MARKETING TO WOMEN

Reebok’s renewed focus on women-wear sums up their current marketing strategy: Befriending their women customers.
Reebok is part of Adidas AG of Germany, with close to 500 stores across India. It now intends to focus on ‘women only’ outlets, where the products on sale convey a thematic appeal.
Keeping in with this strategy, Reebok opened an exclusive showroom last Sunday, selling womenswear of the Reebok brand in Chennai — the first such retail outlet in South India.
The shop sells sportswear, casual wear and footwear products, catering mainly to young women: focussing on women’s category and creating new product lines.

Earlier, Reebok has launched a 15000-sq feet exclusive store at Jubilee Hills, Hyderabad, the largest single-brand store in the world.
Reebok India plans to increase its store count to over 600 outlets before 2008. As of now, Reebok has 500 exclusive Reebok Stores, 200 shop-in-shop outlets, and 2500 dealer outlets.