This article analyses the success of the PUMA DEVA Sneaker, derived from the social listening platform digimind.
As PUMA assigned itself the task to be always faster, and innovative, new product launches are vital in order to achieve the goal. To be successful in promoting new models, for example brand ambassadors can be useful.
The new sneaker has been launched in January in two ways; the Deva Suede and the DEVA 90s POP.
A peak in the trend graph is visible just after the release date (around February) The second peak around September/October can be explained by the Italian launch of the DEVA sneaker.
A closer look on the world map (around the time of the peak) shows that 17% of the mentions are coming from Italy.
The next graphic is showing that brand ambassador for this model, Cara Delevigne has been associated with the shoes. Also, different models of the same sneaker (suede/reptile) are offering additional value.
Another important face for PUMA related to the DEVA sneaker is Sunmi, a South Korean singer and songwriter that also modeled for the brand and promoted the DEVA sneaker. Her name appears in the key concepts but is also listed in the interests graph below.
Additionally, related to the DEVA sneaker, Italian and italiana is also shown, which again proves that the Italian target group has an impact on the sneaker's success.
What is also interesting, is comparing the brand in relation to this specific sneaker. One of the main interest here is lifestyle.
Whereas, when looking at the key word "PUMA" without any addition. The top interests are account and football, followed by sports. Therefore, the DEVA sneaker, with an actress and model and a K-Pop star as representers, is a decision favoring the fashion side of the brand.
As said, in order to differentiate and succeed PUMA has to be up to date and listen to the customers. The here analyzed sneaker may not have the greatest impact on the brand's revenue as in 12 months only 4k mentions have been recorded. (The brand itself had 8 million in the same time span.) Nevertheless, in order to reach and satisfy specific target groups also "small" achievements can be impactful.
Olmal. (2020, February 29). Sunmi reveals a new collaboration with PUMA Korea. Retrieved November 29, 2020, from https://www.allkpop.com/article/2020/02/sunmi-reveals-a-new-collaboration-with-puma-korea
PUMA'S NEW SNEAKER DEVA TAKES STREETSTYLE TO NEW HEIGHTS. (n.d.). Retrieved November 29, 2020, from https://about.puma.com/en/newsroom/brand-and-product-news/2020/2020-01-30-puma-mr-deva
PUMA Drops Two New Sneakers - Deva Suede and Deva 90s POP. (2020, May 24). Retrieved November 29, 2020, from https://www.fortressofsolitude.co.za/puma-deva-suede-deva-90s-pop/
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