Nike and Coach are fighting Amazon by creating stores that appeal to all the senses

The Nike, Inc. (NYSE: NKE) store in Soho offers a variety of different luxuries unlike your typical clothing store. Consumers can find basketball courts, treadmills and soccer fields in which they can test drive their potential purchases. Additionally, there’s always an employee willing to give a helping when it comes to styling in the fitting room.

It has become mandatory for traditional retailers to develop a captivating in-store experience because their sales are decreasing due to online stores such as Amazon.com, Inc. (NASDAQ: AMZN).  Nowadays, companies are tapping into the strengths of their brands for guidance because there is no one direction for creating a store that attracts customers.

The new Nike establishments are also places that are designed to unleash benefits for its members. The company also aims to increase some of the features in these stores to other accessible stores.  Nike has always been committed to serving consumers with good service and honest evaluation.  Additionally, they provide the interaction with customers that creates value.

Coach, Inc. (NYSE: COH) “Modern Luxury” branding is expressed in a way that aims to highlight craftsmanship and inspire its New York City roots. It’s goal is to develop an experience that connects its customers on an “emotional level.”  Having the same consistency can be tough for conventional retailers that have become more modern.

Nike shares have gone down 0.7% for the past year and Coach shares are up 10.7% for the period. The S&P 500 index is up almost 25% for the last 12 months.

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