Adidas Gives Digital Makeover to Original fashion stores

 

 

Summary

              Adidas has launched a new store blueprint for its originals fashion brand with a Wi-Fi equipped lounge and mobile charging points, aiming to persuade younger shoppers to linger longer and spending more in its high-margin. (Thomasson 2014)

           The worlds number 2 sportswear maker right behind Nike wants to lift sales from its own shop. (Thomasson 2014) Adidas plans to open a net 250 stores in 2014, primarily in eastern Europe. (Thomasson 2014) In addition to a Wi-Fi lounge near the fitting rooms ad a "digital bar" for charging devices, the revamped store seeks to reflect the Berlin urban vibe by stripping back decor to raw concrete and brick and exposing lighting while underwear is displayed in an eye catching vending machine (Thomasson 2014).

         Adidas also plans to roll out the concept to Original stores in over 30 cities with London and Shanghai next for the makeover, it also has big ambitions for its new teen fashion brand NEO (Thomasson 2014).

       Adidas however has to make sure that the push into fashion does not distract from a core focus on sports performance, because Adidas has been loosing market shares in Europe to Nike (Thomasson 2014). Adidas is also revamping its flagship sportwear stores, seeking to create a statium-like experience and, like the new originals stores, putting a focus on footwear and creating a multio-media experience for shoppers (Thomasson 2014).




Opinion

        In my opinion i think Adidas is making a great decision about re vamping there stores i think it is going to bring in a lot more clientele. The Wi- Fi idea that there putting into the stores is going to bring in much more of the younger shoppers. Adidas is finally at the point in my personal opinion that they need to make changes to there stores because in this industry there is a lot of high competition, especially since Nike has surpassed them and is the number one sportswear maker.

      Adidas is changing and re vamping stores around the world, however i feel that they should be changing the stores in bigger cities because they have more tourism attractions in bigger cities and the population is quite greater. Personally they should be focusing on stores in cities and states such as Rome, Milan, California, Pennsylvania, etc.

     I think the idea that Adidas has to push into fashion can be either a hit or miss because it could take away from the sportswear that Adidas has always been know for. But on the other hand i feel that could be a great career decision because it could bring in a lot more clientele, and people like having many different types of variety when walking into a store.

      I am super excited to see what work Adidas is going to come up with in the next year, and what new fashions are going to come out and also if the clientele increases after these changes are made. As a personal Adidas lover im super excited to see whats in the future for Adidas.

Feedback

1. Do you think Adidas pushing into fashion may take away from the sportswear that Adidas is known for?

2. Do you think Adidas is focusing on the wrong stores to be re vamped first?

References

Emma Thomasson (March 27 2014) "Adidas gives digital makeover to Original fashion stores" (http://www.chiacagotribume.com)

Images

http://www.retail-square.com/shops/adidas-originals

http://retaildesignblog.net/wp-content/uploads/2014/08/adidas-style-store-Chicago-Illinois.jpg