"Positioning" is a marketing term that describes the image of the consumer's perception of your brand. Whether it be in a negative or positive light, knowing your brand position is vital for sustainability. That being said, I am going to discuss the "positioning" or "re-positioning" of the Jordan Brand that has evolved over the last decade or so. Growing up in the 90's athletic footwear pretty much had free reign over how the offerings were designed and produced. Technology in the athletic footwear industry was slowly growing during the 90's and producing a "cool" looking shoe seemed to have higher priority over technology implementation.
As we moved through the later part of the 90's and into the new millennium, Michael Jordan had successfully become its own brand and subsidiary of Nike, Inc. In congruence with a new millennium comes a newer generation of consumers. Being incredibly fortunate to have watched MJ play in the 90's, and what he was able to achieve and accomplish in the game of basketball gave me a sole purpose to my "why of the buy". The fact that MJ took the NBA to a whole new level, is what brought such great value to me when purchasing any of the number series Jordan's. This such value for owning a pair of Jordan's consequently led to prices being set at a premium enabling them to be considered a "luxury item". Well luxury items lead to the notion of a luxury brand, and that is what the newer generation of consumers perception of the brand was.
…show more content…
Buying and owning a pair of Jordan's became synonymous with being accepted in social groups and being part of the "In crowd". The latter consumers had become lost in translation with the true reasoning of why the former consumers purchased the Air Jordan's. This imagery of "status" eventually led to the Jordan Brand "Lifestyle"