Sportswear giant Nike is hoping to cash in on the trend for personalised products with do-it-yourself design service at its flagship London Nike Town store. Nike says the iD studio will “change the face” of the high street.
It says the service, which mirrors its existing iD.com proposition, sets it apart in an industry where retailers are taking their in-store offering online. UK marketing director Simon Pestridge says the initiative reflects Nike’s ambition to put the customer in charge. He says: “Personalisation is less of a trend and more of a reality of what consumers expect.”
He says the strategy also marks Nike’s ambition to grow from a $16bn (£8bn) company to a $23bn (£12.5bn) business by 2011. “Two of the key ways to achieve this are to elevate our retail presentation and to embrace the power of digital. The Nike iD studio combines both. As a brand, we will always strive to lead and create new opportunities for athletes and consumers.”
The studio is across two floors. On the first floor, the iD Bar consists of four computer terminals, a selection of 54 different styles of Nike footwear and hundreds of colour and material options.
Design consultants, including graffiti artists, musicians and “sneaker freaks” will assist consumers with their designs. A second, appointment-only floor, will be hosted by a concierge and design consultants guiding customers through a 45-minute personal consultation.