Le Coq Sportif boss notes a new relationship between brands and consumers
08/05/2014
Speaking recently to media in Spain, Mr Heissat said the brand would keep its core focus on sport, while also establishing its products as fashion-leading.
Mr Heissat, who previously worked for Puma and Nike, said the most important developments he has witnessed in the sportswear industry in the last few years include continued growth in consumers’ participation in sport, and the growing influence of sports clothing and footwear in everyday wear, with the knock-on effect of the wider fashion industry’s interest in looks and materials imported from the world of sports.
For companies like his, he said e-commerce would continue to increase in importance, describing it as a good way to connect with consumers and to bring in extra revenues.
Other observations Mr Heissat made were that, because consumers are now better informed than ever about the products they buy, the relationship between consumers and brands is changing.
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