Sports brands see a surging women’s market
Major sports brands have seen increasing potential in the women’s market in Taiwan, launching female-exclusive events to tap into this less-traditional consumer base.
Adidas, which has been holding a women’s training camp since March 28 for a month- long shopping campaign, said the event has attracted nearly 4,000 attendants as of Thursday.
While most of the training programs are free, tailored ser- vices including photo shoots, make- up and health product sampling are especially popular, the sports brand said.
Cynthia Tsai, 26, said during her boxing class that she has found the programs fun and inspiring.
“Compared with events for both sexes, I think women- exclusive ones could have a more profound influence on encouraging women who don’t exercise on a regular basis,” said Tsai, who is running a cycling blog.
Mamoru Yamaji, president of Mizuno’s Taiwan office, said the number of woman-only running events in 2014 has doubled over the previous year, with those aged 20-39 the majority of the market base.
Those females, who have strong shopping prowess and see the activities as good occasions to socialize with their peers and flaunt their achievements, have become one of the major drivers of growth in the sports market, he said.
Nike, which is also preparing for a women’s running event in late April, said a record- high 18,000 runners have registered.
As the market continues to grow, the company has found Taiwanese women have become more competitive in running than in the past, said Nike sales manager Yang Ya-ting.
As a result, there must be more diverse products and services for women in Taiwan in the future, she said.