The Puma $PUM (-2.41%) share has lost well over three quarters of its value since its peak a good three years ago. Following a weak forecast for the current year, the share price fell by a further 22 percent to 22.16 euros at the start of trading on Wednesday.
The reasons:
1. sales are growing, but slowly
2. the brand needs to be positioned at a higher level
3. complex structures and outdated IT
4. the share price is falling and falling
Among other things, a shoe that is supposed to make Puma "cool" and attractive again is now supposed to help: "Speedcat"
The now 25-year-old shoe with a flat sole is said to be all the rage in Asian pioneer markets such as South Korea. The successes that Adidas $ADS (-0.23%) is currently achieving with the retro bestseller "Samba" , Puma wants to inherit with "Speedcat".
Source (excerpt): Handelsblatt & Welt
