“This isn’t the place for purchasing your
gym kit, but to buy fashion disguised
as sportswear”
Main target audience: Young to middle age men & women
What they sell: Sportswear & a variety of trainers
“Freshly kitted out with locally-sourced and recycled materials, the re-opened NikeLab is (literally) the only place to see the company's new products.”
The NikeLab in Shoreditch is now the 6th to open around the world and has recently opened its doors to the public in June this year. Discreetly tucked away under the railway arches on Bateman Street, Shoreditch, it was formerly a 1948 Nike store. The stylish "stealth black" re-design of the classic modern football boot fuses sports science with style, but that's not the only reason to get on your running shoes and head down there at the earliest opportunity. After all, it's the coolest sports shop in Shoreditch.
SWOT analysis:
Strengths:
High end Brand
Well known
Layout of the store was clean & modern
Quality of products
All staff were friendly and helpful
Innovative
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Weaknesses:
Expensive brand/products in store
Empty – no one was in there
Security was intimidating
Isolated location
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Opportunities:
Clearance store
|
Threats:
Brands such as Adidas
High street competition
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