Nike Ventures into Wearables

Source: Business of Fashion blog, Jun 2012

the business opportunity in wearables goes beyond simply offering new and enhanced products. It’s also about offering smart digital services that fundamentally evolve the relationship between brand and consumer. “When you buy a product traditionally, this is the end of the relationship,” he said. “Our strategy now is: begin the relationship with the purchase of a product. If we can give you the ability to tap into a platform that offers services that mean something to you, now you are going to come back automatically because there’s value. And that creates a much more interesting cycle for both the consumer and the brand because we now have the opportunity to connect on a regular basis.”

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