Speaking of sportswear, Nikko is another dated brand (don't pretend, you are old enough to have heard of this brand). Why ? You can tell simply from their ad - a very traditional way of selling : products as the heroes, captions to explain the functions and merits of each product plus a meant-to-be catchy headline. All these might have worked 20 year ago but now that sportswear is a kind of fashion selling on emotional appeals. How many real skiers are there in HK after all ? 100,000 ? People look for style and image rather than caring about whether it keeps them warm or not. Nike knows that and that's why it's a multi-billion dollar brand.
Speaking of sportswear, Nikko is another dated brand (don't pretend, you are old enough to have heard of this brand). Why ? You can tell simply from their ad - a very traditional way of selling : products as the heroes, captions to explain the functions and merits of each product plus a meant-to-be catchy headline. All these might have worked 20 year ago but now that sportswear is a kind of fashion selling on emotional appeals. How many real skiers are there in HK after all ? 100,000 ? People look for style and image rather than caring about whether it keeps them warm or not. Nike knows that and that's why it's a multi-billion dollar brand. 
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