Clothing Sales Promotion Can Also Be Done.

Puma's Rihanna cooperation series was sold in three hours. How did they do it?

In recent years, with the rise of sports movement, many

Brands have joined the sports field to launch different product lines or brand-new brands, and the original sports brand Puma and Adidas are designed to promote sales with the cooperation of stars.

According to the Yahoo Style news, the Creeper series that Rihanna and Puma cooperate only sold in just three hours after the initial sale.

The news first appeared in the comment below Rihanna's niece Majesty's Instagram, which wrote: "when they told me #THECREEPER was sold out in three hours..."

The series includes two color matching: all black and yellowish brown, priced at $120, which will be released to the public on 25 September.

But consumers in New York can purchase the Puma boutique store between E. 1st Street and Bleecker during -17 September 15th.

Perhaps this news will give some excitement to Puma, who has been doing poorly in recent years, but Puma is still lagging behind Adidas.

Adidas previously launched a series of cooperation with Kanye West Adidas Yeezy Boost 350, which was sold in only 12 minutes.

Adidas CEO Herbert Hainer has also said that Adidas Originals has achieved a profit growth rate of 29% in the first quarter of this fiscal year, and most of its sales growth has been attributed to Pharrell Williams's Adidas Superstar joint series and Kanye West's Kanye 1.

It can be seen that Adidas's cooperation with celebrities is far ahead of Puma.

In recent years, the negative news of Puma has been unsettled.

In July this year, the latest report of Citigroup analyst Thomas Chauvet, the world's largest bank and financial institution, showed that Kering group might sell Puma and other sports and leisure products departments in the next 12-18 months.

Although the Kering group has been trying to reverse.

Francois-Henri Pinault, the chief executive of the group, has changed its attitude towards how to deal with the sportswear brand, and told Bloomberg that he is "very confident that we will be able to continue to reverse Puma".

But according to Citigroup analyst Thomas Chauvet, over the past ten years, the Puma operating profit margin has narrowed by more than 10%, and this year it will even reduce to 2.6%, the lowest in history.

Although the Kering group will not rush to sell 86% of its shares at a lower price, it will probably become a reality in the next 12-18 months.

According to the company's financial reports, Puma's net income fell 30.3% to 24 million 800 thousand euros (about 28 million US dollars) in the first quarter, and Puma's sales rose 13.2% to 821 million 400 thousand euros (about 926 million 900 thousand US dollars) in the first quarter.

Excluding currency exchange rate fluctuations, the growth remained at 4.4%.

Due to the negative impact of currency, the company's gross profit margin (a key indicator of profitability) fell from 48.5% to 46.9%, and the EBIT (pre tax profit) of the whole year was between 80 million -1 billion euros (about 86 million 800 thousand -1.085 billion dollars).

The second quarter's earnings report was not very satisfactory. Its net income was 4 million 200 thousand euros (about 5 million 800 thousand US dollars) in the same period last year, and this year it lost 3 million 300 thousand euros (about 3 million 600 thousand US dollars).

In the first six months of this year, the company posted a net profit drop of 45.9% to 21 million 500 thousand euros ($24 million).

But now, Rihanna joins Puma to take over.

The latest creative director, the negative voice also slightly reduced, but the future development of Puma, we will wait and see.