Puma Sales Super High Because of Rihanna!
It looks like Puma‘s decision to collaborate with Rihanna was a good one! The apparel company is facing declining sales this year, however, they have seen growth in their women’s department due to bad gal Riri.
The first release from Puma and Rihanna’s collaboration was the suede creeper sneaker, which is set to be a part of a larger footwear and apparel collaboration in 2016.
The shoes sold out from retailers in only a few hours and it’s sales created growth for women’s, even though the company is seeing declining profit.
Puma’s chief executive officer told WWD Puma will “put even more focus on the female consumer moving forward.”
Since women do the most shopping, it’s always in a brand’s best interest to focus on that demographic.
Aside from her collaboration with the brand, Rihanna is also creative director of the women’s vertical which she was appointed to in 2014.