Reebok is investing $46M on computer technology over the
next few years in an effort to establish a new information and
distribution system that it hopes will help recapture market
share, according to Victoria Griffith in this morning's FINANCIAL
TIMES. Griffith reports Reebok is "languishing" at just over 20%
of the global footwear market, while Nike "has surged" to 36%.
Reebok hopes the new system will allow designers to use computer
programs to display their designs, which can then be approved by
worldwide management within 24 hours -- as opposed to the current
process which can take as long as 40 days. The technology is
expected help the company's marketing efforts as well. Reebok
marketing execs will be able to better coordinate sponsored
athletes with events. Reebok also hopes to use the system to
"project an image of a company that is in touch with high
technology" to distributors and consumers alike. Reebok is
currently testing computers at its New York concept store where
customers can access its Web site and product info (FINANCIAL
TIMES, 10/19).
