The Changes In The Puma’s Development

By Author: mary sian
Total Articles: 3
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From the year1993 to 2001, Puma’s turnover nearly doubled. In 2002 the turnover gained a 50% growth and reached to 900 million Euros. In addition, the after-tax profit grew 84% and reached to 0.73 million Euros. While referring to the stock market in 2001, Puma’s share price rose by 168%, becoming the Germany's most successful stock. In 2002, it increased by another 97%, which made it the runner-up rank among the100 top-level stock in Germany. As we marvel at these figures,, we will ask in the end what factors make Puma get such enviable success at the same time.The early 90s of last century is the most difficult period of Puma, when the PUMA brand is seen as outdated, many department stores had the Puma sports shoes put on the counter of the low-end products, and PUMA corporate owned numerous liabilities. In 1993, when Jochen zeitz who was only 29 years old became the chairman of the Board, he took many effective measures, which made Puma return to profitable situation in the year.
In order to turn its product back to the high-end product areas, Puma began to focus on the cooperation with the excellent designers who ...
... lead the trend of times. In 1990, seven well-known designers cooperated with Puma while now the number has grown to 50. The Puma’s design level became higher because more creative designers joined the company. As a result, the quality and the price of Puma’s product both increased at that time. In 1990 a pare of Puma shoes once sold only 20 marks, but today a pair of high-grade Puma shoes can sell 250 Euros.
Puma has a big influence in the shoes industry. As we all know, a kind of sports shoes named "THRIFT”, whose design is similar to one of Puma’s old-fashioned product ---"TOP WINNER” is very famous now. what’s the different is that their designers have old shirt, pants, ties and wallets as raw material to produce the series, they said that "They are sports shoes with souls" In this way, a mediocre product’s value was immediately elevated to another level after being repackaged.
Just as Jochen zeit’s pursuing for years, today's Puma represents the trends of cool, rebellious and fashion. However, there are some brand experts believe that Puma which claims they are lifestyle trendsetting is taking an adventure in practical. Because each trend can only be transient, when the product is no longer keep up with the trend of times, Puma’s turnover and profits will decline. For this statement, Jochen zeit argued that a considerable part of the product had being through wind and rain to counter the trend of fail for decades , they had a lasting appeal in the market, as long as the company was run by good guys with strong ability, it was no danger to keep up with the trend. Some representatives of the banking sector stood by the Puma company's side, they did not think that, Puma as a successful example, was about to come to an end. "They said that maybe Puma’s incredible growth would be slower, but the trend was almost impossible to turn back." The corporate brand ranked the four hundred and fifty third in the” World Top 500 Brands" list made by the World Brand Lab prepared in 2006.
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