×
207
Fashion Jobs
PUMA
Manager- Ecommerce Operations
Permanent · Bengaluru
PUMA
Warehouse Manager-D2C
Permanent · Bengaluru
PUMA
Digital Marketing Manager
Permanent · Bengaluru
EXPLODE SERVICES
Quality Assurance Manager Home Furnishing Garments For Noida
Permanent · Noida
EXPLODE SERVICES
Manager ie Garment Exports
Permanent · Noida
THE BANYAN HR CONSULTS
Merchandising Manager For a Seamless Garments Textile co at Coimbatore
Permanent · Coimbatore
OPERA CLOTHING PRIVATE LIMITED
Production Manager For Garment Manufacturing Factory
Permanent · Vapi
GOKALDAS EXPORTS LTD
sr. Manager - Technical - Garments Industry Background
Permanent · Bengaluru
NIKE
Lead Technical Product Manager, ed&a – Apla
Permanent · Bengaluru
NIKE
Senior Security Incident Responder – Cis
Permanent · Bengaluru
FAABIIANA
Executive For Online Product & Order Management
Permanent · NEW DELHI
FAABIIANA
Customer Sales Executive (Female)
Permanent · NEW DELHI
NIKE
Senior Technical Product Manager, Inventory & Order – Apla
Permanent · Bengaluru
NIKE
Senior Technical Product Manager, Finance – Apla
Permanent · Bengaluru
NIKE
Senior Technical Product Manager, Core Erp – Apla
Permanent · Bengaluru
OMREELS BIOSCOPE PVT LTD
Senior Executive Ecommerce
Permanent · MUMBAI
NIKE
Senior Technical Program Manager, Marketing Tech – Dtpo
Permanent · Bengaluru
NIKE
Service Delivery Manager, Operations Center – Tech Ops
Permanent · Bengaluru
NIKE
Director, Security Solutions & Delivery – Cis
Permanent · Bengaluru
NIKE
HR Manager - Nike India Technology Centre
Permanent · Bengaluru
NIKE
Financial Controller - India
Permanent · Bengaluru
NIKE
Software Engineering Manager, Finance & Procurement Technology – cf&c
Permanent · Bengaluru
Published
Feb 6, 2015
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Asics targets lifestyle segment

Published
Feb 6, 2015

Unsurprisingly, it’s on Brick Lane, in the trendy London neighborhood of Shoreditch, that the Japanese group Asics decided to relaunch its Asics Tiger brand yesterday on the European market.

A fusion of technological performance and streetwear, the Asics Tiger range has been recreated using iconic models from the group’s archives as well as new, more contemporary models. 

The Gel-Lyte III | Photo: Asics


"The European lifestyle market accounts for 4.5 billion euros and we currently represent a small fraction of that amount," said Lisa Hogg, head of brand management, EMEA at Asics. "In the near future, we are aiming to become among the two or three most important players involved in the segment." 

This new goal is being accompanied by a worldwide reorganization of the Asics brand, which will now be segmented into performance, dedicated to sports; Onitsuka Tiger, its fashion range; and Asics Tiger, its lifestyle range: "The reorganization of our range will also be seen in the segmentation of our distribution," added Eric Pelletier, lifestyle manager for France at Asics, "We will thus aim our Onitsuka Tiger brand, which is more fashion-oriented, at high-end stores like le Bon Marché in Paris and Dover Street Market in London, while Asics Tiger, more lifestyle, will be targeted at a more mainstream market." 

Meanwhile, the Asics group is celebrating the 25th anniversary of its Gel-Lyte III shoe model, created by Japanese designer Shigeyuki Mitsui. For the special occasion, Asics has established collaborations with 12 key stores worldwide - one per month- including 4 in Europe. In June, a partnership has already been agreed upon with the store Colette in Paris.

€1 = $1.15/£0.75

Copyright © 2022 FashionNetwork.com All rights reserved.