Despite constant accusations of a lack of support for women, Nike is doing well in the women's segment.
Nike's official press release said the company's fourth-quarter revenue was $10.2 billion, up 4% from the same period last year. Revenue for the full year increased by 7% to $39.1 billion.
The fourth quarter of Nike's fiscal year proved to be a successful one for the brand. Net income declined, but this was mainly due to rising administrative expenses, which in turn were focused on global advertising campaigns and investment in innovation, including digital commerce. It is digital commerce and the women's goods market that have become a priority for the company's management.
It is reported that sales growth from digital commerce amounted to an impressive 35%. At the same time, the number of Nike Plus members exceeded 170 million, ahead of the expected pace. The brand has made a big bet on mobile technology as a useful and convenient way to make purchases, and not just as a conversion tool. This has led to new store concepts using the latest mobile technologies.
The company is also aggressively conquering the women's goods market by entering new territories. So, in January, a line of yoga products for men and women was announced. And this is a direct challenge to companies such as Lululemon и Athleta. Also, according to CEO Mark Parker, in the last quarter, Nike managed to take a leading position in the bra market in North America for the first time. Women's sportswear sales also performed well, growing by more than 20% to grow into a business worth over $3 billion. Not bad considering the fact that the company has recently been often blamed for the lack of support for women in sports.
