{"id":4351,"date":"2013-11-10T13:52:44","date_gmt":"2013-11-10T13:52:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/puma-verschuift-focus-van-lifestyle-naar-sportprestaties\/"},"modified":"2013-11-10T13:52:44","modified_gmt":"2013-11-10T13:52:44","slug":"puma-verschuift-focus-van-lifestyle-naar-sportprestaties","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/puma-verschuift-focus-van-lifestyle-naar-sportprestaties\/","title":{"rendered":"Puma verschuift focus van lifestyle naar sportprestaties"},"content":{"rendered":"<h2>Bijna 9% minder omzet<\/h2>\n<p>Puma zag zijn <a href=\"http:\/\/about.puma.com\/pumas-third-quarter-sales\/\" target=\"_blank\" rel=\"noopener\">omzet in het derde kwartaal<\/a>, na verrekening van wisselkoerseffecten, met 1,4% dalen tot 813 miljoen euro. Inclusief de nadelige invloed van de sterke euro <strong>klokt de omzetdaling zelfs af op bijna 9%<\/strong>. Vooral de verkoop van sportschoenen, goed voor de helft van de totale omzet, viel het voorbije kwartaal stevig terug.<\/p>\n<p>\u00a0<\/p>\n<p>De <strong>nettowinst verviervoudigde wel tot 52,7 miljoen euro<\/strong>, maar dat kwam doordat het resultaat in het derde kwartaal van 2012 sterk werd gedrukt door eenmalige lasten. De winst v\u00f3\u00f3r rente en belastingen (exclusief eenmalige posten) nam echter af van 99 naar 80 miljoen euro.<\/p>\n<p>\u00a0<\/p>\n<h2>Van lifestyle terug naar sport<\/h2>\n<p>Het Duitse Puma is <strong>het op twee na grootste sportmerk ter wereld<\/strong>, maar op grote afstand van de nummers \u00e9\u00e9n en twee, Nike en Adidas. Onder de <a href=\"http:\/\/about.puma.com\/puma-appoints-bjorn-gulden-as-new-ceo\/\">nieuwe CEO, Bj\u00f6rn Gulden<\/a>, wil het merk terug naar zijn roots: de sportwereld. Een breuk met het verleden, want onder <a href=\"http:\/\/www.retaildetail.eu\/en\/europa\/eu-fashion\/item\/14427-puma-op-zoek-naar-nieuwe-topman\" target=\"_blank\" rel=\"noopener\">voormalig topman Jochen Zeitz<\/a> zocht Puma twee decennia lang aansluiting (en omzetgroei) bij de lifestylewereld.<\/p>\n<p>\u00a0<\/p>\n<p><strong>&#8220;Wij zijn een sportmerk, geen lifestylebedrijf&#8221;<\/strong>, zei Bj\u00f6rn Gulden bij de presentatie van de kwartaalresultaten, meteen zijn eerste persbabbel. &#8220;De voorbije drie maanden heeft ons nieuwe team \u00e9\u00e9n gloednieuw merkplatform uitgewerkt dat geworteld is in het sport-DNA van ons bedrijf, en dat de prestatiezijde van ons merk weer versmelt met de lifestylekant.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;Voordien had Puma twee verschillende visies voor elk van beide takken, en dat heeft geleid tot verwarring en een <strong>gebrek aan duidelijkheid bij onze medewerkers<\/strong>, onze zakenpartners en uiteindelijk ook onze consumenten&#8221;, heette het.<\/p>\n<p>\u00a0<\/p>\n<h2>&#8220;Forever Faster&#8221;<\/h2>\n<p>Om die koerswijziging kracht bij te zetten, heeft Puma een nieuwe mission statement &#8211; &#8220;Puma wil het snelste sportmerk ter wereld worden&#8221; &#8211; die werd samengevat in de nieuwe, <strong>krachtige baseline &#8220;Forever Faster&#8221;<\/strong>. &#8220;Dit statement, dat we in 2014 op de consumentenmarkt zullen introduceren, is de samenvatting van de voorbije 65 jaar, waarin we snelle producten ontwikkelden voor de snelste atleten op deze planeet&#8221;, zegt de CEO, die sinds 1 juli aan zet is bij Puma, sponsor van de &#8220;snelste mens ter wereld&#8221;, Usain Bolt.<\/p>\n<p>\u00a0<\/p>\n<p>Al beseft Bj\u00f6rn Gulden dat de weg nog lang en moeilijk is: &#8220;We weten dat onze business het lastig heeft, maar we weten ook dat Puma een prachtig merk is met een groots verleden, bekend over de hele wereld, met fantastische logo&#8217;s, een flink kapitaal en talentvolle mensen. Ik ben er dan ook van overtuigd dat we<strong> de &#8216;kat&#8217; opnieuw zullen laten schitteren<\/strong>, ook al zal dat nog flink wat tijd vergen.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bijna 9% minder omzet Puma zag zijn omzet in het derde kwartaal, na verrekening van wisselkoerseffecten, met 1,4% dalen tot 813 miljoen euro. Inclusief de nadelige invloed van de sterke euro klokt de omzetdaling zelfs af op bijna 9%. Vooral de verkoop van sportschoenen, goed voor de helft van de totale omzet, viel het voorbije [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Puma verschuift focus van lifestyle naar sportprestaties - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/puma-verschuift-focus-van-lifestyle-naar-sportprestaties\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Puma verschuift focus van lifestyle naar sportprestaties - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Bijna 9% minder omzet Puma zag zijn omzet in het derde kwartaal, na verrekening van wisselkoerseffecten, met 1,4% dalen tot 813 miljoen euro. 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