PUMA to boost focus on female consumers

PUMA’s first Rihanna shoe has proved popular with the footwear-buying public.

Bjørn Gulden, chief executive of sportswear producer PUMA, has announced that the Germany-based company is to develop its targeting of female customers after seeing what he describes as ‘positive developments in the women’s business’. As part of this strategy, Barbadian singer Rihanna became PUMA’s creative director for women’s training wear at the start of 2015.

"The launch of the first 'PUMA By Rihanna' shoe – the 'Creeper' – has been extremely successful and most retailers have sold out within hours or days," said Mr Gulden.

He also reported his satisfaction with the level of growth in all product categories in the third quarter of 2015, and confirmed that sales of footwear had increased for the fifth consecutive quarter.

Publishing Data

This article was originally published on page 2 of the January 2016 issue of SATRA Bulletin.

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