Brand targets
PUMA’s main target is to be the “fastest sports brand in the world” and constant improvements to distribution, technology and the company in general are helping them reach this target. The products link with this aim as items such as footwear are made to improve a person’s movements, speed and performance when worn.
Who purchases?
Athletes and sporty people buy into PUMA’s brand and products as well as people who are also inspired and interested in fitness and exercise. They are motivated in as the brand gives off the information and idea they their products make improvements to performance and how the technology of the products meets consumers’ needs when it comes to durability, comfort, ventilation and overall ability.
Consumer changes
PUMA originally started off producing football boots and footwear so their original consumers would have been people who play and are interested in football. Whereas now they produce a lot more sports clothing and equipment while also producing most fashion items and apparel which would have brought in many more customers and consumers simply just because of the wider range of products available and sold by the brand.
Emerging markets
When it comes to the market and consumers of PUMA it seems as there is a constant slow change appearing to the types of people buying products from the brand. PUMA have recently had popular celebrities such as The Weeknd and Selena Gomez represent the brand and wear their clothing they produce. This clothing they wear is mainly casual products compared to PUMA’s main sports gear and products. It seems more people are starting to purchase the products for this reason of the products the celebrities are wearing as these are the main products being shown and advertised alongside new football boots.
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