shop at a Nike
store, far more than what they could have saved had they done their shopping at a different
fashion store or outlet in the UK. The pull strategies of Nike also find reflection in the fact that
the brand gives its customers a wide range of garments and accessories to choose from. The
clothes and accessories on offer at Nike cater to customers of all types of economic backgrounds
and these are also seen to showcase the latest trends in fashion. Customers can definitely sport a
stylish or trendy look when they decide to buy a Nike handbag or a dress from Nike and they can
most definitely create a fashion statement by wearing and endorsing the clothes and accessories
that are up for sale at Nike (Child and Jin 2017). The designs of the clothes, the high quality of
the same, the variety of clothes and accessories and also the relatively reasonable prices that
customers are expected to pay for what they buy at Nike all go a long way in influencing
customers to support and endorse the brand over the long term. Nike is one of the most sought
after and popular brands in the United Kingdom because of the numerous strategies that it is seen
to make use of in order to rope in and attract the attention of customers. It values its customers
and leaves no stone unturned to ensure they are satisfied. It has been spending its efforts and its
energies towards keeping its customers happy and apart from offering great deals and discounts
and also variety in terms of clothing, the company has also been pulling its customers through
CSR efforts. This is a company that is active in the social scene in the UK and it is more often
than not seen to get involved in a variety of social causes thus creating the type of favorable
impression that is necessary in the minds of customers for the business to be able to grow, to
expand and to flourish in the United Kingdom over the long term (Child and Jin 2017).

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2. Communication Strategy of Nike
When it comes to understanding and analyzing the communication strategy of Nike what
needs to be remembered first and foremost is that this is a company that is active on social
media. It is a company which is committed to communicating well with its customers on social
media and it is a company that is seen to value one to one interactions with customers. Social
media is something that definitely makes it possible for the owners or the administrators of a
business enterprise to engage easily with customers over a common platform. The tastes and the
preferences of customers can be best understood when undertaking surveys on social media and
this is something that Nike is seen to carry out on a regular basis (Varley et al. 2018). Nike is a
company that values its relationship with its customers and for this reason it is seen to carry out
regular communication with customers on social media so that it gains an understanding of what
it is that its target audience expects from the Nike products. Nike is active on Facebook and
Instagram as well as on the popular social networking site known as Twitter. Nike is effective in
its communication with customers via billboard advertising and also through print media
advertising (Nayak 2017). The Nike sports apparel and accessories are seen to feature on a
regular basis on magazines and newspapers and this is a company that also uploads videos on
Youtube and Facebook every time a new product or accessory is launched at any one of the Nike
stores. The feedback that the company receives from its target audience via the social media
platforms and on its website online are taken very seriously by the company in improving and
also improvising upon its products for sale (Nayak 2017).
In order to ensure that communication is carried out in the best possible manner with
customers, Nike is a company that deploys the services of an effective marketing and
communications team or a PR team that devises the necessary strategies and techniques that must