Puma's investment in Rihanna as creative director and Kylie Jenner as a brand ambassador are paying off big time! Puma's first quarter reports unveiled an amazing 7.3% increase in sales to $973 million dollars according to Fashionista
The recent growth in sales has been attributed to its footwear category, specifically women's footwear, a category in which collaborations with Rihanna and Kylie Jenner dominated. With sales of the Puma Fenty trainers by Rihanna and Kylie Jenner sitting strong and Rihanna's Fur Slides selling out worldwide, the brand has found a driving force for sales. Although the reports only mention Rihanna and didn't directly attribute any success to Kylie Jenner, her social media posts and involvement with the brand since the partnership became official has helped Puma create awareness and capture new sales.
Since taking over Creative Director in 2014, Rihanna has helped Puma maintain steady growth. Sales skyrocketed after the first release of her Suede Creeper, and have only continued upward since. In Puma's last quarter of 2015, the brand was able to surpass profit expectations and overall profit is currently up 4% from last year.
In 2015, Rihanna was named the most marketable celebrity in the world. It's pretty clear to say her ability to direct Puma and create timeless product is paying off for Puma and attracting more brands to try and cash in on Rihanna.