Sociology of Globalization

     Commodity Chains and Marketing Strategies: Nike and the Global Athletic Footwear Industry





Ludmila Kšicová

                               Trends in the US Athletic Shoe Market

 Athletic shoes are highly segmented according to :



*            consumer age

*            models and the particular sport for they

          are designed

*             price       

                           The factors that explain the enormous growth:



*      grown control over the nodes

*      creation of a market

*      construction of a world symbols

                                 Marketing as an upgrading strategy

*      "fitness boom" and an endorsement of basketball, baseball..

*      purchase system -- "futures" and growing chain of retail stores

*      a need of lower labor prices, shift of production from Japan to South Korea and Taiwan

                          Three main classes of factories supplying Nike:

*      developed partners

*      volume producers

*      developing sources



                                       Design and advertising

*      the introduction of "Air Nike"

*      crucial role of advertising

*      consumption is the consumption of signs



                                             Questions



*      Have you ever bought Nike shoes?

*      Why? Do you see it better in quality or it is the status symbol for you?