Puma Case Study

PUMA

Men Women Children Accessories/Extras

Footwear Footwear Footwear Sports Equipment

Classic Classic Classic Soccer

Lifestyle Lifestyle Infants Cricket

Motorsport Motorsport Soccer Golf

Baseball Running Bikes

Running Soccer Clothing Accessories

Soccer Golf Eyewear

Golf Fragrances

APPAREL APPAREL APPAREL

Soccer Soccer Infants

Running Running Toddlers

Motorsport Motorsport Pre-Teens

Cricket Golf

Golf Swimwear

Swimwear Fashion

Fashion

COLOR OPTIONS

WHITES GREYS BLACKS BROWNS

BLUES ORANGES REDS GREENS

PINKS PURPLES YELLOWS

The athletic footwear and apparel are all functional athletic footwear and apparel that is useable in normal athletic activity. These sports include: Baseball, Running, Soccer, Cricket, and Golf.

On the other hand, the fashion footwear and apparel are more geared toward the people who may not play a sport, but want to still look fashionable. These include: Motorsport, Classic, and Lifestyle.

The Accessories/Extras include: caps, bags, socks, belts, bands(wristbands & headbands), bikes, Golf equipment, Baseball equipment, and Soccer equipment. These are geared mainly toward athletes who play a sport, whether for leisure or competition.

The color options that Puma offers are many different shades of normal colors. These shades, however, may not be normal themselves. For instance, there are different shades of oranges. Some of the names include: Dark Cheddar, Team Orange, etc. These "off-the-wall" names add character to the brand image.

The apparel comes in many different sizes also. Men and women can buy shirts/pants in sizes S-XXL. Men's shoe sizes range from 7-13. Women's shoe sizes range from 8.5-14.5. The kids' sizes are from 1.5 Preschool-13.5 Preschool. They also have infant sizing.

Puma's Eyewear line consists of Optical Glasses and Sunglasses. The optical lenses are geared toward the younger, trendier people. This demographic would probably be in their early-mid 20s, possibly some occasional younger or older purchasers. The sunglasses are geared at the whole demographic, probably teenagers all the way up to late 40s.

Puma's line of fragrances offers many different options. Men and Women can both purchase these lines: "I'm Going", "Flowing", "Red & White", "Aqua", and "Create." Men also have the option of purchasing "Jamaica." These fragrances target the whole demographic. This would range from teenagers to people in their mid-late 30s, with possibly some in their early 40s.

SIZING OPTIONS

SHOE SIZES

MEN WOMEN KIDS

7-13 8.4-14.5 CHILDREN

1.5 PRESCHOOL-13.5 PRESCHOOL

INFANT

2-10

APPAREL SIZES

MEN WOMEN CHILDREN

SHIRTS SHIRTS INFANT

S-XXL S-XXL TODDLER

PANTS PANTS BOYS 4-20

S-XXL S-XXL GIRLS 4-16

EYEWEAR

OPTICAL SUNGLASSES

FRAGRANCES

MEN WOMEN

I'm Going I'm Going

Flowing Flowing

Red & White Red & White

Aqua Aqua

Create Create

Jamaica

TARGET MARKET

Most of Puma's product line is geared toward the upper-middle