Jordan Brand Taps into the Women’s Market


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The Jordan brand believes there’s an untapped market of women who respect the company’s legacy but want more options made just for them. “Women have a deep passion for the brand,” said Andrea Perez, vice president and general manager of women’s at Jordan. “They are really interested in sneakers now and the spring collection is the first step of a long-term commitment to this customer.” The women’s Air Jordan I Hi Zip.& The brand expounded on that commitment during a panel that took place at Spring Street Studios in New York on Thursday afternoon, which included Perez along with Linda Mai-Lotti, concept design director at Jordan; Jeni McDonald, product line manager of women’s footwear; Maya Moore, a WNBA player and brand partner, and Aleali May, a model and fashion consultant. The company, which, according to the NPD Group, dropped from second to third place as the most popular sneaker — Nike nabbed the number-one spot and Adidas climbed to second place surpassing Jordan for the first time — has spent the past couple of years speaking to women to get a better understanding of what they want out of their sneakers. “We were really inspired by true insights coming from her,” said Perez, who added that

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