De InforMAAtie gaat voor gender marketing. Morgen valt deze editie op de mat. Daarin wordt aangekondigd dat gastredacteur Samantha Lie een Q&A organiseerde met Jason Fulton. Jason is Consumer Cultures and Innovation Manager voor Nike.  De Q&A is exclusief voor InforMAAtie.nl bezoekers.

Can you shortly introduce yourself?

I am Jason Fulton, Consumer Cultures and Innovation Manager for Nike EMEA. I studied furniture and industrial design in London, & worked for French Connection & Diesel Jeans, before working for Nike, in 1999.

My role is to help people at Nike, from design, marketing and retail, to get closer to consumers. Beyond facilitating market trips and consumer and cultural interactions, I work with teams on frameworking what the insights were and what it can mean to Nike. My favourite products…? Well, I’m old skool, so I would have to say the Jordan 2, the Dunk…love love love, and the Air Force 1.

What is the target group of Nike Women within the EMEA and why?

In my opinion, it is the young woman who loves what sport gives to her, in terms of energy, confidence and fitness. It is one of the counter-balances to her hectic life. I wouldn’t really like to put an age ‘on’ her, as I think it’s more of a mindset, of being youthful, fun and energized!

Nike Women is the only category within Nike that is gender specific, what is the reason for this?

Nike and the sport industry has been a male oriented, since the beginning of time!! A focus on another the female gender, helps to redress the balance and reflect the change in wider society. The future could be in women’s hands! They represent high-achievers at school and university, and more business and political leadership is evident…now if there could be more equality in sport, the money in sport and the role models it would generate…what a change THAT would be. If Nike can help to generate that change? Wow!

Is there a difference in the way you approach men vs women? If yes, what is the reason for this and how do you take that as a brand in account?

I think that we look at the fundamental difference of the body first. As a sportswear brand, that where it should begin…the bio-mechanics. And there are just differences, for example, in how women run, the weight distribution, gait etc..and we learn that by doing extensive physical studies. So I think that it starts there first. Then we look at the cultural and emotional differences between men and women. We’re not stereotypical, but, in my opinion, we want to address the differences. So that will be through product, and how we talk to her.

With regard to the cultural aspect, does this approach also differ per country? If yes, can you provide us with some examples of how this differs per country or an example of a country in which young women are completely different compared to other countries and therefore need a different approach?

I will answer that from a more global perspective, as I think Sarah will nail it from a regional level! What we are learning is that what sport means for women, can be slightly and radically different from region to region. I would say…and remember this is a HUGE generalization [in an email interview!] that Us sports, is highly competitive…therefore breeding more competitive individuals, irrespective of gender I would add. So sport for women in the US, is with a competitive purpose. In Asia Pacific, especially in China, women access to sport, and good sports facilities, have been limited to the government run schools. Only now are they opening up, so they see it as a more social activity, to spend time with friends. Finally in Europe, I think that generally, women also see sports as a social and fun activity, but use it as a way of distressing from her day-to-day. But I think in general, globally, women see the benefit to her general health, life balance and well being.

To what extend does the behavior of the female consumer differs from the male consumer in e.g., buying/ shopping behavior, loyalty etc

I think that there are more similarities between female and male shoppers these days, than ever before. The old assumptions have been broken down by globalization and the internet. So brand loyalty, shopping around, asking people for advice…they’re all doing it! To a greater or lesser degree perhaps, but the openness of the world right now, means that to an extent, in consumption, the genders are coming together.

Are there any trends going on in the EMEA in the area of gender marketing you would like to share with us?

Just one. I think stereotypes are there for a reason..there is an element of truth in them. What I mean to say is, women have a more nurturing, community-led spirit. I think the future of marketing period, will be around local, community and selflessness…through the eyes of women.

How do you see the future of female specific marketing, will this grow even more or decline and shift towards more unisex marketing?

I think it will increase, as the spending power and global influence of women increase.

In your view, what is the most female brand in the world and what is the most male brand (and why)?

The most female brand…? Madonna springs to mind. She has constantly changed, been successful, been relentless, tomboy and feminine. That along with the Sex and The City brand, has shown that women, of all different types, can have it all.

I’ll leave it at that!

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