What Women Want

The secret’s out: Women’s apparel generates big business. According to the NPD Group, a global information company, total U.S. women’s apparel retail sales reached $116.4 billion in 2013, up 4 percent from 2012. That number has caught the attention of industry giant Nike and it’s tailoring its marketing messages accordingly. At press time, Nike launched its #BetterForIt campaign as a way to inspire women trying to reach their personal fitness goals. The company hopes this major advertising spend will turn its $5 billion women’s wear business into a $7 billion business by 2017.