Nike announced plans today for a much more proactive approach to serving its female customers. Laying out a multi-pronged plan, the most exciting effort is the brand’s promise to provide unisex sizing on coveted Jordan, Air Force 1 and Air Max styles as well as collaborative collections like Nike and Virgil Abloh’s “The Ten” capsule, starting in fall 2018.
Nike is also launching a platform called Unlaced, a global and digital concept that will provide unique items and experiences as curated by prominent creatives in cities globally.
According to press, women can anticipate “local Nike Unlaced product curations by influential creatives and stylists from New York, Paris, London, Shanghai and more,” adding “from personalized styling to VIP member experiences, these services offered by Nike Unlaced are designed to increase connectivity and access to sneakers for women. For example, members will have the opportunity to arrange one-on-one appointments with guest stylists and take their prized selections home in specialized packaging.”
Looking at Nike’s custom studio on the first floor of its new SoHo store is likely a good guide for the type of retail experience the brand is looking to create for women. During the first half of February, the floor was themed around Nike’s “1 Reminagined” women’s collection, a set up accompanied by a clothing capsule women can purchase as is or have an on-site tailor customize.
