Reebok executives do not like to hear their stylish athletic shoes called “footwear for yuppies”. They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under-18 set and walking shoes for older customers not interested in aerobics or running. The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high-performance athletic footwear to their product lines, all of which should attract new and varied groups of customers.
锐步的高管们不喜欢听到他们的时尚运动鞋被称为“雅皮士鞋”。他们认为锐步鞋吸引了不同的细分市场，尤其是现在该公司为18岁以下的青少年提供篮球鞋和童鞋，为那些对健身操和跑步不感兴趣的老年顾客提供步行鞋。高管们还指出，通过最近的收购，他们在产品线中增加了登山靴、连衣裙和休闲鞋，以及高性能运动鞋，所有这些都应该吸引新的、多样化的客户群体。
Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket retailing network that helped push sales to 27 to $85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the company’s view that consumers judge the quality of the brand by the quality of its distribution.
尽管如此，尽管锐步强调新市场，但它几乎没有有助于对年销售额推高至10亿美元，领先于所有其他运动鞋营销人员的高端零售网络进行变革的计划。锐步鞋的价格从27美元到85美元不等，将继续只在更好的专卖店、体育用品和百货公司销售，这与该公司的观点一致，即消费者通过分销质量来判断品牌的质量。
In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reebok’s exceeded supply, and the company could barely keep up with orders from the dealers it already had. These fulfillment problems seem to be under control now, but the company is still selective about its distributors. At present, Reebok shoes are available in about five thousand retail stores in the United States.
在过去的几年里，这家总部位于马萨诸塞州的公司对其经销商的数量（以及向商店供应的鞋子数量）进行了限制，部分原因是出于必要。有时，锐步的意外需求超过了供应，该公司几乎无法跟上现有经销商的订单。这些履行问题现在似乎得到了控制，但该公司对其经销商仍有选择性。目前，锐步鞋在美国大约有5000家零售店。
Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes. Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores.
锐步已经预计步行鞋将成为下一个与健身相关的热潮，取代有氧运动鞋，就像其色彩鲜艳的柔软皮革运动鞋取代传统跑鞋一样。通过产品多样化和仔细的市场调查，锐步希望避免耐克几年前遇到的分销问题，当时耐克误判了有氧运动鞋热潮的强度，被迫通过折扣店清空大量跑鞋库存。
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