Rihanna has the Midas touch. Puma has enjoyed significant growth in its women’s department ever since the brand collaborated with the singer earlier this year.
According to Women’s Wear Daily, the sales for Rihanna’s suede creeper sneaker have generated steady growth, despite the company’s overall declining profit.
“The launch of the first Puma by Rihanna shoe, the Creeper, has been extremely successful and most retailers have sold out within hours or days,” Puma’s CEO, Bjorn Gulden, told WWD of the collection.
As result of the recent increase, Gulden hints there are more projects in the works. “We have generally seen a very positive development in our women’s business and we will put even more focus on the female consumer moving forward.”
Rihanna was named the creative director for the women’s vertical in 2014. Her latest collection is just first of many styles in a larger footwear and apparel collaboration.
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